Personalization, Omnichannel Strategies Drive 2020 Direct Mail
AccuList’s direct mail marketing and mailing list clients embrace a channel that, despite perennial death notices, continues to outperform in terms of response, but mailers must also rely on evolving strategies for success in 2020.
2020 Success Depends on Data-Driven Personalization
Research consistently shows that personalization bumps up response. Most recently, in a 2019 NAPCO Research report on direct mail personalization, 44% of respondents saw personalized print marketing campaigns increase response by 16% on average, while Canon Solutions research found that adding a person’s name and other personalized database information (along with using full color) can increase the response rate of direct mail campaigns by up to 500%! So it’s no wonder that the recent Printing Impressions article by senior editor Toni McQuilken cites a number of leading marketing and print industry leaders stressing that data-driven personalization is the route to 2020 direct mail success. For example, Maureen Powers, president, Direct Marketing Group at RR Donnelley, asserts, “Personalization is more important than ever before, including with direct mail…We are using the direct mail channel to drive the customer experience through communications such as coupons and personalized offers. We’re also changing how we help our clients message their clients based on individual customer preferences and their point in the customer journey.” Likewise, Jim Andersen, executive chairman of IWCO Direct, stresses the shift toward variable data printing of smaller runs of targeted, personalized direct mail with digital tie-ins: “Today’s direct mail is more effective, relevant, and timely thanks to more sophisticated audience selection and segmentation. This technology uses digital print to personalize every component of a mail piece, including letters, inserts, cards, and call-to-action reply devices that connect the physical mail to an online, digital marketing experience.”
Customer-Demanded Omnichannel Campaigns Mate Mail With Digital
For Andersen, mail personalization must be part of the omnichannel approach that customers demand today: “One of the biggest opportunities in the direct mail space is providing effective and efficient solutions to consumer demand for personalized, relevant messaging integrated across all channels. Insightful use of data, combined with the flexibility of digital print production, allows marketers to seamlessly integrate tactile marketing in their omnichannel campaigns.” Summer Gould, of Target Marketing magazine, has cited three already-proven ways to combine mail and digital: 1) online display ads that match direct mail data files to an IP address to target specific people by displaying cookie-free banner ads on web pages; 2) Facebook ads that match direct mail data with Facebook data to send targeted ads (see our Facebook Match services); and 3) e-mail matched with direct mail audience targeting to keep offers fresh, deliver response reminders and make added special offers (see our Digital2Direct services). The mail-digital mating can be taken even further to a union of programmatic automation with mail. Printing Impressions cites the example of Brodnax 21C Printers in Dallas, where Jim Singer, managing partner, describes their innovative program: “We take raw XML data to drive intricate, complex direct mail campaigns, including ongoing on-demand digital printing campaigns for local store marketing applications. Every night at midnight we get a massive amount of data, and the automated workflow we built for this programmatic offering” kicks in to generate direct mail campaigns and send them to production.
Data Quality Has Never Been More Paramount
These trends to more personalization and omnichannel integration rely on marketing data for segmentation and targeting, of course. Plus marketers must adjust for growing regulation of data security and privacy. All make data quality a top direct marketing priority in 2020. Yet too many marketers feel overwhelmed by the torrent of omnichannel “big data.” A Forrester Consulting 2019 survey revealed that, while 82% of companies place a high priority on refining data quality, more than a quarter of all marketing campaigns were hurt by substandard data in the last 12 months. Clicktale 2019 surveys of marketing and customer-experience professionals found almost a third of marketers don’t feel they’re effective at utilizing their web and mobile data, over half (54%) said they “don’t believe they have a strong understanding of their customers’ behavior across digital channels,” and 20% reported feeling like “they will never truly understand why their customers buy.” Check out this 10-step data-quality strategy from VisionEdge Marketing if you are looking for a place to start.