October, 2009
Understanding The Variable
Data Printing Evolution
Marketers are faced with an ever-increasing challenge to make their messages stand out. Using personalized communications with relevant text, images and graphics will increase readership, evoke action and receive a higher return on investment. And now, with the emergence of integrated cross-media communications, the worlds of print and electronic media are coming together to generate significant measurable improvement in achieving business objectives.
Testing a marketing campaign is a key factor in determining its success. Xerox regularly works with customers to analyze a traditional static direct-marketing campaign and comparing the results against one that uses personalized, one-to-one messaging based on demographic data and printed on digital printing technology.
The results are indisputable. A recent Xerox test with a state tourism office demonstrated that a relevant personalized mailing generated a 24.1% improvement in the response rate over a traditional generic piece. Additionally, the tourism office projected that the personalized mailing also generated 23.4% more revenue from state visitors than the control generic group.
Results like this can be achieved by keeping communication personal and customized with relevant data; establishing a very specific target audience; setting a goal and determining what metrics will need to be tracked for measuring the campaign's success; and using personalized URLs to collect data for future follow-up and to track the success of a campaign.
There is tremendous power in personalized one-to-one communications and integrating print, Web, and e-mail into a campaign increases that power for marketers. Messages are more effective because they are customized and relevant to that specific audience in both content and preferred avenue of communication. Digital printing gives marketers the ability to customize their message, increase its effectiveness, create greater customer loyalty and help achieve better return on investment.
THE TAKEAWAY: Integrating print, Web and e-mail in VDP campaigns boosts effectiveness
Source: DMNews.com Gina Testa, vice president, Xerox Corp.
|
Some Online Ideas for NonProfits
Online fundraising offers
nonprofits the opportunity to reach new audiences while building stronger
relationships with existing constituents who are spending more time on the
Internet. For organizations used to communicating via direct mail and
telemarketing, embarking on a digital strategy presents a unique set of
challenges and opportunities.
Think about the entire online experience
Begin with the subject line. It won't "close the deal," but it
could stop further action if done incorrectly. On mobile devices, recipients
see about 20 characters of your subject, so make every one count. Test your
links. If you say "click here," make sure "here" goes someplace that moves the
reader closer to giving. Immediately send a short, warm acknowledgment for
every donation, telling how the gift is being used.
Don't forget the small details
Don't make the online donation form too complicated; it's about
getting the donation, not collecting every bit of information you'll ever want.
Don't forget to include your mission statement on your Web site. Also, don't
assume a potential donor will stumble across your Web site and decide to give;
be proactive online and offline in driving potential donors there.
Create seamless integration across channels
Direct mail pieces should have a unique URL landing page that
supports the campaign and tracks direct mail visitors to the Web site. E-mail
blasts to overlapping direct mail and online constituents should be coordinated
and timed for maximum impact. Highlight critical campaigns featured in direct
mail and e-mail within the online donation form. Integrate special campaign
offers within paid search creative. Don't just create a campaign and then add
on a digital component.
If raising funds is your goal, do not have all of your
efforts pushed to the main Web site.
There is typically too much happening on the homepage for a
fundraising message to stand out and be clear. Instead, create landing pages
that focus on the reasons to give and drive potential donors to these pages.
Empower constituents to act for you
Online tools provide great vehicles to harness supporters'
passion for fundraising, recruitment and evangelism. This can be accomplished
by writing messages that inspire donors and reflect their interests. Also be
sure to make giving opportunities tangible and explain how gift levels impact
your cause.
Stop building your prospect and e-mail files
Instead, use online and creativity to reach new people and
provide donors who are giving less with meaningful ways to engage. Don't rely
on the structure, skills and approaches of the past. Try to evaluate and
reallocate resources from declining, slower growing areas to those that are
more efficient and effective at reaching people.
Recognize that retention is a metric, not a strategy
Take the time to understand what matters to your constituents
and then create online messages around those interests. Being relevant is king
when it comes to having mass market conversations with your donors. Relevance
drives satisfaction, and satisfaction affects retention. Loyalty equals more
support for your mission.
Never underestimate the value of non-donor behavior
Every action - dialing a 1-800 number, changing an address,
volunteering, requesting information, and more - is an indication of interest
and a critical ingredient in the relationship value recipe. Don't be afraid to
model these interactions and understand the true value of the full
relationship, not just the donations part.
Source: DMNews.com
|
