Customized customer messages

Execute highly personalized direct mail for superior results.

Creating "variable" prints-means every page can feature different images and texts by using customer data captured from CRM databases.

However, marketers aren’t demanding more personalization from their direct mail suppliers because the ROI model hasn't been adapted to address new variables. For the past 50 years, marketers have followed a model that was driven by the lowest price possible to hit as many people as possible- with 1% returns. An attempt is being made to change the business model. Marketers need to know how to calculate the ROI to drive "variable" message strategies. The main goal in variable technology today is to build case studies to show one-to-one communications is truly worth the investment. A recent one-to-one direct mail example led by Xerox and two clients delivered a 76% increase in product sales versus the traditional creative. The new piece also convinced revenues per client. So while the one-to-one mail cost was higher per piece than the traditional direct mail, the client more than made up for that in increased sales.

Examples of variable printing include a 24-page tourist guide that features photos, hotels and text tailored to the individual. Each piece is built from scratch. It goes beyond traditional limits and lets marketers' direct marketing drive sales and accelerate customer acquisition.

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