What is the difference between a great personalized print campaign and a flop? Adhering to best practices.
Knowing today’s best practices can make the difference between a good campaign and a great one. Let’s look at five best practices for 1:1 (personalized) print marketing that you should be using in all of your campaigns.
- Stay focused. Know — really know — your target audience and the goals you are trying to achieve. This allows you to focus your message and make it more relevant.
- Keep it clean. Nothing can make a personalized campaign seem more impersonalthan misspelled names or outdated data. Cleanse and update your mailing list on a regular basis.
- Know what’s behind the data. Data is just data — numbers in a spreadsheet. It’s up to you to use that information to create messaging that resonates with the recipient. All the personalization in the world won’t help if the recipients don’t see the relevance of the communication.
- Think “integration.” All direct mail campaigns need a great message and creative. If you reinforce this message across multiple channels, such as following up with a personalized email or text, this consistently increases the chances that someone will respond.
- Do what works. How do you know your efforts are working? Test different approaches, offers, and variables in the campaign. Test one element at a time against the control. Learn what works best for your audience and what doesn’t.
Success with personalized print doesn’t happen by accident. It takes planning and strategy. By putting these best practices to work, you can get the most out of your next personalized print campaign.