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At SOLO we have recognised that long gone are the days when huge blanket mailings won new customers for our clients based on numbers alone. Today, if the mailing piece isn't attractive, cleverly personalised and useful then it will be perceived as junk mail.
Buyers are smarter these days and they're inundated with marketing clutter. Temptation isn't enough. Yes, we have to make the mailing piece lovely (interesting) to look at but it's not just about how we tempt customers to open a letter or a package; it's about how we as marketers can deliver ongoing information to our customers that "enriches" them. Our ultimate goal has to be to help customers do their jobs better, or to lead improved lives.
The future of direct marketing is not just about tempting our customers or convincing them to buy more; it's about communicating a message that says, "Regardless of whether you buy from us or not, you need this information..." Smart marketers are doing this today via direct mail.
There will always be a place for direct mail in the years to come, but the mailing piece without highly relevant personalisation and without valuable content will be immediately destined for the bin. Those brands that take the high road will find the kind of profitable customer relationships that drive business success.
If you would like to find out how SOLO can help you and your company achieve these goals with sophisticated design and highly personalised digital print then please call Sue Owen on 0118 941 0101.
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http://www.solo-uk.com
