Many marketers face decreasing response rates from direct mail efforts as they struggle to grab their customers’ attention. Marketers compete not just with other similar companies, but with every other piece of mail that enters a customer’s inbox or standard mailbox. In order to make an impact, Loyalty Builders takes a true one-to-one marketing approach with highly individualized direct mail pieces that talk specifically to each unique customer. Loyalty Builders has tested and proven that true one-to-one marketing is one of the most effective ways to increase response rates from direct marketing efforts.
True one-to-one marketing has evolved greatly over the years. We saw it start with ‘spray and pray’ (sending the same communication to every customer), then marketers learned about segmentation to divide their customer population into like-minded groups based on geography, demographics or behavior. With technology advancements, personalization came into the mix and marketers could address each customer by name. Customization takes it just one step further by using different images based on a customer’s geographic location or interests.
Many marketers fall under the misconception that personalization and customization are one-to-one marketing. However, individualization is the key component to true 1:1. With the help of predictive analytics and Variable Data Publishing, it allows every element of a direct communication to change for each unique customer - including color, messaging, layout, images, and especially product offers and discounts.
If done right, we promise you’ll see a jump in your own response rates. We’re here to help you get those results.