One of the important benefits of increasing the relevance of your marketing communications is the ability to communicate less and get equal or better results. By communicate less, I mean:
- Communicate with fewer recipients, and
- Tell them less.
communicate with far fewer individuals and still maintain the number of quality leads, or increase them if you wish. This allows you to send out far fewer communications and save money, or if you can accommodate the increase, the same number for more responses, dramatically increasing return on investment.
Additionally, you can communicate with less information. This allows you to maybe change your communication format; mail a postcard instead of a letter, for example. This is less costly to produce and mail, if formatted correctly. This will save you money- resulting in an increase in ROI.
When Relevancy Marketing is coupled with a personalized URL response vehicle, you can save money on the responses as well. More importantly, you can rapidly fulfill more information requests in real time on-demand. This allows you to save the expensive (to both produce and mail) catalogs, etc., for the truly interested.
The other benefit to this kind of marketing mentality, is the save the environment benefit. Communicating less saves trees and requires less power. And if you use 100% post-consumer recycled paper to print your postcards, it's even better. We use a 100% pc recycled paper that is made with wind power!
What do your think?
