The Power of One-to-One Marketing . . .
• 44% increase in response rates by adding only a name to a static black
and white direct mail piece*
• 45% increased response by adding color only to the same direct
mail piece*
• 135% response-rate increase by adding color and name*
• 500% increase in response rates by adding database information as
well as color and name*
This latest marketing practice uses digital printing and customer database information to mass-customize printed collateral. Now print pieces can be designed to include data uniquely relevant to the recipient, from offers tied to spending habits to graphics tied to gender, interests, or geographical location – just about anything a marketing executive can imagine and collect in a database.
Personalized, specifically tailored and individually targeted marketing dramatically increases return on investment through increased response rates. You’ll also enjoy increased customer loyalty, greater average orders, reduction in costs and improved lifetime value of customer.*
At Millennium Marketing Solutions, we work with you through the entire one-to-one marketing process – from strategizing, designing and writing, to printing, sorting and mailing. We also have the web design expertise to build sites that allow critical data collection to help you build your database for future one-to-one projects and even provide print-on-demand capabilities. With these comprehensive services conveniently located under one roof, the team at Millennium is uniquely qualified to collaborate with you on your next one-to-one marketing project.
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 Case Study - Federal Business Council
Challenge: The Federal Business Council (FBC) specializes in producing trade show events and conferences at federal government locations throughout the United States. The FBC wanted to increase 2008 event registration through a direct-mail campaign.
Solution: Using one-to-one marketing and variable data printing, Millennium created a three-tier campaign to reach three distinct audiences. Top-tier and existing customers received items that included personalization and database information. A static (universal messaging) piece was sent to a purchased bulk mailing list.
First, top-tier clients received a 12-month spiral bound calendar that included a list of all 2008 FBC-sponsored events. Within each month event dates were noted, but, more importantly, using variable data printing technology, all events previously attended by the recipient were highlighted. The remainder of existing customers also received a calendar; theirs were unusually packaged and included a personalized wall calendar and two different promotional items. The 11 x 17-inch, 12-month wall calendar listed all FBC’s 2008 events, highlighted all event dates and again, all events the recipient had attended in the past were also highlighted. The purchased-list direct-mail recipients received the colorful 12-month wall calendar with no database information included. Both the clearly branded personalized and static wall calendars were mailed in a hard-to-miss 12-inch-long clear tube. Along with the calendar came two imprinted magnetic document pins for hanging it and an imprinted mini-marker for adding notations.
Design, printing, promo product acquisition, assembly, and mailing for this 25,000-piece project were all handled by Millennium.
RESULT:
As a direct result of this one-to-one campaign, the FBC realized a 30% increase over the previous year’s January registration sales. Combined sales for December and January were up 19% from that same time period in the previous year. The FBC also received seventy special requests for the wall calendar. |
