How Dynamic Are My Documents?
[vc_row][vc_column width=”1/1″][vc_column_text disable_pattern=”true” align=”left” margin_bottom=”0″]What are dynamic documents, and how do I know if I’ve got any? Are some dynamic documents more dynamic than others? What does it take to make a document dynamic? Let’s see…
- Develop personas for my audience to drive geographic, demographic, psychographic and behavioral segmentation and targeting
- Create compelling pieces, some inserted packages and some self-mailers, creative design and offers for each segment, featuring data-driven offers, imagery and personalized copy, with A/B tests
- Optimize designs for cost-effective production and postage cost
- Analyze designs for visual sequencing and consumption of my “visual priorities” for the piece
- Effective use of color in copy and creative elements, calling out important benefits and call to action
- Incorporate multiple response channels, QR Codes for internet response, list and segment coding, response metrics and data collection for each channel, informing the go-forward campaign strategy and feedback to our test plan and predictive response model
Wow, those are some pretty darn dynamic documents. Let’s mop off our brow now, take a deep breath, and take a reality check. The truth is, many campaigns are not wide enough in scope (or funding) to justify employing every direct response tactic and technology known to humankind.
In truth, part of what defines effective marketing is envisioning the most effective campaign possible within the real constraints marketers face today. More brands, more channels, increasing costs, smaller budgets…sound familiar?
The good news is that there are excellent marketing service providers helping marketers navigate all of these tools and tactics, and bring them into practical, actionable focus. Additionally, transformational advances in variable color printing technology allow for more cost effective production of truly dynamic documents than ever before. More segments can be combined into each production run, without the cost and headache of managing an inventory of pre-printed forms. Marketing automation platforms make delivering dynamic content more effective and efficient than ever before. Multi-channel campaigns allow marketers to leverage their segmentation and profiling investments to create highly effective campaigns, using dynamic mailed documents as an important entry point to cultivate a conversation and gather valuable insights.
What might this look like in practice? A campaign to support store openings across the region creates dynamic, targeted postcards mailed to gather demographic information of potential customers, informing them of the location opening. The postcards feature free product offers that require online validation, taking responders to the landing page with a QR Code. Once online, customers are prompted to take a short, information-gathering survey. Once completed, they qualified for the offer and could “share” the offer within their social network. On opening day customers come streaming in, and 20% of them attribute the decision to the direct mailer and the online component ‘call-to-action’. Sounds like one successful way to use dynamic documents to create engaged, mobilized and excited customers.[/vc_column_text][/vc_column][/vc_row]