40% - LIST
In other words, the right data to reach the right people. First and foremost, think about who you are targeting with this campaign and what information you need to reach them. A well-defined target profile and/or mailing list is the key - whether it is your own customer list or an external one.
What data can you use to determine your target audience?
- Demographic data
- Geography
- Life stage and lifestyle
- Interests and behaviour
- Social class
- Profession
- Household size
- Purchase behaviour, available information from e-commerce
40% - OFFER
This is where you decide what action you want someone to take, why they should take action and how you reward them for it. What's in it for me? What are you offering and why is it relevant?
There are many ways to present an offer: a promotion or discount, special event, free expert advice, information to solve a problem, etc. No matter how good your data and creativity are, it always remains important to offer a valuable proposition. Test your offers, track them and adjust based on the results.
Offers can include:
- Free information
- Discounts and specials
- Donation matching
- Exclusive invitation
- Customer loyalty incentive
- Free gift
- Samples
- Free trial
- Loyalty points
- Promotional competitions
20% - CREATIVE EXECUTION
Now it is time to give your product the right appearance! This includes creativity, message and format. It is also about how you integrate your direct mail with other media in the campaign, and in what order. Think about paper quality, weight and finishing – areas that often do not receive enough attention. Add a varnish or coating for an even more unique experience. Add inserts such as vouchers or discount coupons to position your brand more strongly than your competition.
Attention-boosting factors:
- A striking format
- Choice of paper
- Special inks such as gold, silver, metallic, scented and scratch inks
- Varnish or laminate, cold foil
- Glued-on cards, stickers or loyalty cards
- Adding barcodes, unique numbering or QR codes
- Full colour personalised envelope
- Adding incentives or (dynamic) inserts
- Combination with new technology such as Augmented Reality
- …
Group Joos is happy to guide you through these 3 phases and develop a dynamic 1-to-1 direct mail campaign that fits your budgets and timelines. With our data-driven and individualised approach, you deploy your available marketing budget in the most efficient way possible!
