You’ve worked so hard to get your website functioning like a well-optimized machine, your product is delighting customers, and your outbound marketing is gaining new learnings all the time. You’re ready to uplevel your brand experience with in-package personalization and messaging and wondering how to start.
It all starts with a goal in mind
Personalized messaging in each box means there are endless possibilities of what to say to customers, what to show them, and how to segment. A digital marketer’s dream come true in a beautiful printed piece! So many possibilities can also be overwhelming but it doesn’t have to be.
Start with 2-3 of the largest goals to tackle. Goals that both have a significant volume of customers and will have the largest potential impact to your overall business.
Common campaign goals we see at launch are:
- Increase 1st → 2nd Orders
- Increase loyalty signups
- Increase repeat rate overall
- Build brand affinity and strengthen emotional bond with customers
- Reduce CS contacts
Identifying what you’re trying to impact makes it easier to figure out how.
Your print channel: Re-imagined
Putting an insert into a box is not new. Fulfillment centers all over the world have stacks of pre-printed marketing pieces that go into boxes. Some have complex rules that require manual labor to properly distribute and can quickly become too difficult or expensive to execute. UnDigital opens up myriad possibilities for targeting as well as limitless creative iterations with no additional effort on the part of your fulfillment team. Now your print insert channel becomes more like Facebook or Google campaigns with A/B tests and different ads for different audiences.
Employ the Goldilocks principle
Using only one or two campaigns results in few learnings to be gained and using too many takes a long time to get enough data to make informed decisions and optimize performance. Somewhere in the middle is just right to get started, to allow learnings to be gained against different groups. Further optimization and more campaigns can be easily added over time.
Improving first to second order rate
If your top priority is to improve the repeat purchase rate for newly acquired customers, here’s an example of what you might consider.
In this example, the merchant has two distinct ideas for ways to engage and entice their customers to come back.
- A discount or incentive to make their next purchase more quickly
- Helpful product information to ensure a positive user experience that will hopefully create an advocate
Once the theme is identified (discount vs. product info), you can take it a step further and try different iterations. In the example outlined below, we have two different creative executions for each idea.
We always recommend having multiple iterations so that you can start gaining learnings as quickly as possible. Just like with email, display or social campaigns, testing is the key to discover the secret sauce to engage your customers.
You now have a 4-way test to determine how your new customers will respond and find what drives repeat rate more quickly.
Once you get your first campaigns live, you can move on to the next goal on your list.
As you learn more, you’ll be able to further segment and test more iterations using any customer information that you have, such as LTV, AOV, products purchased and much more. Within a few months, you’ll have a highly segmented campaign structure that delivers all of your customers a personal unboxing experience that drives results.