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Boost Your Print Effectiveness—FAST!
July 30, 2008

Want a quick and inexpensive way to dramatically boost the effectiveness of your print mail? Segment it.

You can do this with your in-house list or do it inexpensively with a purchased list. Pick a variable that impacts the decision-making of your customers and prospects and design a version for each segment.

If you are purchasing a list and don’t know much about your customers, you might segment by something as income, gender, or ethnicity. If you are selling cars, you would promote different vehicles to people with incomes over $100,000, for example. If you are a doctor’s office, you might want to encourage people to come in for “well” visits by changing the text to discuss different medical conditions common to men or women or to people of various ethnic backgrounds.

Say you are opening a new medical office. You could send out a mailer within a specified ZIP code range announcing the opening of the office, talking about your wide range of services and qualified staff. Or you could segment the mailing by gender, saying something like, “Did you know that heart disease is the number one killer of women? Have you had a well visit lately?” Or segment by gender and age, asking women over 40 if they’ve done their baseline mammogram.

This is information that is readily available from list providers and might cost you only an extra $25 or $35 per thousand to purchase. Considering the impact this can have on your response rate, that’s quite a deal!

Have questions? Comments? I'd love to hear from you. You can email me at htollvr@aol.com. For more information on primers for marketers and small businesses on digital, 1:1, and Web-to-print technologies, visit www.digitalprintingreports.com

Posted by Heidi Tolliver Nigro on July 30, 2008 | Comments (2)