Direct mail can get substantial support, without competition, from an integrated marketing solution. The one dimensional approach that we all are accustomed to is not good enough any longer.
The better lettershops (although they do much more than produce letters) have developed sophisticated data processing techniques, employ roll to roll as well as sheet fed laser printers. They personalize in black and white and in full color on both sides of the paper and they do it with the personalization facing in any direction that the artist prefers. They produce codes that enable them to track the origin of the list and flow through to the finished product and give the client some critical data for future use.
The first three seconds after receiving your mail piece the recipient has some options. They can read and destroy or read and reply. Then they can fill in and mail a response vehicle, call a phone number, e-mail a response or go to a web site to make a response.
Some of these options take days to get into your response stream and the delay may allow the recipient to re-think their original option. Most of the end results take a while to put you, the marketer, in a position to determine your plans for the next mailing project, especially if you want to mail with some degree of accuracy and frequency.
Think about supporting, and even reinforcing, your direct mail campaign with a new response device. A PURL! This is a Personalized Universal Resource Locator – the recipients’ very own web page. This is a unique web page, such as chuckpolle@agreatideafrompmcink.com. When the recipient reaches his personal site – a personal landing page, he is greeted personally with data from your data base –“Hi Chuck, thanks for visiting us”.
The response process is very easy and enjoyable to use and the dynamics allow each step to make the next step even more personalized.
The respondent acts immediately and the replies are received and acted upon immediately. A response is generated, and you can take action immediately. Follow up calls or e-mails are quick and easy. And, all of this information is built into statistics in real time so planning for action or reaction is at your finger tips.
You can develop more qualified leads, convert more leads into customers and measure results in real time.
We have also developed a new customer acquisition and retention program with the ability to lower acquisition costs and the additional option of producing another income stream
For more information, call Chuck Polle, VP of Precision Marketing Concepts at 718.875.7300 ext 241