Using Colour to Increase the ROI from your Direct Marketing Campaigns

The main driver of ROI in a Direct Marketing campaign is the response rate.

Effective use of colour helps deliver higher open rates, read rates and response rates by allowing you to talk to customers and prospects with engaging and highly relevant 1 to 1 messages. The use of advanced digital colour printing means that variable images as well as variable text can be included to bring ideas to life and maximise the contribution of the creative content.Effective use of colour helps deliver higher open rates, read rates and response rates by allowing you to talk to customers and prospects with engaging and highly relevant 1 to 1 messages. The use of advanced digital colour printing means that variable images as well as variable text can be included to bring ideas to life and maximise the contribution of the creative content.

By analysing data and determining data insights, your direct marketing campaign can be segmented with each segment presented with content designed with the characteristics of that segment in mind. Modern inkjet colour print systems mean you can engage efficiently and with relevance even on the larger Direct Mail Campaign. For example:

• Create a brochure with selected promotions based on customer profile using colour
• Send promotions and customised offers based on passed redemptions or purchase history.
• Look for opportunities to transform generic communication into customised experiences by adding personalisation.

The use of colour print can allow you to engage in ways that were not possible with generic collateral. Marketers can now make every point personally relevant:

• Adapt offers to match individual interests and purchase patterns
• Tailor the message to suite the demographics
• Includes maps based on geographic location
• Change headlines to suit the audience
• Use vibrant and personalised graphics entirely around individual customer data
• The use of colour in statement or bill production opens possibilities for increase up sell or cross sell sales responses from your transactional Electronic Documents.

Mass customisation is available today. Improve your ROI by implementing 1:1 data driven segmentation and digital colour printing to bring these strategies to life. Mass customisation is available today. Improve your ROI by implementing 1:1 data driven segmentation and digital colour printing to bring these strategies to life.

ABnote Mailcare is a full service Melbourne base direct marketing services provider.www.mailcare.com.au