The electronic marketing world is constantly evolving. Ten to fifteen years ago, electronic marketing could be equated to the wild-west frontier. Opportunities were abundant, and the presence of constant white noise surrounding consumers was nowhere near the volume it is now. According to Statistic Brain, the average human attention span is 8.25 seconds, meaning it has become increasingly difficult to effectively reach customers. It’s safe to say that the game has changed drastically as many businesses have upped their electronic marketing efforts in hopes of cutting through the clutter.
This is where personalized marketing comes into play. Seventy-three percent of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant, according to Digital Trends. When done correctly, using personalized marketing in your digital and print business-critical documents can help you effectively reach your customers and yield a high ROI. In addition to offsetting production costs, personalized document marketing can help create a better customer experience by delivering content unique to an individual’s specific needs. The best part? There are no additional costs because your customer documents are already being delivered.
Before we discuss electronic document marketing applications, let’s talk about print for a minute. We know you have probably seen the Internet argument over whether or not print is dying, and while digital has taken precedence in reaching consumers, it is wise to not underestimate the power of print. Not only are print documents still required for compliance reasons in finance and billing, but many consumers opt to receive all of their documents in both print and electronic formats. According to a recent survey, more than six in 10 consumers say they would not choose a provider that does not offer paper bills and statements, and 88% want to be able to switch between electronic and paper bills without difficulty or cost.
With the right capabilities and tools such as inline inserts and dynamic messaging, you can effectively personalize and segment marketing on print documents, and even make changes right before a production run. The one-two punch comes in when you maximize your electronic document marketing to complement the print version.
Electronic documents offer more real-time marketing capabilities than print because they provide added interactivity and instant access. Here are three applications to enhance your personalized and segmented electronic document marketing:
1. Push marketing technology – Present a marketing page to customers as they sign on to access their home banking account. This can include promotions, inserts or any document you want to ensure the account holder views as they sign in.
2. Digital onserts - Utilize workflows and business rules to segment your electronic customers and target groups with particular offers that will be most beneficial to the individual. Digital onserts are clickable, which provides instant access to promotions for the customer, and a faster way to drive customer behavior for your business.
3. Multichannel expanded hyperlinks - Include links to webpages and offers from directly within eDocuments, and route them to any device: desktop, mobile phone, or tablet. The interactive links provide your electronic customers easy and instant access to the promotional content in the messages.
The benefits of personalized marketing on electronic documents are enormous to both customers and your business. Maximize the capabilities of your electronic document marketing in tangent to print documents, and you’ll start seeing a significantly improved ROI.