For many years a fundamental of direct marketing has been personalisation – so what’s changed?
Digital marketing has given us the ability to deliver the right message, at the right time, to the right person in the online environment, and now direct mail can be just as intelligent.
Machine learning, the technology behind AI, can produce accurate predictions from big data, which enables direct mail to provide the same tailored experience for each individual customer, no matter their buying habits.
High volume, cost efficently
Combine AI with state of the art high fusion inkjet printing and you have the ability to produce in high volume at a cost effective rate. No more special papers to increase costs, every single image and word is different on every page – there is no limit to your power to create highly personal print.
Hyper-personalisation – the ability to make every item in your print run a dedicated offering from first page to last. This is not just based on what customers have previously purchased but using self-learning predictive algorithms to produce personalised recommendations, similar products, best sellers, personalised product list ranking and promotional recommendations, at the touch of a button.
Ground-breaking AI technology has recently been utilised to produce a 16-page catalogue mailing for Complete Care. Compiling content from 6,421 different product descriptions, images and messaging, delivering a uniquely personalised direct mail brochure, of 28 products chosen for each individual. A campaign that won ‘best catalogue creative and production partnership’ at the Direct Commerce Awards: Result – 25% increase in order value and 5% higher response rate.
Direct mail still offers the main benefits it has always had over digital – retainability. People trust paper and the brain retains the information for much longer than it does for digital messaging. You can also use it to engage with customers who have declined to be contacted digitally through SMS and e-mail.