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Go Inspire Group

Online Strategy: Join your online and offline worlds instantly with QR Codes
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By Go Inspire

The QR code now provides the perfect mechanism for joining your online and offline worlds, whatever the desired digital action. In this short article, we discuss the numerous benefits to your online strategy of incorporating them into your tangible communications.   

In 2020, society’s need to be ‘contactless’ accelerated somewhat. So much so, the humble (and previously much maligned) QR code has experienced an exponential growth in adoption. 

With in-built QR reading capability on all modern phones and tablets, scanning a QR Code is now a much quicker journey than launching a browser and attempting to accurately type the URL – or searching for a brand in Google, landing on their homepage and hunting out the relevant page or piece of information, that you actually wanted. 

Reduce PPC Costs by driving direct traffic 

On the subject of paid search, QR Codes allow you to reserve PPC spend for the searchers who truly need a nudge, by creating a direct link between your offline communication and digital destinations and you could save your business a considerable about of marketing budget.

Many users will google your brand name, click on you paid advertising and cost you money – remove this possibility by simply adding a QR code. 

Bridge your online and offline worlds with a new level of dynamism for print

Direct Mail has time and time again been proven to offer superior cut through, with recent figures from JICMail’s Q3 2020 report showing a 33% increase in in digital actions prompted by mail – but how many of these responses were driven by a QR Code? 

With all the above advances, QR Codes now offer you the chance to present a seamless transition into your online world, moving your customers from offline consideration into online action and conversion. 

Consider the power of an abandoned basket mailing received 48 hours after browsing and featuring an enticing offer and QR codes for the individual products browsed. 

One simple scan and your customer is online, reviewing their ‘basket’ and just a click away from checkout. 

Generate a multichannel view for more effective digital marketing 

Creating a link between your online and offline worlds will also fuel your digital marketing efforts – customers or prospects who previously hadn’t engaged online may now do so, identifying themselves via their device and enabling retargeting and programmatic display advertising. 

Collect valuable insight through reporting 

Knowing who scanned, when they scanned and the region of where they scanned is incredibly powerful insight, which enables you to capitalise on live opportunities as you know who is in market, right now.

Reporting such as this also enables continuous improvement, as response data can power enhanced targeting of your door drop and partially addressed acquisition campaigns. 

Bring Your Customers Together with QR Codes

Like many, your customers may be feeling a level of uncertainty over whether they will be able to see friends, family and loved ones this Christmas and beyond; as the fight to control COVID-19 before the roll out of vaccines continues and restrictions on social gatherings and travel so frequently change.  

Our range of flexible options means you can either add QR codes to your existing format, or for added effect, incorporate them into one of our many innovative and engaging direct mail formats, as a gift tag. 

The process is simple:

  1. Your customer visits the PURL printed on their mailing
  2. Records their video message on their chosen device
  3. Uploads their video message into their PURL
  4. Applies their QR gift tag to the present, before posting
  5. When the present is delivered, the recipient simply scans the QR code which then automatically to watch the video message

Find more information here. 

Test a QR Code and receive an incentive discount on your next campaign!

Why not take advantage of a live incentive and include a QR code on your next Advertising Mail or Business Mail campaigns, for 15% and 30% discounts respectively?

Below are just some of the endless possibilities for driving your customers to take digital actions:

  • Drive to coupon
  • Visit web site
  • Send to Geo-location
  • Play an mp3 jingle or message
  • Visit product page
  • Drive to data capture page
  • Link to event details
  • Get a review or rating

Get in touch If you’d like to speak to our expert team and discuss how QR Codes can help you engage with customers online, we’ll be in touch shortly!

3 Quick-Wins to Improve Your Online Strategy
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With the national lockdown ending Wednesday 2nd December and the new, more rigorous tiered system taking full effect, the push to drive traffic online is imperative, especially for brands looking to circumnavigate disaster and get on the path to recovery this most crucial Christmas trading period. Without the possibility to engage shoppers in-store, the need to develop effective customer strategies for digital channels, at speed, is vital.  

To help you revolutionise your online strategy – quickly – Go Inspire are providing our top 3 quick wins…

1. Truly Understand the Performance of Your Online and Offline Media Mix 

Having the confidence to adjust, reallocate or drop marketing investment for specific channels in the media mix can often be difficult for marketers, particularly when hard evidence of customer profitability and channel and campaign performance is lacking.

Imagine spending £thousands on Paid Search only to find out later that those individuals would have come to you anyway via another channel 

Ideally you would be able to demonstrate the profitability of marketing spend and business growth delivered by targeting the right individual, at the right time, with the right message using the right channel.

Digital Playback is a marketing attribution platform that maximises return on investment by highlighting when an individual is in-market, and which channel will be most effective in converting your live opportunities. 

2 things that Digital Playback achieves:

  • It chronologically clusters all interactions a known or unknown individual makes across all channels and devices to highlight the role of each media channel in the sale.
  • It also segments individuals based on engagement, value bands and channel preference to give a true measurement of incremental performance and to deploy more responsive real-time or planned campaigns.

With this new understanding of the whole customer journey you can build more effective marketing campaigns by investing in the activity that is truly working. For example, if your annual budget is £1million on Paid Search, you could typically save £150k immediately.   

If you’d like more information, simply click here and complete the short form to register your interest. 

2. Cut through the clutter and respond quickly to your known customers online actions with offline marketing.

As marketing budgets decrease, the overriding impulse may be to sacrifice quality for quantity and the physical for the digital. 

But before you put your faith in a display ad campaign with a forecasted 5,000,000 reach and 0.01% CTR, please ponder the recent JICMail and Royal Mail MarketReach research showed that a record 96% of mail was engaged with in Q2 2020. 

When you factor in that online traffic driven by direct mail increased by 70% YOY and online actions, taken as a result of receiving mail, increased by 64% since Q2 2019, its difficult to deny the role direct mail should be playing in your marketing mix. 

To facilitate this even further, direct mail manufacturing technology has now evolved to the point where it’s possible to achieve a realistic price point for standard format pre-templated mailings, for volumes as small as one record. 

Timely AlwaysOn communications can be triggered by any predetermined event in your customers’ online journey, such as repeat website visits or items being added to an online basket but not purchased. 

When an AlwaysOn approach was adopted by JD Williams and trialled alongside email, they saw a 14% increase in abandoned basket conversion using trigger mail, a 6% increase in response rates, and an 8% increase in average item value. 

One application could be to act quickly to communicate with customers in stores affected by local lockdowns, about product availability or changes to in-store services and drive them to online pages, solutions or services, rather than see them look elsewhere, to competitors, for their requirements. 

3. Improve acquisition and drive traffic online with targeted door drops

Win new ideal customers by using targeted door drops which research from JICMAIL shows are opened 74% of the time and interacted with, on average 2.8 times. 

Using advanced targeting you can reach households that match your desired profile. Find people within driving distance of a specific location or from particular demographic groups (e.g. age, location, household consumption etc.)

Door drops have evolved and are now much easier to execute. This is because end-to-end management and production of your highly targeted door drops can include insight, identification of target audiences, design, production and distribution, all in one place.

A bit about Go Inspire

At Go Inspire, we work in partnership with you to revolutionise communications strategies within your business and the relationships you have with your customers.

For over 25 years we’ve helped our customers live by the mantra “right person, right time, right message” and as technology and customer demands have evolved, we’ve ensured “right channel” has been added to that mix. 

If you’d like any support or expert advice in delivering any of the above, simply fill in the form on this page and a member of our team will be in touch. 

5 steps to optimising conversion rates with customer journey timelines
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Over the last few months, as consumer behaviour naturally changed and evolved throughout lockdown and beyond, like many of our customers, you may have seen a massive rise in the volume of visits to your website.

In order to help you convert more opportunities and capitalise on increased traffic, Go Inspire Group have created our 5-step guide to getting more conversions. 

Step 1: Cluster all interactions into Customer Journey Timelines

Disparate visits from thousands of users should be clustered into customer journey timelines that group all interactions a known, or unknown individual makes with your website, across all channels, in one place.

This displays something more closely related to the customer’s actual purchase journey behaviour, as well as highlighting how different channels and campaigns are working together to drive traffic to your website. 

Step 2: Identify Individuals

Identifying whether an individual is a known customer, unknown repeat visitor or phantom visitor can inform your decision whether to deliver personalised messages through CRM activity, to invest in targeted acquisition remarketing and paid search, or to suppress your marketing from individuals unlikely to convert. 

Step 3: Segment your visitors based on engagement

Segmenting visitors to your website based on engagement, value bands and channel preference empowers you to develop bespoke marketing campaigns for Retention and Acquisition.

Overlaying your existing customer segmentation from Single Customer View and CRM data can allow you to build a rich picture of your customers and join the dots between your online and offline worlds. 

Step 4: Filter out the noise

Picture yourself walking past a store of any kind with motion sensors on their entrance doors. If you trigger the doors but do not enter the store – should you be classed as a meaningful visit? 

No, you are what we consider to be a ‘phantom’.

The reality is, around 98% of visitors to your website are probably phantom visitors – who land, bounce and then never return. 

Removing phantoms delivers significant benefits across your digital marketing for example:

  • improve quality scores by removing those who will never convert from your remarketing selections
  • get an accurate read of how acquisition campaigns are performing by only including meaningful visits
  • supress existing customers from acquisition campaigns to avoid wasted spend

By first removing the phantoms to ‘filter out the noise’, only then you can begin to understand your website’s true performance.

Step 5: Optimise marketing spend

By completing steps 1-4, you can begin to truly understand the true cost and profitability of all journeys, to know which channels are working well and which need further optimisation.

You can now focus on retaining the right customers by creating a marketing strategy that moves customers into the most profitable bands, applying your understanding of customer engagement, channel preference and stage in journey to tailor messages to an individual customer’s need.

What results can you expect to see from this approach?

This approach to optimisation typically delivers the following results:

  • 13%-16% saving on digital marketing spend
  • 14% increase in conversion from Abandoned Baskets remarketing 
  • Saving of 1-2p per click on social and paid search with improved quality scores
  • 2-5% more emails landed in inboxes with improved sender reputation
  • Save 10% on social, dm and display ad by selecting most engaged customers for campaigns

How can you achieve all the above?

Simply email info@goinspire.co.uk discover how Digital Playback can solve your attribution headache and optimise your conversion rates.

Digital Playback is our unique attribution platform, that enables you to optimise your conversion rates and marketing spend by clustering every interaction an individual makes, across all channels and devices, in one journey.

Check out our webinar

Nick Greatrex, Digital Director at Go Inspire Insight, shares his thoughts on improving conversion by solving the digital marketing attribution headache, check out the webinar here [17min to view].

WEBINAR: Convert more opportunities with Digital Playback and the AlwaysOn Marketing Machine
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Through a combination of enhanced attribution, optimised marketing and spend timely communications triggered by any predetermined event in a customer journey, the Go Inspire Group are successfully enabling brands to convert more opportunities at speed, on the road to recovery.

Nick Greatrex, Digital Director at Go Inspire Insight, shares his thoughts on improving conversion by solving the digital marketing attribution headache, check out the webinar here [17min to view].

Solving the Attribution and Conversion Rate Headache:

Digital Playback identifies browsers as individuals, linking the online and offline interactions that an individual customer or potential customer makes with your business, across all channels, in one journey. It optimises your conversion rates and marketing spend, showing you when to act, when to pull back, and which customer groups to focus on.

Some of our success stories:

  • 13% saved on digital marketing spend
  • 14% higher profit from Abandoned Baskets by using Direct Mail triggered by browsing data  
  • Improved social, email and paid search quality score, saving 1-2p per click and 2-5% more emails landing in inboxes
  • Budget saved on social, direct mail and display ad by selecting most engaged customers
  • Average customer saving of £17k per month

The AlwaysOn Marketing Machine:

Users can now capitalise on the increased engagement and standout direct mail enjoys over other channels – without compromising on timeliness. 

This is because Go Inspire’s AlwaysOn Marketing Machine direct mail manufacturing technology has evolved to the point where it’s possible to achieve a realistic price point for standard format pre-templated mailings for volumes as small as one record. Clients are sending cost-effective mail, that goes from ‘trigger’ to letterbox, in as little as 48 hours.

Some scenarios utilising this approach are:

  • Loyal customer starting to lapse
  • Overdue account
  • Repeat website visits
  • Item added to online basket
  • Contract nearing expiration
  • Annual statement & reminders 

Some of our success stories:

  • 14% higher profit from Abandoned Baskets
  • Inbound calls to contact centre have reduced by 9%.
  • Letter costs and processing costs of sending out new credit agreements have reduced from 10% to 3%.
  • 40% Postage saving
  • Annual production saving of c£270K from associated information design services

If you’d like to find out more information about how you can benefit from improved conversion rates and an agile ‘AlwaysOn’ Marketing Communication, click here or email info@goinspire.co.uk. 

Plugging a £12 billion Coronavirus Revenue Gap: Optimising Sales through harmonisation of on and offline media
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According to econsultancy, the UK retail industry could see a loss of approximately £12bn in 2020, due to the coronavirus pandemic. Prior to COVID-19, a Go Inspire Group study showed that retailers already missed out on approximately £18bn in revenue every year, through online basket abandonment. 

The research breaks down the opportunity for possible revenue across 13 key retail verticals and identified:

  • how bridging the offline and online worlds presents a huge opportunity for recouping ‘lost’ revenue
  • that combining digitally printed direct mail that is personalised and reflects the online experience, with email abandoned basket reactivation campaigns, more than doubled conversions +(113%).
  • the best time to send physical, mail reminders was within a week of the customer abandoning their basket.
  • how the technology to combine many, small, daily volumes into one, high-volume mailing is allowing retailers to quickly send a handful of letters each day, so they reach the customer promptly, but at an affordable cost. 

You can download the research in full here or check out Go Inspire’s blog for more tips and advice on converting more abandoned baskets. 

WHITEPAPER: Businesses can deliver incremental revenue using variable digital print
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Using variable digital print delivered one retailer 128% incremental revenue vs control – that’s according to an industry report from the Go Inspire Group, which also reveals that simply increasing design vibrancy, delivered a 20% uplift vs control.

The research determined that reflecting a customers’ individual preferences, by utilising enhanced personalisation and variability to tailor product imagery, offer and a range of other factors, can deliver a monumental difference in incremental revenue, from direct mail campaigns. 

The study also shares further recommendations for variability including:

• Personalised catalogues and brochure content

• Personalised barcodes 

• Personalised links to digital content

• Personalised offer periods 

• Segmented event invitations 

Visit here for the full paper and all its recommendations.

Businesses can deliver incremental revenue using variable digital print
By:
0

Using variable digital print delivered one retailer 128% incremental revenue vs control – that’s according to an industry report from the Go Inspire Group, which also reveals that simply increasing design vibrancy, delivered a 20% uplift vs control.

The research determined that reflecting a customers’ individual preferences, by utilising enhanced personalisation and variability to tailor product imagery, offer and a range of other factors, can deliver a monumental difference in incremental revenue, from direct mail campaigns. 

The study also shares further recommendations for variability including:

• Personalised catalogues and brochure content

• Personalised barcodes 

• Personalised links to digital content

• Personalised offer periods 

• Segmented event invitations 

Visit here for the full paper and all its recommendations.