When you create personalized print communications for your customers, are you thinking about short-term selling or long-term relationships? While getting the quick sale feels great, the biggest profits come from long-term customers who provide recurring revenue over time. Here are five reasons to focus on recurring personalized print programs rather than “quick hit” campaigns:
- Building relationships.
Personalization, by definition, is personal and implies a relationship. To establish a relationship with your customers, you need to get to know them. No one-off campaign, no matter how successful, can do that.
- Learning more over time.
At the beginning of a campaign, you are making educated guesses about how your customers think and act. As they respond, you learn more about them. This allows you to modify your messaging, offers and calls to action to have the most impact over time.
- Making more money.
As you learn which campaign elements are most effective at motivating your customers, your campaigns will be more profitable. More refined campaigns translate into higher response rates, higher conversion rates, and increased ROI.
- Maximizing investment.
Setting up your first 1:1 print campaign requires an investment in time and money. By developing programs rather than one-off campaigns, your set-up costs are amortized over the life of the program. As costs become amortized, your ROI per campaign goes up.
- Not continually having re-prove program value.
Unless you are the president or owner of the company, chances are you had to work with a team of others to make the initial decision to deploy personalized print communications. Each time you run another campaign, you need to go through the entire process again. With programs, you have the freedom to refine and maximize your efforts without having to re-prove their value before each deployment.
So think long-term. Programs allow you to develop and refine your marketing strategy over time and take advantage of the value of relationship-building. One-off campaigns can produce great short-term results, but the deepest profits come from investing in your customers for the long term.