No doubt — getting a quick boost in sales feels great. However, the biggest profits come from long-term customers who provide recurring revenue over time.
This is particularly true when it comes to investing in personalized print. Personalized print focuses on making long-standing connections with your customers.
Every piece of marketing material is personalized for them in a variety of ways to make them feel seen and appreciated. And it can be a superpower for businesses who use it correctly.
Here are five reasons to focus on recurring personalized print programs rather than “quick hit” campaigns:
1. Build relationships.
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.
With a personalized campaign over time, you can give them continuous access to your business while also checking in on them and making them feel seen. When customers feel like they’re heard and cared for, they’re more likely to keep coming back, increasing your ROI continuously over time.
2. Learn about your customers.
At the beginning of a campaign, you make 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 generate the most impact over time.
A great way to do this could be over a rewards survey. Offer them a certain amount off of a purchase if they fill out your survey. Ask both simple and complex questions to get a feel for them. And at the very least you’ll get their birthday so you can send them a coupon on their special day.
3. Generate more revenue.
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.
For example, if you send a direct mail message with a coupon and they don’t use it, but then you do the same thing over email and they use it, you can tailor their experience to what they like. Although they may not notice it, your sales will when the clients start to continuously use the coupons you provide.
4. Maximize investment.
We know that one-off campaigns are easy — we see them all the time. But they’re not the campaigns that pay off the most, and they certainly don’t work for an extended period of time.
Making up your first personalized 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.
5. Program value is proven.
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 a one-off campaign, you end up going through the entire process again. With programs, you have the freedom to refine and maximize your efforts without having to re-prove their value each time.
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 highest profits come when you invest in long-term programs instead.
Expert Creative Marketing Services at Your Fingertips
Personalization can seem easy until you try to completely rework an entire marketing campaign. That’s where the experienced professionals at PMI are here to help.
With our compressive creative marketing services, we can get your campaigns in top shape with personalization your customers will love. We can help you over time as well, making your ROI stay steady and your sales increase.
Reach out to us today with any questions you have. Let’s get you started making connections with your customers that last and sell.
