According to well known marketing experts Ernan Roman and Scott Hornstein, “The consensual marketing opt-in process provides both immediate and long term value to the customer. Short term, customers
begin to receive more relevant and useful communications. Over time, marketers have the ability to provide increasingly focused and targeted exchanges of information that will raise each customer’s satisfaction and life time value. This process rewards marketers with an immediate increase in their return on investment and the ability to exponentially increase revenue and ROI over time.”1 Variable data printing greatly simplifies the mechanics of opt in marketing.
Once the customer has visited the website, the next logical step – short of a sale – is to open an ongoing relationship. Consider offering recurring materials such as a newsletter or email bulletin to keep your information and brand in front of the customer. The same database that is used to produce the unique URL’s and display the offer can also be used to automatically populate the opt-in form for the prospect. This ensures success for two key points: first, it makes the process painless for the customer; and second, the data entered is not mistyped, increasing accuracy.
To keep the program effective, materials must be timely, informative, and relevant. Variable data printing is ideal for providing these highly tailored marketing messages. Research has shown that this type of sales effort returns dramatically better results.
1 Ernan, Roman, and Hornstein, Scott. Opt-In Marketing. New York: McGraw-Hill, 2004.
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