The possibilities are endless, and it’s one of the reasons that I’m really excited to be at Lob because it’s a one-to-one creative and consumer relationship. Or perhaps a cell phone that they were just shopping on a competitor’s website for, and you have that data. Personalizing your piece with an offer that is specifically for them, even including something like a lifestyle image that more closely resembles the demographic of the customer that you’re reaching out to or includes if it’s a triggered campaign based on going to someone’s website or winning back a customer, you could include maybe a meal that they’ve ordered multiple times, if you’re a meal delivery service. I would say 2-3 years ago, people were not as savvy with QR codes, and now everyone just pulls out their phone and they know exactly what to do, and they expect to see QR codes. Well, hopefully, we break that trend.Īnd some of the really easy ways to personalize your direct mail moving forward is working with technology partners like Lob that can do this for you, where you insert personalized URLs, where you can track that customer’s buy flow from beginning to end personalized QR codes, I think we all have become incredibly familiar with QR codes through COVID and restaurant menus. I think that that’s been the fallback for a lot of companies, historically. So personalizing direct mail does not begin and end anymore with including someone’s name. What are some good ways to personalize mail? How can mailers make sure they have the best data for these campaigns?.And you know, telling customers that you miss them, that you have a special offer that is just for them, and making them feel important to your brand is essential for getting them to come back. e saw a huge success with Domino’s when they did that, basically said, “We know our pizza is not great”. If you know that, we’ve seen a lot of success with brands acknowledging that they had a failing. And most recently rebuilt one for a pretty big telecom customer where they did use an acquisition champion and they had a pretty low response rate and they were spending quite a bit of investment on direct mail.Īnd we completely restructured their program so that we could reach out to those customers on a one-to-one basis, reach out to them more quickly, we’re able to get direct mail in their hands within two to three days of when they were calling to disconnect, and acknowledging the customer, acknowledging the reason why they left. I have some historical background in rebuilding win-back programs. I’ve seen them run with just an acquisition champion … and those programs do not tend to work as well. So retargeting or win-back programs can be run a number of different ways.
Are there some best practices that you discovered that worked for retargeting customers?
Talking about direct mail retargeting in general.
And it’s a really smart way to reach out to customers who have just taken an action and develop a personalized look and feel that will keep them top of mind and develop even stronger brand recognition and affinity. It’s a customer who has maybe left your brand and you’re reaching back out to them through a win-back program. So triggered direct mail is what I like to call just basically smart marketing.īecause when you think about the way that the industry has gone over the last, you know, 5-10 years, you think about the advancements that have been made in technology, and also in our ways of leveraging data.Īnd a triggered campaign is basically a marketer’s response to any type of customer action, whether it’s visiting your webpage or maybe even a competitor’s webpage.
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