At our recent popular virtual show, Direct Marketing Day @ Your Desk 2011, we had nearly 600 people attend the opening roundtable, "Messages That Break Through the Clutter: 2011's Winning Campaigns from Every Channel." (To register for this FREE vitual event, available on-demand only until June 17th, click here.)
Many great questions were asked that we didn't have time to address during the live session. However, afterwards, the speakers sent answers to the individuals. Here are two particular questions that relate to any direct mail marketer struggling to overcome digital hurdles, namely IT and social media.
Question: Our agency understands the importance and impact personalization has on direct mail performance, however, our ability to leverage this information is often handicapped by our clients IT capabilities. How would you recommend creating the necessary urgency for our clients to drive such a significant (costly) change?
Alan Rosenspan, President of Alan Rosenspan & Associates: Great question. I've been there, and it's not an easy task. I have two suggestions for you.
1) Take baby steps. Sometimes just one or two pieces of data can drive a direct mail piece.
For example, I did a mailing for an insurance company that was trying to get existing policyholders to increase their insurance. The letter started with, "Dear
This was very successful, and driven just by one data point - the year they took out their policy. The rest was public information.
2) Use personal information when you present. So when you present your creative, use the client's names' in the work itself - not