Recently, customer engagement has been a hot topic with online marketers. Essentially, engagement just means getting your prospect’s attention and moving them further along the buying process. How do you do this? First, you need to understand your customer. What motivates him? How can you meet his needs? What types of friction might develop? To determine all this information, you need to create a buyer persona.
Creating a buyer persona is just a fancy term for identifying your ideal customer.
Identify your Primary Customer
Today’s customers live multi-dimensional, multi-platform lives and their buying behaviors reflect that complexity. Each of your direct mail campaigns should target a specific niche in order to be most effective. Without a doubt, the right mailing list determines whether your direct mail campaign is successful. It doesn’t matter what you say if the right people don’t get the message. So, how do you create the right mailing list?
You can purchase mailing listings, but you should make sure they have been properly vetted. Ideally, you will have a database of leads or customers that you acquired through a mix of online and offline efforts. By properly categorizing your database, you can segment your list into target groups and customize your direct mail so that it catches their attention.
Increase the feeling of affinity with your business by creating a bond with your prospect.
Once you have targeted a group to receive your direct mail campaign, you need to take it a step further. A buyer persona breaks down what motivates your client’s within that group. It also pinpoints what sort of media could cause the greatest response.
- An engaging brochure to read, accompanied by a trial offer
- Exciting news and an entry form to enter a contest or sweepstakes
- A QR code to prompt viewing more information or seeing a video
Often tests are conducted by your direct mail company to determine which mailing resonates the most with your clients. Multivariate testing is crucial to keep down costs and maximize results.
Use Personalized Content to Further Connect With Your Customer
Variable data printing makes connecting with your targeted group even easier. Your buyer persona has identified crucial information about your ideal customer. You should know things like:
- Geographic location
- Age and gender
- Type of products they purchase and when
- Economic resources
Use this information to generate personalized fields within your direct mail copy. Customize each piece to speak directly to the individual customer. According to CAP Ventures, profit, response rate, and repeat orders all improve with personalization. On average, the time it takes for a customer to respond drops by over 30%.
Taking Time to Create a Buyer Persona Increases Your ROI
It takes time to identify the characteristics of your ideal customer. Also, you may find you have several “ideal” prospects. Each marketing niche will have its own specific characteristics. However, a detailed description of your client or clients helps you tailor your direct mail campaign to their specific needs. By reaching the right people with the right message, you cut down on cost and increase your return on investment (ROI).
“Buyer Personas” and “Customer Engagement” have become marketing buzzwords, but companies like Mail Manager have been using these marketing tools for decades. We may have called them by different names over the years, but the reality is that when things work, they stick around. Let us show you how to identify your ideal prospect and tailor your direct mailing for maximum engagement.
Larry Chason is President of Mail Manager, Inc. a leading provider of results driven, direct mail and direct marketing services. You can reach Larry at (800) 795-2796 or email him at LChason@mailmanagerinc.com.