Mass Mailing VS. Targeted 1 to1 Mailing


Typical advertising mail.
Image via Wikipedia

No doubt at some point in your business cycle you have tried either Direct Mail or E-mail Marketing and found the results to below expectations. Like many you may have even decided that it just does not work and would be a waste of your resources to try again.

Today I want to try to challenge those results and offer up a few tips on why Direct Mail or E-mail Marketing could be your next best marketing campaign.

Most marketing pieces we receive in the mailbox or inbox are mass marketed products or services (junk mail) these pieces use the same strategy that newspaper sand TV use in that they are broadcasting your service to a large audience hoping to capture the reader at that buying cycle in their life. (thin market concept)  A well designed piece can actually educate, build trust , make an offer and make easy to purchase and still a 1-2% return is considered a victory in most Direct Mail campaigns.

However as technology has improved and business marketing company’s and P.O.S evolved we now have a great data base of customer information which could greatly increase you results. Direct Mail and E-Mail marketing can now be customized to directly speak to the consumer on an individual basis.  Imagine your best customers receiving a post card with their name and a reference to their last visit with you built into the copy, your chances of capturing that reader’s interest and emotions just increased significantly.

The concepts of 1 to 1 marketing have been around since the mid 90’s, however it is only in the last few years that printing technology has become a resource that almost any size business could take advantage of and increase communications with their customers.

I recently  have been getting educated on PURL’s (personalized URL‘s) and how they also can be added to a Direct Mail or E-mail Campaign. Now imagine that same prefered customer getting their own unique URL that links them to a website that is completely customized to them. You can capture additional data on that customer, track time and interests on the site and offer amazing personalized offers. I can only assume that most customers would then tell their friends of your company.

Have you had success using Direct Mail, 1 to 1 marketing, or e-mail marketing?

Share your thoughts and lets help others achieve great success.

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12 thoughts on “Mass Mailing VS. Targeted 1 to1 Mailing

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