Many businesses turn to their print and marketing service providers when it comes to campaign data management. For print service providers there’s an easy and effective opportunity to get one step ahead of the competition by processing address data to implement a new range of services for their customers!
Geodata is hidden in every single postal address, and it lets printers easily add value to the services they provide to their customers. Providing geo-based services like address list targeting and analysis lets local businesses target their customers based on their most important value proposition: location.
You’ve Got What it Takes
Combining these advantages printers come away with a new stream of business that offers relevant, timely communications that eventually lead to higher response rates and ROIs for their customers.
Data “Infused” Print Drives Engagement
For example, using digitally collected personal data to enhance printed communications builds the bridge between online and offline channels. Direct Mail Consultant Paul Bobnak explains the benefits of tying print back to online efforts: “Accounting for when a prospect may be ready to buy is also driving the rollout of programmatic direct mail by some marketers. This practice involves tracking customers’ online behavior; if they abandon a web purchase, a personalized direct mail piece is sent out within 48 hours. For retailers who also have a nearby brick-and-mortar store, imagine mailing a personalized map and maybe a special discount to that customer.”
