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How to create direct marketing campaigns that beg to be opened

How many times have you picked up a piece of mail, only to toss it before opening? The idea may have been funny or unique, and it may have caught your eye, but for some reason, something doesn't seem right.

That's because the marketing team forgot to ask the magic question when planning the campaign: "Is it relevant?"

A recent poll by the CMO Council and InfoPrint Solutions found that, while 64 percent of consumers say promotional offers dominate the email and traditional mail they receive, only 41 percent view these as must-read communications.

Of the 91 percent of consumers who opt out or unsubscribe to emails, 46 percent are driven to brand defection because the messages are not relevant.

The threat of customer churn and disconnection intensifies as 41 percent of consumers say they would consider ending a brand relationship due to irrelevant promotions, and an additional 22 percent say they would definitely defect from the brand.

As marketers, we often get caught up in promoting the features of our product or service, without thinking first about the consumer. In this over-communicated world we live in, if it's not relevant, it gets deleted or unsubscribed or tossed in the circular file, and if you are implementing a cross media campaign, all three might happen to one promotion.

We don't need to be Ali Baba but we do need to understand that customer relationship management systems hold the key to personalization. These systems capture a wealth of information about customers, including demographics, buying patterns, and preferences, yet these databases are underutilized because we don't know how to translate this information into a relevant, more successful campaign.

The goal is to create a relevant message that engages the recipient in a relationship with the marketer. While some may think more is better, that’s not always the case with personalization. You have to be careful what and how you personalize.

To learn how you can transform your database into a personalized and relevant communication that has real meaning to the recipient and says "Open Sesame," consider the using the InteliMailer™ as a pallete to paint the perfect picture of the magic carpet ride to relevance. Get it opened, get it read and get it acted upon!


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