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Case study by VoPP for MYER

With over 67 stores nationally, Myer is a market leader in the Australian retail space. To show appreciation for their loyalty club members, they decided to offer ‘Especially for you’ discounts to increase their Valentine’s Day buzz.read more…

Bulk Mail Partner Program

The Bulk Mail Partner (BMP) program is a recognition scheme designed by Australia Post (AP) in conjunction with the Major Mail Users of Australia (MMUA).

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How well do you really know your customer?

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It is often said that there’s no better way of marketing than one to one. Utilise this method well enough and you’ll get to know who your customers really are.

 

Take the time to ask your customers various questions and assess the responses in real time. Take in what is said, the way it is expressed and the accompanying body language. This will immediately give you the opportunity to tailor what you have to fit your customer. “All well and good” you say, but how do you replicate that for a hundred or even a thousand customers?

 

What you fill find after a few of these ‘one on one’ meetings is that your customers are falling into groups or segments. They may operate in different markets or industries but clearly show similar traits that mean something to you and the way your company operates.

 

Knowing what group your customer falls into allows you to build segment profiles that incorporate customers who have similar needs for your product or service. Once you have a profile of these segments it will become easier to determine how you will market to these customers. If you have asked the right questions then your market will often tell you how receptive they are to different forms of marketing, allowing you as the marketer to adhere to communication preference.

 

Segment profiling will identify the customers needs, how they use your product or service and how they value your offering. You will also find out competitive information. Once identified, you can address your segments individually. Fear not, you will have only a handful of these but the next step is to determine a method of communication!

 

4 Low Cost Marketing Strategies For Small Business

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Marketing should be the core of your business. It can make the difference between a blooming business as well as struggling business.read more…

The 7 Life Stages of Mail: Older Retirees

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Experienced, discerning and unimpressed by over-claims. This audience will save relevant offers and information which can be shared with others. 72% of this group like receiving mail is the content is relevant.read more…

The 7 Life Stages of Mail: Empty Nesters

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Reaping the rewards, spending the inheritance. These people value longer copy and may read it more than once if it is relevant. They spend about 18 minutes on average reading mail.read more…

The 7 Life Stages of Mail: Old Families

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Communal, collaborative and comfortable together. This group of people are 52% more likely to have used a voucher received in the mail in the last year! These people enjoy value-driven content with vouchers or loyalty scheme messages.read more…

The 7 Life Stages of Mail: Young Families

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A new life on a different planet, when everything changes. This group of people are 62% more likely to have a specific place in the home where they keep letters. These people are practical and focused on their parental roles, so content is generally more important than design.read more…

The 7 Life Stages of Mail: Couples

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Finding their feet, building a future – before, after or without kids. This group of people respond to messages which involve their home, community and social life. These people are 26% more likely to have bought or ordered something as a result or receiving addressed mail.  
 

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The 7 Life Stages of Mail: Sharers

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The young ones – newly independent social butterflies who won’t stay still. This group would respond well to letterbox drops because they’re open to building relationships with brands. They’re two times more likely to provide personal details to companies.

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DHL in New Zealand sent prospects the world's largest direct mail package - an envelope over 3 feet by 2 feet!

Think of ways to make your package the most intriguing, the most provocative, the most unusual one that your prospect will receive that week!
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7 Reasons to Use Direct Mail

1. THE MAIL MOMENT
Direct mail enters an individual’s home and is consumed on a one-to-one basis. This gives you much more time with your customer, time to engage them in a relaxed environment
at a time of their choosing.

2. SENSORY EXPERIENCE
The physicality of a mailing adds another dimension to the brand experience. Using your customers’ senses, you can stimulate and entertain, getting them to reassess your
brand and drive response.

3. PRECISION TARGETING
Direct marketing works best when it’s made relevant for the recipient, with tailor-made content appealing directly to the consumer. New digital printing technology can make this
personalisation even easier.

4. MAKE PEOPLE ACT
Direct mail is the most likely form of communication to get a response from a customer, with the cost of every response
measured with accuracy. As it’s a tangible object, DM is also likely to hang around.

5. EFFECTIVENESS
Reports have demonstrated the enduring effectiveness of direct mail, with the Direct Mail Association stating 65% of consumers
of all ages have made a purchase as a result of direct mail.

6. GET CREATIVE
Direct mail is unique in that mailings can be produced in a wide variety of formats, using different shapes, sizes, colours and materials to create a surprising and memorable brand experience that will stay in the home for weeks and even months.

7. INTEGRATION
Adding direct mail to an integrated campaign can raise the campaign’s effectiveness by up to 62% (BrandScience), while bridging technologies such as QR codes and augmented reality make it simple for consumers to go from print to digital.

Source: VoPP
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