Artists love empty canvases because the possibilities are endless. Variable printing is a direct marketer’s blank canvas. However, the possibilities are limited if you are not using variable data effectively. Our friends at DMNews recently gathered some good advice that we’ve been successful with. Here’s a few:
After personalizing offers, marketers should test to improve their campaigns
Marketers should use VDP in the context of the whole campaign
VDP tactics like PURLs and 1-800 numbers increase customer response
Build relevance at various layers by using both broad and specific customer data
Check out the link for more details and tips on getting the most out of VDP. Read More »
When it comes down to it, 1:1 marketing is all about data and relationships. As marketers, we use customer data to hold conversations (send messages) that are relevant to our customers and thus strengthen the relationship with them. If we’re good with the data we have, we provide a very valued service to our customers. That service is not wasting their time with stuff they don’t care about.
But, sometimes the available information isn’t enough. What happens then? Just a short while ago this would have been a difficult and expensive road block. In the macro sense, market research can certainly help a marker gain insight into a group but it takes a rather big bite into a precious and limited budget.
Personalized Landing Pages:
A Key Ingredient in the 1:1 Marketing Mix
In many ways pURLs showcase all the key elements of 1:1 marketing. They use customer data to tailor a unique web experience that reflects the individual’s preferences. They combine data and technology in a way that facilitates a conversation by providing the user something they want while gathering additional data to further the 1:1 process. They facilitate a more effective sales follow up by providing customer preferences real time for sales to follow-up with.
Here are several examples of best pURL practices:
Using pURLs as a component in a larger, multi-channel campaign
Providing pURLs as one of several response mechanisms
Gathering valuable information to improve future communications
We recently launched a lead generation campaign using the very same tools we sell our clients. The goal was to connect with new and existing groups and obtain more work. Sound familiar?
The target contacts were mobile, tech savvy individuals. They needed to be reached using a variety of digital technologies in combination with traditional means. Using KP’s Marketing360 solution, they created a multi-touch campaign using customizable templates and easy-to-use web tools to easily create a personalized email and personalized URL (pURL) that automatically triggered fulfillment orders of custom kits… Read More »
KP struts its stuff at the WA facility grand opening fashion show. Check out the video for the hottest “121″ direct marketing fashions or click here for a full rundown of the festivities.
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