Left Brain or Right Brain? The Science and Art of Developing Direct Mail Campaigns
Written by Joel Basa, e-Marketing Manager at Xerox Corporation
Are you left brained or right brained? Not sure (find out here)? For those of you who have been involved in the process of developing direct marketing campaign, you (and your team) probably were required to exercise both sides of your brain (maybe to your dismay).
I recently read Xerox Business Development Tool “Profiting through Personalization II” (featuring XMPie). It is a detailed resource to executing a successful campaign. It also indentifies 6 critical elements for developing a successful variable data/cross-media campaign in a digital printing environment.
- Data Sources
- Call To Action
In my experience on the job, I believe it’s critical to not only look at these elements, but to also have the proper personnel that can excel in that particular element. If you buy into the left/right brain theory, selecting individuals whose “brain-sideness” better matches the elements could be beneficial. I’ll give you my take on each element and assign a “side”.
Strategy – Left AND Right
For me, a strategy requires both the science of data analysis coupled with the art of attractive creative and offer selection. When paired correctly, the primary objective (ex. lead generation) can more likely be accomplished. Collaboration between those that are Left and Right brain is critical to overall success of the strategy.
Data Sources – Left
I would consider Data Sources to be a left brain function. Pattern recognition (such as buying habits, geo-targeting, etc) and analytics is critical to developing the proper audiences which in my opinion allows you to map out the offers, creative and measurements for the campaign.
Offers – Left AND Right
Once again, I believe this element, to be selected optimally, must be the combination of the left and the right brain. Analytics are required to identify feasibility of fulfilling an offer but creativity is required to select offers that are considered attractive based on your targeted audience.
Call to Action – Left OR Right
In my opinion, the call to action can be determined by either Left or Right brain thinkers (but I could be convinced otherwise). Regardless, this element needs to be clear and instruct recipients how to respond.
Creative – Right (but don’t forget about the Left)
Developing impactful creative that leverages technology could make the difference between success and failure. For me, it’s clear that creative development would require those with a Right Brain function. However, don’t forget about the logic (Left Brain Function) behind personalization of the piece.
Measurement – Left
There are various ways to measure the success of your campaign, focusing on the data requires analytics and logic, all which fall into Left brain.
Developing successful Direct Mail campaigns, is it better done by Left Brain individuals or Right? Is it more of an art or more of a science? What are your thoughts?