Putting 1:1 Targeted Mailings into Action

When it comes to 1:1 printing, there is more to success than design. There is also more to success than the amount of data you use. Well-executed 1:1 printing often falls under the umbrella of “relationship marketing,” an approach that focuses on fostering long-term relationships with customers rather than focusing exclusively on the short-term sale.

What might this look like in real life?

Say you are an entrepreneur with a small retail shop selling organic dog treats. Normally, customers walk in and place an order. You smile and greet them, hoping that friendly service, great products and reasonable prices will keep them coming back. You might have special discounts or promotions on a placard or written up on a blackboard behind the counter.

But what might this look like if you decide to implement a proactive relationship marketing program using 1:1 printing?

In this scenario, when customers walk in, you smile and greet them, but you also ask whether they would like to be on your mailing list for your newsletter, “Pet Pampering.” If they say yes, you collect their name, address, e-mail address and critical information for personalizing the content and message, such as their pet’s name, birthday and favorite treats.

Once a month, you send out personalized versions of “Pet Pampering,” addressing the pet owner and pet by name. You provide pet care tips, pet recipes and make relevant offers based on past purchases. If a pet’s birthday is coming up, you might offer a bulk discount. Around the holidays, you might suggest cross-sells to unusual pet gifts. When sales are slow, you might boost end-of-month revenues by offering a free sample of your latest creation if the pet owner brings in a coupon.

Because relationship marketing is about relationships, you might want to create excuses to open dialogs with your customers. This might include an occasional customer survey, feedback form or customer contest, such as for the best new dog treat flavor idea or the best picture of a pet eating your treats. This creates an interaction between you and your customers that makes each person feel valued and gives them a stake in their relationship with you. At the same time, it gives you more information to further personalize future mailings!

That’s relationship marketing—and it’s one of the factors that makes 1:1 printing great.