Personalization Improves Results
Using XMPie software technology, Hillside now offers powerful variable data printing that dramatically stretches your marketing dollars. Every single piece of paper we print for you can be personalized, allowing you to double or triple your mail solicitation response rate, whether that is for a postcard advertising your services or for a not-for-profit brochure requesting financial support.
All you need to get started is a simple database that will allow us to customize text, graphics and images that appeal directly to each individual in the database. As your comfort with the technology grows, it will be possible to progress to a full-blown cross channel marketing campaign that includes email, personalized internet sites (Personalized URL’s) and sophisticated campaign results measurement.
Here are just a few examples of the dramatic results organizations have achieved through personalized marketing:
“I Heart DIG” Campaign Markets Cross-Channel Capabilities
After sending a Holiday card in December, DIG created a follow up cross-channel marketing campaign at Valentine’s Day. They wanted to share the results of the Holiday campaign and use the Valentine’s Day campaign as a lead generation effort. The direct marketing postcards directed recipients to a Personalized URL (PURL) where they could select a free t-shirt. DIG achieved a direct mail response rate of 16.5%.
Boden is a mail order clothing retailer based in the UK. For their Winter 2010 catalogs they wanted to create a cover that would create an immediate emotional connection with the customers, demonstrate their core values and grow sales. Working with their marketing services provided, they produced a catalogue with a highly personalized cover customized for different customer segments with some very engaging content. The personalize catalogue led to a 30% higher response rate than a generic version, a significant increase in ROI and a prestigious marketing award.
DaVinci’s Restaurant Serves Up Results
DaVinci’s is a newly renovated, gourmet Italian restaurant that re-opened its doors with a fresh look and a new menu. To ensure the grand opening was a success they implemented a cross-media program that incorporated digital print, email, web and social media. Personalized postcards invited potential customers to see the renovation and transportation of the restaurant. By visiting their PURL and answering a few questions, customers received a coupon via email. The campaign generated a 4.8% direct mail response rate and help Davinci’s grow their customer database.
SAP Uses Personalized Direct Mail to Win New Business
Enterprise management software developer SAP’s Break Down the Walls co-op direct mail pieces breaks through to the vital small to medium sized business market. The response rate was 110% better than previous campaigns and costs were reduced by 50%.
University of Toronto Uses Personalized Mail to Generate 80% increase in Donors
The University of Toronto, Canada’s largest university used variable data printing to generate an 80% increase in the number of alumni financial donations.
Push the Rock Sees Exponential Growth Using Relevant Fundraising Tactics
Push the Rock needed donations to fund its summer camps, mission trips and other programs. A multi-phase, cross-channel direct marketing campaign was developed to reach out to families of campers, previous donors and prospective donors. The high integrated donor nurturing campaign utilized direct mail, email, PURL’s and flash video. The campaign achieved impressive results – a 94% increase in money raised for the Annual Fund and a 2005 campaign ROI.