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Why Personalised Marketing is Critical to your ROI

Why Personalised Marketing is Critical to your ROI

When it comes to marketing, a massive 94% of businesses will tell you that personalisation is vital to their strategy. However, only 72% of marketers know how to successfully implement a personalised marketing strategy.
Personalised Direct Mail

In the age of the connected consumer, most marketers focus their personalisation efforts online due to the relative ease associated with it. However, opportunities are being missed by excluding offline personalisation in delivering a multi channel marketing campaign. With the variety of communication and social platforms available, brands have to work harder in getting their message across. Although online personalisation is a cheaper and time saving option, it doesn’t have the same impact as offline marketing.

The importance of personalisation comes from the customers need to be shown that you understand their preferences and their lifestyle. Brands need to be able to talk about individual products and services that may be of interest. When customers like what you have to offer, they are more likely to keep your company on their radars. Relevant and personalised communications across multiple channels can deliver a 20-30% increase in ROI!

How to Add Offline Personalisation into your Multichannel Marketing Campaign

One of the key factors affecting the success of personalisation is the  used to understand your customers behaviours and habits. The more detailed information you hold on your customers, the easier it is to personalise your marketing materials. Collecting data on demographics, preferences, past behaviours and real-time behaviours all help build up a well-rounded picture of the customer as an individual.

Customer data can be gathered through social media profiling tools, customer service interactions, internet searches and transactional data to name but a few. It’s not sufficient enough just having the data though; it’s what you do with it that will impact the success of a campaign. Whether you are sending out personalised marketing by name, location, past transactions, interests or a combination of these, it’s vital to ensure the data you have is correct and up-to-date. There is nothing more frustrating for the customer than receiving personalised marketing with the wrong information. Ensuring your customer data is clean and correct will instil confidence in the customer. It also increases the chances of them responding to your marketing efforts.

The Digital Print Revolution

With the introduction of digital print technologies, the production of relevant and responsive direct mail has now been made easier. The process has become flexible enough that it allows businesses to customise anything from a single line of text to an entirely different piece for each customer or prospect. In a recent survey from the Royal Mail, it was established that it is now 25% less expensive to implement a digitally printed communications than it was 5 years ago.

Personalised campaigns can be rolled out across a number of channels, giving you the opportunity to speak to your customers through their preferred channel. Customers increasingly expect to have a personalised experience when they engage with a brand. The is no secret formula to success with personalised marketing but having a clear understanding of your audience is a great starting point.

Written by Liam Beauchamp for Burst Digital – 25/04/2016


At Burst Digital we believe that combining print media with smart technology creates better campaigns. We house some of the latest digital printing technology that will allow you to produce dynamic, personalised direct mail that will open up channels to your customers and prospects. In short, it can mean more conversions, more enquiries and more sales.
Ready to up your marketing game? Talk to us today!

Data from Smart Focus, “Why True Personalization is Critical to your Business”, 2016
http://www.smartfocus.com/en/system/files/smartfocus_ebook_-_true_personalization.pdf



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Direct Mail: A Vital Tool in Your Marketing Strategy

Personalised direct mailIn this digital marketing revolution, there has been a rapid change in marketing and communication planning. There are now many marketers who will dismiss direct mail and accuse it of being obsolete. The fact is though mail is still thriving! With the introduction of modern technologies, the way mail can be used has transformed and direct mail no longer has to be considered as just a piece of “junk mail”.

With the availability of refined personalisation techniques and carefully targeted data, a highly creative DM piece should play a vital role in any integrated campaign. You may be surprised to hear it but many people actually miss receiving personally addressed mailings. Customers like to feel that they’re engaging in conversations directly with a brand and this can be done through DM.

A well-crafted piece of personalised mail is hard to ignore and can be a direct entry-point into the consumer’s consciousness. As a result, it can create a pivotal moment in the customer journey. According to the Royal Mail, over 92% of all personalised mail in the UK is opened. Furthermore, a DM piece is essentially delivered directly to the customers’ hands so they’re virtually guaranteed to see your message.

This fact shouldn’t be taken advantage of though. Time still needs to be spent ensuring that a personalised message is relevant to the individual. The more relevant the DM, the more likely it is a consumer will engage and respond. On average, 79% of people will act on a DM if they feel like it is personal and of value to them. However, only 45% of people said they would act on an email, so are you really willing to miss out on potentially reaching that other 34%?

We are not saying that DM is the “silver bullet” and should be sent out as a standalone, but incorporating DM into your overall marketing strategy can act as a pull-through to get your customers talking to you. In conclusion, hitting them with a well thought out DM campaign could be the first step to breaking down walls for closer communication with your potential customers.

Written by Liam Beauchamp for Burst Digital – 11/04/2016


Burst Digital

We believe that combining print media with smart technology creates better campaigns. Using DM to compliment your campaign will allow you to open up channels to prospects and nurture them into a customer. In short, it can mean more conversions, more enquiries, and more sales. Using our digital printing capabilities, we can create those high-impact pieces that will stand out on the mat.

Ready to up your marketing game? Talk to us today!

Data from Royal Mail, ‘It’s All about Mail and Email’, 2016:
http://www.royalmail.com/corporate/marketing/insights/mail-and-email