As with pop culture (like I wrote about in my last blog), relevancy is the key. That’s also the case for success with your print marketing tactics. When done right, traditional methods of outreach can be just as effective at reaching your target customer.
It may seem old school, but print such as catalogs and direct mail can help overcome any digital overload consumers face today. A big part of being relevant is using personalization in your approach. This will strike the right chord when communicating with your customers. And, when you pair that with other outreach channels, you are guaranteed even higher response rates.
Relevancy isn’t just about including the recipient’s name; it also means tailoring images, the messaging, and the information so it speaks specifically to that customer, or potential customer. A Xerox and InfoTrends study reported that 44 percent of direct mail is quickly discarded if it’s not relevant, whereas 80 percent of consumers tend to open a personalized direct mail piece. At the end of the day that is very significant.
Catalogs are also making quite a comeback. It’s not hard to find retailers who drive sales to both digital channels and brick-and-mortar stores with their printed catalogs. This is even more effective when the printed piece is attractively designed and — yes, I’m sounding repetitive — personalized to each recipient. You’re seeing a pattern here, aren’t you?
The advances of inkjet technology are truly transforming catalogs into cost-effective personalized vehicles. High-quality color options and rich substrates with quick turn times can be expected when using the inkjet printers of today.
With Mount Vernon Printing’s deep resources that feature the latest technologies, we’re set up to help you stay relevant. Let us help you brainstorm the most effective ways to meet your printing goals.
Photo courtesy of Xerox.com