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1-to-1 marketing delivers highly targeted marketing that is anticipated, personal and relevant. Critically, 1-to-1 marketing, delivers significantly improved response rates compared to mass marketing. And more responses mean more conversion opportunities which in turn generates a positive return on marketing investment.
Quite simply, we take the junk out of junk mail.
It is common knowledge that traditional direct mail is pretty much unable to break through the 1- 2% response rate barrier. In fact, even to maintain these rates, MORE spend is required.
As for press advertising, does it really work for you or does it just make you feel a little better doing something?
Research carried out by the Rochester Institue of Technology examined the impact of adding personalisation to direct mail campaigns in 4 different markets.
In every case response rates rocketed - see graph.
* % increase in response rates of various programmes compared to a black and white control.
1. Static black and white generic mailshot - control
2. Adding customer name only to black and white mail shot
3. Printing generic mailshot in colour.
4. Adding customer name and printed in full colour
5.Tying known customer database information into the personalised mailshot
6. Adding a discount voucher to mail shot.
Intuitively, marketers know that to increase sales they MUST break out of the junk mail 1% - 2% rut. They MUST find an alternative to the blur of pages and pages of press adverts and the background "white noise" of 30 second commercials. But when so many in the direct marketing industry continue to promote and deliver their formulaic approach, the answer seems remote.
We have the solution ! >>> |
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