Direct marketers need to learn from luxury brands and get personal
According to experts, direct marketers can learn from the personal touch offered by luxury brands.
People often talk about luxury brands providing the personal touch, but it is not something you often hear about in direct marketing, as it usually offers personalisation, but never ‘the personal touch’.
It has been revealed that direct marketing could be the major powerhouse if it offered a ‘personal touch’, but continues to insist upon cheaper, less time-consuming methods that sometimes irritate the consumer through a lack of subtleness, understanding and adequate communication.
Luxury brands are leading the way in direct marketing. This is due to data collection coming easily to luxury brands, as their customers either have or are looking to start a relationship with the brand and trust them to deliver similarly appropriate marketing materials.
The resulting campaigns make use of purchase data and personal preferences, often along with very high quality digital print, to create subtle and effective personalised communications.
However, in the regular direct mail world, the best most customers get is receiving a pack with their name written, in the hope that they’ll be amazed enough to read the rest of the accompanying letter or booklet.
This is a great shame as direct mail has the potential to revitalise itself, but only by starting to think more intelligently and strategically about how to use the incredibly powerful information it holds.
As featured in Marketing Week.
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