Using print marketing is a great way to get your company’s name out there and let customers know what services you offer.
But what if there was a way to increase the effectiveness of your printed ads, creating a better experience for your existing customers and drawing in new ones?
According to a study by Accenture, 91% of customers are more likely to purchase from companies who recognize and remember them, providing them with relevant offers or recommendations.
5 Ways to Personalize Your Company’s Print Marketing
Here are five easy ways to add personalization to your print marketing plan!
1. Use Variable Data Printing
Customer Relationship Management (CRM) databases are an easy way for your company to accumulate and sort information about your customers.
Then, to use the data that your CRM has gathered and incorporate it into your print marketing, use Variable Data Printing (VDP) to create a variety of personalized print ads that will better suit the customers to whom you’re sending them. VDP uses more than just the customer’s name: it can also alter your ad’s layout, images, and promotions shown.
Using VDP for print ads results in 3-10 times higher response rates than non-personalized direct mail.
2. Use QR Codes on Your Print Marketing
QR codes are a modern and easy way to quickly send interested customers from your printed materials to your company’s website or social media accounts.
QR codes have many different capabilities, but one of the best ways you can use them to create personalized experiences for your customers is by tracking the links they clicked after the QR code has been scanned. Then you can use that information to determine which services or products are most attractive to your customers and personalize your advertising.
3. Respond to Constructive Feedback
Some customers can find some targeted marketing methods to be invasive or unhelpful.
However, research has shown that 45% of customers appreciate one kind of personalization: personal apologies from companies after negative experiences in-store or online.
So if customers leave a dissatisfied review or experience difficulties while shopping in your store, take note of their information and send them a letter apologizing for the inconvenience. They will appreciate your efforts to make things right with them and will be more likely to purchase from your company again!
4. Personalized Print Inserts
Although completely customized catalogs might be the most personalized route you can take with your direct mail, compiling a unique catalog for each customer would be quite cost prohibitive.
An alternative is to use VDP or another method to create customized inserts for your mail.
You could also consider including customized coupons to draw customers to your store by offering discounts on the products they’d likely be interested in.
5. Choose Personalized Images
Visuals are essential- they catch your customers’ attention and can determine whether or not they open your mail.
Focusing your personalization on the images in your print marketing could have a significant impact. Using the data you’ve gathered about a customer’s demographic, include images that cater to their preferences and interests.
Personalization is the strategy to push your company’s print marketing the extra mile.
