Direct Marketing: Strategy, Planning, Execution by Edward Nash

Author:Edward Nash
Language: eng
Format: mobi
ISBN: 0071352872
Publisher: McGraw-Hill - A
Published: 2000-01-20T14:00:00+00:00

Personalization

Only direct mail, with the help of computer data and related high-speed printing technology, can facilitate the infinite range of personalization available today. It is one of this medium's most unique capabilities. Even web marketers, as of this writing, have been unable to send personal messages except to print the prospect's Internet screen name as in "Dear Nashnet."

Sorting. As "relevance" is the key to personalization, not just repeating the prospect's name, segmentation is its simplest form. This can take place when lists are processed, permitting a message to be selected on the basis of demographic, geographic, or psychographic data. This personalization consists simply of inserting a different preprinted or laser-printed letter with each different list, or adding a special buck slip- a 3" X 8" insert so-called because it about the size of a dollar bill—to address a type of prospect. For example, a magazine might include a special insert for people who once subscribed, or a slip announcing that a forthcoming issue will have an important article on a subject that, according to the list the prospect is on, should be of particular interest.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.