What is personalised print marketing?
Personalised print marketing is a strategy that utilises your data to help connect with your customers, on an individual basis. Ensuring your print marketing channels work efficiently delivering the same personalised experience alongside your online marketing channels. Delivering an optimised customer experience, targeted at each of your customers or prospects, at an individual level.
Examples of how print can be personalised
- A personalised URL (PURL) & QR Codes
- ‘Quote’ Codes
- Text; anything from individual names to full paragraphs of text
Why is personalisation important in marketing?
It used to be a nice extra touch to add a customer’s name to a marketing communication whether it be on a letter or an email subject line. Today customers expect personalising by their name as a minimum.
“91% of consumers are more likely to shop with brands who recognize, remember and [go on to] provide relevant offers and recommendations.”Accenture Pulse Check 2018
What customers really want from a brand is to be cared for, listened to and understood. This may seem a little daunting but it can be achieved through robust and strategic data analysis and segmentation. These things drive the majority of your personalised campaigns where each communication is relevant and contextual to your audience. Making them feel listened to and understood.
Customers want this tailored experience from brands so much so they are even willing to provide additional data to help achieve it.
59% of UK consumers are comfortable sharing data about themselves like clothing size, age, and family make-up [in exchange] for a better service.Cheetah digital econsultancy 2022 digital consumer trends index
Personalisation helps to drive engagement and builds relationships whilst making each communication as effective as possible.
How to Use Personalised Print Marketing to Drive More Sales
Personalised print marketing is an effective way to reach your target audience and make a lasting impression. But where do you begin to implement this into your print marketing campaign?
Personalisation for every marketing channel begins with your data. It can be enhanced through profiling your customer, your creative design and improved by collecting further data on your customers. Here is a quick overview guide of how to use and implement personalised print marketing.
Identify Target Audiences for Personalisation.
Before you can tailor a personalised print marketing strategy to your target audiences, you’ll need to know who they are. To do this effectively, you’ll need to identify your existing customers, their needs and interests. Use data such as geographic, demographic and behavioural criteria to create a comprehensive profile of your ideal customer. Once you have identified your target audience, you can tailor the content of your printed materials to connect with them on a more personal level and to help generate increased engagement and sales.
Integrate Other Channels into Your Print Campaigns.
Personalised print marketing can be more powerful when combined with a comprehensive multi-channel approach. Consider how you can integrate email marketing, social media and other digital channels with your print campaigns. Combining different channels together allows you to target customers more effectively from multiple angles, and drive them to a specific website or landing page where they can purchase your products or services.
Tracking the analytics of your campaign will help shape a picture of how your audience interacts with the various channels, which raise brand awareness and generate click throughs. These are powerful insights which you can continue to tailor and adjust feeding into your future campaigns.
Focus on Quality and Make it Relevant.
Quality matters when it comes to personalised print marketing – we’d say it’s essential for successful campaigns. This applies to everything from quality data & insights, through to delivery & design.
The quality of your data directly impacts the level of personalisation and possible segmentation to deliver the most relevant message to your target audience tailored to their specific needs and interests.
When it comes to the quality of your creative materials, focus on high-quality images and design that not only stands out from the competition, but also resonates with your customers to keep them engaged.
Measure Your Results and Adjust Your Strategy as Necessary.
From the moment you release your personalised print marketing materials into the wild, it’s time to track your results. Measure the impact by tracking the responses from your customers, such as web clicks, calls and sales conversions.
Always ensure that you have enough data to make meaningful comparisons before drawing any conclusions or making decisions about whether or not to adjust your strategy. This will help ensure that you’re staying on top of how effective your campaigns are and making adjustments as needed for maximum ROI.
What are the benefits to personalised print marketing?
Improves your response rate
“Personalised mail is 35% more likely to drive an actual purchase”JICMAIL Item Data Q2 2017 to Q3 2019
Personalised mail is relevant mail to your target customer. The message will resonate more with them, evoking the desired response and subsequent purchase.
It pays to personalise.
Speak and resonate with every customer
At Eight Days A Week, we can help you to create a bespoke brochure or product catalogue which really speaks to every customer.
By tailoring content to individuals, or segmenting recipients based on their gender, income or previous purchasing history – your direct mail marketing can become more effective than ever, delivering a greater response and return on investment.
Provide a bespoke experience to your audience
We can work with you to create a design, then print and mail it to your selected customers. Every brochure could be different, allowing you to market products and services in an entirely unique way. We can help you customise direct mailouts to contain specific wording, images, products or offers.
Boost engagement and brand awareness
By building your brand, you’re creating a community. Bespoke direct mail can help make your customers feel valued and promote loyalty to you and your products.
Guide to personalised Direct Mail campaigns
There are great benefits to personalising direct mail campaigns, with the wealth of customer insights and data to help deliver a tailored message that resonates with its recipient. It is why we have an in-depth dedicated page that works as a comprehensive guide to personalising your direct mail as well as the benefits you can expect.
Can you personalise Litho print as well as digital print?
The short answer is yes you can personalise litho print.
To personalise litho print you would purposely leave the personalised areas blank from the main print. This is then printed over digitally adding the personalised elements. There is a cost involved in doing it this way, but depending on your volumes and sizing this still might be the most cost-effective route.
As expert commercial printers we will always look at each job on an individual basis and advise the best way for your project to be printed based on your goals, time frame and budget.
Can you personalise leaflet drops?
Leaflet drops, also known as door drops, essentially canvas postcode areas rather than individual households. A powerful tool for new customer acquisition campaigns. If you want to delve a little deeper into the specifics read our dedicated door drop service page.
The very nature of door drops removes individual personalisation such as name or interests. However, you can still personalise your print marketing primarily by location. This is ideal for opening a new store or promoting a new local service.
This isn’t where the possible personalisation ends. At Eight Days we help with selecting and targeting the postcode areas that will help drive the results you are looking for. We can help identify postcode areas with higher percentages of your ideal customer characteristics such as household income. This way we can tailor the overall message that will resonate with your prospective ideal customers.
Ready to explore door drops further? Speak to one of our experts or read more on our royal mail door drop page.