Any marketing campaign should have a high return on investment. There are simple but crucial steps that you can take to increase your print ROI and achieve your desired result.
Target your audience right
It will fail if the wrong audience is exposed to your best offer. It is important to plan your campaign. It is important to define what success looks like for your campaign. What revenue are you looking to generate, how many leads are you seeking, and how much product would you like to shift?
Your audience is the people with a problem you can solve and will pay you money to fix it. You can get the most from your print ROI by knowing your audience and building your campaign around their needs, language, and lifestyle.
Be relevant
If you sell Christmas decorations to the B2B market, could you not sell them in July? At the launch of your campaign, focus on what your target audience is interested in.
Customers will receive seasonal offers. This applies to both what you sell and how you present it. To attract attention, tie colours and formats to the season or high-profile events like Wimbledon.
You can use trends and insight to predict your audience’s thinking, even if it doesn’t always correspond with the season. Although February may not be the best month to go on a vacation, it is when people feel more optimistic after all the winter doldrums. This makes it a great month for holiday promotions.
Make it simple for them.
Customers should be able to easily find their way to a store or outlet if they are asked.
Make it easy for them. Clear copy should be used to explain how your product/service will improve their lives. Offer incentives such as discounts or early bird bonuses to make it easier for them.
Be valuable
Your target will appreciate your solution. While a promotional postcard is great, a postcard that includes a discount card, industry insight, or an irresistible invitation can be even better.
You can build trust and credibility by being as useful as you can. This will increase the likelihood that your target will act and improve your print ROI. Personalizing the value is even better (see below).
Personalize, personalize, personalize
Variable printing lets you personalize your mail beyond the basic. Variable printing allows you to personalize beyond the basics. A recent study found that 98% of recipients prefer personalized mail.
Variable data printing allows you to segment your main campaign and tailor your offer to your target audience’s location, demographic, or purchase history. You will feel more like a leader than one and be more likely to say yes.
Clean your data
It is costly to have bad data. According to Royal Mail research, it can cost UK businesses up to 6% of annual revenues. Don’t launch a campaign if you haven’t done a data cleanse.
Duplicate or incomplete records should be thrown out, opt-outs must be removed, and professional services contacted to ensure that you don’t mail the dead or those who have moved. It can also be wasteful to send the wrong mail to your brand.
Integrate digital and call campaigns
Cross-pollinating digitally and in print can significantly impact your print ROI. QR codes can direct your target audience to social media campaigns or websites without fuss. This will help reinforce your brand message in both the digital and physical worlds.
To follow up on your print campaign, use outbound calls. Outbound call centers can increase response rates by reminding your target about your offer and encouraging them to take action.
Are you looking to get more out of your printed materials? To increase the effectiveness of your designs, get in touch with our creative team for a free chat.
