Create high-impact personalized mail by analyzing email metrics

You want to personalize your print communications, but you're just a small company. How can you create the level of precise targeting that is demanded by today's customers? How do you know what they're really interested in? Analyze your email metrics

Tapping the insights available from email metrics is one of the ways print and digital communications can work well together. Email offers simple, easy insights you can use in print.

Let's say you are a flower retailer, and you send an email to your current customers featuring your five latest floral arrangements. After 24 or 48 hours, you go into your email platform and see who clicked on what. This allows you to create lists of which contacts looked at which bouquets.

You don't have to guess what your audience is interested in. They just showed you!

Bouquet-Lookers and Birthdays
Once you know who is interested in which bouquets, it's time to figure out timing. You can have the right product, but if you deliver the offer at the wrong time, your offer will fall flat. How do you know who is likely to make a purchase right now?

One way is to sort by those with special occasions, such as birthdays or anniversaries coming up in the next 30 days.

Once you know who in your audience has a special occasion coming up and cross-reference by which bouquets they have looked at, you have a list that is about as targeted as you can get. It's the right product(s) at the right time.

Now you are ready to send out mailers featuring the one or more bouquets they clicked on. “Celebrate Their Special Day with a Bouquet They'll Adore!”

Capitalizing on Digital Insights
This is a great example of how print and digital can work well together. Email provides the insights, and print provides the beauty and stopping power that only a tangible piece can. Since you are promoting only bouquets your audience has already shown interest in, what do you think that will do to your response rate?

Whether it's flowers or auto parts, analysis of email metrics allows you to create highly targeted direct mail pieces using simple, easy techniques. Don't you love it when things are easy?