{"id":764,"date":"2021-12-03T13:05:00","date_gmt":"2021-12-03T12:05:00","guid":{"rendered":"https:\/\/express-as.dk\/?p=764"},"modified":"2022-10-31T12:23:07","modified_gmt":"2022-10-31T11:23:07","slug":"send-mindre-og-saelg-mere-med-intelligent-direct-mail","status":"publish","type":"post","link":"https:\/\/www.express.dk\/da\/send-mindre-og-saelg-mere-med-intelligent-direct-mail\/","title":{"rendered":"SEND MINDRE OG S\u00c6LG MERE MED INTELLIGENT DIRECT MAIL"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.18.1&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3>N\u00f8glen til mere salg og bedre udnyttelse af dit budget<\/h3>\n<p>&nbsp;<\/p>\n<p>Som repr\u00e6sentant for en virksomhed, der er specialiseret i m\u00e5lrettede forsendelser og direct mail, virker det formentlig m\u00e6rkeligt at opfordre til at sende mindre.<\/p>\n<p>Men faktisk er netop dette n\u00f8glen til b\u00e5de mere salg og bedre udnyttelse af budgetterne.\u00a0Og hvordan h\u00e6nger det s\u00e5 sammen?<\/p>\n<p>I dette indl\u00e6g vil jeg g\u00f8re dig klogere p\u00e5, hvordan du med intelligent direct mail kan sende f\u00e6rre udsendelser og samtidig \u00f8ge dit salg og mersalg.<\/p>\n<p>Er du i tvivl om, hvorvidt direct mail overhovedet giver mening for din virksomhed? S\u00e5 b\u00f8r du m\u00e5ske starte med at l\u00e6se vores indl\u00e6g om,<span>\u00a0<\/span><a href=\"https:\/\/express-as.dk\/hvorfor-bruge-intelligent-direct-mail\/\">hvorfor du skal bruge intelligent direct mail<\/a>.<\/p>\n<p>Og lad os s\u00e5 komme til sagen!<\/p>\n<p>&nbsp;<\/p>\n<h2>Re-t\u00e6nk din direct mail v\u00e6rdik\u00e6de<\/h2>\n<p>Vi begynder \u00f8velsen med en ny version af v\u00e6rdik\u00e6den for dine direct mail udsendelser.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.18.1&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; width=&#8221;100%&#8221; sticky_enabled=&#8221;0&#8243;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>En direct mail forsendelse bliver ofte ikke taget ordentlig med i den indledende planl\u00e6gning. Det skyldes, at forsendelse ofte betragtes som en l\u00e5st faktor, der ikke kan arbejdes strategisk med.<\/p>\n<p>Denne tilgang betyder imidlertid ikke alene tabte besparelser. Muligheder for \u00f8get salg, bedre kunderelationer og kreativ kvalitet forpasses ogs\u00e5. Skal disse muligheder realiseres, er du n\u00f8dt til at bryde med den tankegang og tr\u00e6kke forsendelsen ind som et centralt element i hele processen. Fra den indledende fase, som led i det strategiske og definerende arbejde, og videre gennem b\u00e5de det kreative arbejde og printet.<\/p>\n<p>Med den tilgang kan processen for intelligente direct mail udsendelser i stedet se s\u00e5dan ud:<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_image src=&#8221;https:\/\/express-as.dk\/wp-content\/uploads\/2021\/05\/SM_SM_Figur-2-768&#215;400-1.png&#8221; title_text=&#8221;SM_SM_Figur-2-768&#215;400&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.18.1&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; width=&#8221;100%&#8221; sticky_enabled=&#8221;0&#8243;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<p>N\u00e5r det kommer til stykket, er forsendelsen meget mere end bare porto. Og netop derfor er det vigtigt at have dette punkt med i det indledende forl\u00f8b ogs\u00e5. Groft sagt bliver den samlede portoudgift for kunden nemlig det endelige resultat af et integreret arbejde med delkomponenterne:<\/p>\n<ul>\n<li>Kundeprofil<\/li>\n<li>Frekvens<\/li>\n<li>St\u00f8rrelse<\/li>\n<li>Format<\/li>\n<li>V\u00e6gt<\/li>\n<li>Distribut\u00f8r<\/li>\n<li>Forsendelsesform<\/li>\n<li>Aftaler<\/li>\n<\/ul>\n<p>Alle disse delkomponenter i intelligent direct mail b\u00f8r t\u00e6nkes ind i alle beslutninger fra den indledende fase \u2013 inden b\u00e5de det kreative arbejde med content og print. Det vil nemlig frig\u00f8re store ressourcer til netop disse poster.<\/p>\n<h3><strong><\/strong><\/h3>\n<h3><strong>Kundeprofil og frekvens<\/strong><\/h3>\n<p>Kundeprofil, b\u00f8r v\u00e6re det f\u00f8rste punkt til kritisk vurdering som en del af den obligatoriske opdatering af adresse- og kundedata. Ofte bliver denne proces kaldet for \u201drens\u201d, da den (fejlagtigt) opfattes som en proces, hvor man s\u00f8rger for, at der ikke er \u201dd\u00f8de\u201d adresser p\u00e5 forsendelseslisten. Men i virkeligheden er denne del det mindste af arbejdet.<\/p>\n<p>Det er fint at f\u00e5 ugyldige adresser ryddet af vejen, men derudover b\u00f8r adresselisterne underkastes en mere dybdeg\u00e5ende gennemarbejdning. Derfor anvender vi betegnelsen \u201dopdatering\u201d i stedet for \u201drens\u201d.<\/p>\n<p>Processen skal s\u00e5ledes b\u00e5de omfatte rens, fejls\u00f8gning, analyse, indsamling af indsigter og endelig tolkning, der danner grundlaget for alle f\u00f8lgende handlinger.<\/p>\n<h4><strong><\/strong><\/h4>\n<h3><strong>Opn\u00e5 h\u00f8jere relevans og reducer omkostningerne<\/strong><\/h3>\n<p>M\u00e5lrettet kundekommunikation handler om at v\u00e6re relevant, vedkommende og frem for alt rigtigt timet. En indg\u00e5ende analyse, der giver indsigt og kan bruges til en gennemgribende opdatering, sikrer, at kun de kunder, der med tilstr\u00e6kkelig sandsynlighed vil v\u00e6re k\u00f8bsvillige og reelt interesserede, modtager forsendelsen. Det er pr\u00e6cisionsskydning i stedet for spredehagl, og denne kritiske analyse vil i mange tilf\u00e6lde kunne fjerne op imod 20% af adresserne og dermed en anseelig del af forsendelsesomkostningerne.<\/p>\n<p>I en digital tidsalder, hvor man ikke beh\u00f8ver at skele til kortsigtede omkostninger ved at s\u00e6tte frekvensen p\u00e5 forsendelser op, n\u00e5r salget skal \u00f8ges, kan en reduktion af modtagergruppen m\u00e5ske forekomme kontraproduktiv. Men de langsigtede konsekvenser af denne taktik, hvor kundernes modtagelighed gradvist bliver udvandet, kan blive en meget dyr forn\u00f8jelse. Og sammen med en samlet reduktion af forsendelsesomkostningerne er dette bestemt en afg\u00f8rende parameter.<\/p>\n<p>Adresselisten reduceres til de kunder, for hvem produktet er relevant, vedkommende og rettidigt. De har en langt h\u00f8jere konverteringsgrad og dermed ROI. De, der vil opfatte forsendelsen som irriterende og irrelevant st\u00f8j, springes over og modtager f\u00f8rst materiale, n\u00e5r budskabet er relevant.<\/p>\n<h3><strong><\/strong><\/h3>\n<h3><strong>St\u00f8rrelse, format og v\u00e6gt<\/strong><\/h3>\n<p>Format, st\u00f8rrelse og v\u00e6gt er afg\u00f8rende for tilstr\u00e6kkelig h\u00f8j ROI, at det er n\u00f8dvendigt at have nogle klare rammebetingelser.<\/p>\n<p>Besparelsespotentialet for de samlede portoudgifter kan v\u00e6re betydeligt, n\u00e5r materialets udformning bestemmes med udgangspunkt i kunde- og markedsindsigter. Ved store direct mail udsendelser kan en forkert udformning betyde, at det reelt er umuligt at lande p\u00e5 et overskud. Uanset hvor flot indholdet m\u00e5tte v\u00e6re og uanset hvor kreativt det er udformet.<\/p>\n<h3><strong><\/strong><\/h3>\n<h3><strong>Distribut\u00f8r, forsendelsesform og aftaler<\/strong><\/h3>\n<p>Den konkrete udformning \u2013 st\u00f8rrelse, format og v\u00e6gt \u2013 spiller ogs\u00e5 en rolle i forhold til valg af distribut\u00f8r, forsendelsesform og aftaler.<\/p>\n<p>Der findes ikke \u00e9n l\u00f8sning, der passer til alle eller alt. Trods en beskeden st\u00f8rrelse er det danske marked for distribution b\u00e5de broget og relativt uigennemskueligt. Der er ingen faste eller generelle standarder \u2013 hverken for pris eller leveringsformer.<\/p>\n<p>I beslutninger vedr\u00f8rende direct mail kampagnens udformning b\u00f8r distribution derfor indg\u00e5 som en bunden opgave og udslagsgivende faktor.<\/p>\n<h2><\/h2>\n<h2>En fast budgetramme skaber mere v\u00e6rdi<\/h2>\n<p>N\u00e5r den del af k\u00e6den \u2013 forsendelsen \u2013 der ellers ofte ligger i slutningen af v\u00e6rdik\u00e6den, bliver t\u00e6nkt ind fra starten og l\u00f8bende konsulteres, betyder det, at der kan frig\u00f8res betydelige ressourcer til de dele af processen, der reelt tilf\u00f8rer v\u00e6rdi til det endelige produkt og optimerer dets gennemslagskraft.<\/p>\n<p>Hvis man fastholder budgetrammen, giver det s\u00e5ledes en anden fordeling, hvor alle de \u00f8vrige led i v\u00e6rdik\u00e6den kan f\u00e5 lov til at fylde mere. Og d\u00e9t, kunne man jo h\u00e5be, kunne fungere som det vindende argument, n\u00e5r den kreative afdeling skal overtales til at reducere brochuren med 2 centimeter i h\u00f8jden.<\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_button button_url=&#8221;https:\/\/express-as.dk\/kontakt\/&#8221; button_text=&#8221;F\u00e5 1 times gratis sparring&#8221; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; 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