Reduce direct mail costs by better targeting.

With billions of people online each day, digital marketing is a highly-effective way to reach your potential customers. Yet at the same time, these channels frequently bombard your audience with online advertisements – it’s hard to be noticed above the noise. In addition, the internet is often a place for relaxation, keeping up to date with your network or conducting research. It’s no wonder your online advertisement doesn’t get the attention it deserves.

Postal or direct mail, on the other hand, is a great way to reach an audience and grab their attention. Although that does not mean that you must waste paper.

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I am the person who will love your paper advert. How can you find me?

Personally, the only time I open my spam folder is when I can’t find an email that I should have received. When newsletters do get through to me, I rarely open them, unless I see they have a reduction code for a brand I love. I even created a unique email address, dedicated to promotional mails: spamforjoyce12345@gmail.com. So, it’s probably not the best option to target me via email.

Yet at the same time, I do enjoy browsing through promotional leaflets over breakfast. At the beginning of the new season, I want to discover the latest fashion trends and collections. I also enjoy comparing options for, say, a new bathroom sink or garden furniture. Like me, many people do enjoy getting mailings in the post about new products or promotion from brands.

By using smart targeting, you can identify the audience that is most likely to be triggered by - and buy - from postal mailings. This way, you can be more selective when sending direct mail and your advertisement is much less likely to end up in the bin, unnoticed.

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Know your audience. Meet your marketing goals.

An international retailer sought to increase their return of investment, lower the marketing pressure and decrease printing costs. Selma.ai was asked to define the best audience for a physical mailing.

Selma visualises valuable customer segments using an RFM map. Using AI technology, it identifies those customers with a high conversion probability. Intuitively, the marketing team had presumed that their loyal customers would be more sensitive and responsive to promotional leaflets. Instead, Selma showed that in fact, they were less valuable and would not be the best group to target with a physical mailing.

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This showed the marketing team that they could not rely on gut feeling for identifying the best customers to target with direct mail. Data analytics, on the other hand, could pinpoint which customers to target for an optimal ROI. Armed with this knowledge, it is possible to optimise different marketing campaigns, increase revenue while reducing paper waste.

How smart targeting optimises returns from direct mail.

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June 05, 2019
Case Studies
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