Direct Marketing Techniques for Increasing Sales

Direct marketing personalization is a tailored, targeted printed message directed at each consumer based on their particular characteristics, preferences, and behaviour.

Personalization can be accomplished using language, both in the designated addressee and in the body of your message, images, or a combination of factors based on the segmentation group. Certain areas of our brain light up when we hear our own name, according to Brain Research magazine. Not when we hear the names of others. It's just us.

For several reasons, remembering and incorporating your client's name into a correspondence is critical:

• Names serve as unique identifiers

Our names elicit particular and unique emotions in our minds, creating strong connections that anybody may utilize. Being addressed by their first name elicits a positive response from everyone.

• It reintroduces you to the conversation.

The best approach to get back into a conversation is to say the person's name. It's the same with printed materials. You'll have your customer's entire attention and they'll prefer to "listen" more intently to your message and proposition because they respond so strongly to seeing and hearing their name.

• People like you more.

Reading your name customizes your message and is perceived as attentive and empathic. Using your customer's name helps to create powerful relationships that are difficult to break.

• Aids in the development of loyalty.

People choose firms that remember them and their preferences. An exceptional user experience is preferred over an impersonal one. Using a person's name in written communication makes them feel significant and validated, both of which are strong feelings you want your consumer to have during any contact.

How can you make your direct marketing communications more personalized?

?There are many different types of customized direct communications; in this part, we'll go through the five most popular techniques that may be simply implemented into your direct marketing campaign to increase sales.

1.?????Socio-Demographic personalization

?Although this is the most apparent and powerful approach to personalize marketing communication, it is also one of the most overlooked in both direct and digital marketing.

You may improve your discussion by developing a campaign that more closely matches your client's gender, age group, or relationship status, among other factors.

For Instance, the 2018 colour of the year is Ultraviolet, which is a wonderful selection for women since it is one of their three favourite colours, along with blue and green, but definitely not the greatest option for your male target audience because it is one of the colours males dislike the most. You may thus divide your database and modify the colours for each target group if you want to have a greater influence on them. Using digital print technology, this is a simple task to organize.

2.?????Image personalization

Image type is one of the methods for personalizing content.

·????????Including personalized images

?You can change your visual message to everyone if you want to advertise a product or service that is better suited to a certain group, or if you believe that your target group matches a series of items.

To Illustrate, if you have members of your gym who attend yoga, spinning, or others who haven't joined any class in the previous six months, the majority of them are undoubtedly inactive.

If you want to enhance gym attendance, give them a message that represents their favourite hobby or the installations for your non-active group. That will have a greater impact than providing them with an identical image, which is unlikely to correspond with individual tastes.?

·????????Personalizing an image

?When you include your client's name into a picture, you may have a significant influence on your message.

There are several ideas to use, such as a cushion, as Sass & Belle did in their Christmas 2017 catalogue, or the famous Emma Bridgewater personalized mug (which also increased the campaign ROI by 25% after incorporating this type of personalization), a book cover, or whatever you want to add to tailor your message to your client.

?3.?????Purchases Personalization

Why not send a direct mail advertisement for running accessories if your customer purchased a pair of your brand's running trainers?

A simple thank you note mentioning the online accessories, or a voucher allowing them to earn extra loyalty points (or a discount) on the running accessories.

If you own a membership organization and you know your members go to specific events, such as children's activities, why not give them information about your birthday party/school activities services? To target them, you must first understand their behaviour. You can learn more about their tastes by using historical purchase data or surveys, as well as other marketing methods.

This is a subtle but effective approach to personalize a message to improve the average expenditure of your customers. You may personalize your client's offer if you know their purchasing power. Companies are embracing personalization to boost revenue with tremendous success.

4.?????Income Personalization

It is simple to predict your customer's typical expenditure and the likelihood of purchasing a new product based on previous purchases. But, if you have a fresh lead or customer who has recently made a purchase or has not yet made a purchase, how will you estimate their spending? The solution is to profile your database.

Data management allows you to forecast their revenue depending on their postcode and other factors. This data gives you the tools you need to tailor your communication to people who are more likely to connect with your message.

5.?????Location Personalization

If you have a local business, a chain of branches, or are having an event in a specific region, you may target your message to people who are closest to your store or those who are most likely to attend your event.

You may give them a sample of one of your products, as well as a map with the shortest route, available parking, and any other local information that will assist them to find your shop. You could provide different products or services depending on where you are.

Some gyms, for example, offer separate schedules or specials for each branch and send various information to each.