Today, the most effective marketing programs are fueled by data, which can be an anxious topic for creative people. It doesn’t have to be. Learning some basics about data is all it takes to leverage the power of data and avoid mistakes that result in re-working the design.
Why is data important?
When it’s used properly, data can increase customer engagement and responses. The more you know about your recipients, and can use that knowledge to drive the images, text, and offers, the better you can create meaningful communications. A customers’ shopping history, for example, can predict their interest in future purchases and allow you to design interesting offers to which they are more likely to respond.
Even the most basic information about your targets such as location, gender, and age can make a big difference, turning a generic campaign into one that is personalized.
Direct mail is staging a comeback! Instead of concentrating solely on saturated channels such as email and social media, marketers are once again embracing mail’s superior open and conversion rates. To produce the best results requires both creative designs and compliance with postal mail best practices. Designers who have spent little time with direct mail may need to get up to speed on the details that make a direct mail campaign successful.
The volume and complexity of the US Postal Service’s Domestic Mail Manual can be overwhelming, but creative people need to focus on only a few important areas to ensure their designs flow smoothly through the mail. Design missteps that affect mailability can be expensive. Errors discovered at production time increase costs and put deadlines in jeopardy. A bit of knowledge is all it takes to prevent last-minute disasters and get maximum value from direct mail campaigns.
Printers understand about the impact printed items can have on people. Interacting with print involves multiple human senses including smell, touch, and hearing-besides the visual aspect. Designers that concentrate mainly on digital mediums may not realize how to get the best results from their printed projects. They don’t know what they don’t know
Printing can involve complicated and exacting specifications that creative people must take into consideration during the design process. Informed designers working closely with printers will produce the most desirable outcome. Dialogs that begin with the questions below create favorable collaborations.