The benefits to personalizing direct mail are tremendous. Not only can it create a more personal experience for the recipient, but it can also save your business money. Instead of sending thousands of identical direct mail pieces, personalization opens the door for customized pieces. Using Variable Data Printing services, your company can place one order and receive thousands of unique direct mailers that are specifically targeted to each recipient.
While Digital Advertising methods can be effective, there is nothing as powerful as putting something in the hands of a consumer. A physical direct mail piece engages more senses and encourages the reader to interact with the piece. The average person sees anywhere from 4,000-10,000 ads per day. Yet, the average person only receives two pieces of mail per day.
The various ads the average person sees in a given day can be anywhere and everywhere. Facebook, Instagram, YouTube, Hulu, cable TV, radio, Spotify, Pinterest, TikTok, billboards on the side of the road, magazines, flyers, window clings, posters and so much more. But none of these have the impact on and connection with consumers that direct mail does.
This disparity in marketing ad channels is your business’s opportunity to send out direct mail campaigns like never before. Make the most of your direct mail advertising through personalization to guarantee your next direct mail marketing campaign is a success.
1. Personalization Speaks Directly To Your Target Audience
Personalization helps establish a bond between the consumer and the business. Including their name, relevant products they will be most interested in, or their account rep creates a great impression. It makes the recipient believe your business values them as a customer and wants to keep them.
Continue to build a relationship and connect with them by keeping your direct mail campaigns relevant to the recipient. Is this person an avid runner? Send a coupon for your latest water bottle product. Has this person just gotten married or had a baby? Include pictures of a family and relevant messaging on the direct mail piece. Do they love animals? Feature a funny animal picture and address the recipient by the appropriate “dog mom/dad” or “cat mom/dad”. The idea is to send them something that you know will make them feel happy or add value to their life. Small details like this will make them feel more connected to you.
Epsilon conducted a study that found consumers prefer to be marketed to by the life stage they are in vs their age. Another survey by Segment found that 71% of consumers feel frustrated when a shopping experience is impersonal. Collecting data on your business’ target audience can ensure the direct mail ads you send are unique to where that consumer is in their life. The more personal the direct mail campaigns are, the more likely your consumers will act on the offer.
2. Better Response Rate and Conversation
When a consumer receives mail personalized to them and their interests, they are more likely to act on it. Consistently, direct mail advertising has been found to be 9% more effective than digital marketing or email marketing. Even the median Return on Investment (ROI) for direct mail marketing is 29% compared to Paid Search (Google Ads/PPC) at 23% and online display at 16%.
As humans, we are hard-wired to be selfish; to only pay attention to things that matter to us. This is how our species has survived for hundreds of thousands of years. Therefore, we tend to dismiss direct mail, postcards, or brochures when they do not contain things we care about. According to the CMO by Adobe, 63% of consumers will stop buying from brands that use poor personalization tactics. That is a high percentage of your mailing list to potentially lose business from if your direct mail campaigns are not personalized. Clearly the benefits to personalizing direct mail can literally make or break your advertising campaign.
3. Your Business Marketing Strategy is More Effective
Every business has limitations when it comes to advertising spend. Regardless of you lacking the funds or target audience, personalizing direct mail campaigns is the best way to maximize your results. Customized direct mail pieces can also save your business money. Rather than guessing how many pieces need to be sent to your audience, your business can build customer profiles based on spending habits. Then, use this data to determine how frequently you should mail your customers and what exactly you should send them.
This also allows your business to be more effective with your time, marketing, and money. Every business and industry is unique; what works for one might not necessarily work for the other. A retailer like Belk or Bath and Body Works has a vast consumer audience that needs to be mailed monthly, whereas a smaller business might benefit better from mailing targeted audiences once a quarter. Using personalization, your direct mail advertising will have a greater impact on consumers when you do mail them.
What Can My Business Personalize on Direct Mail Campaigns?
As mentioned previously, your business can personalize or customize direct mail campaigns using Variable Data Printing services. Common items that are personalized in direct mail advertising campaigns are:
- Text
- Images
- Fonts
- Colors
- Language
- Location
- QR Codes
- URL
- Articles featured
- Number of pages to include
- Coupons & Discounts
- Last Purchase Date
- Suggested products (based on past purchases history)
- Last Donation Amount
- Suggested new donation amount (based on past history)
- Customer Status
- Assigned account rep/sales rep and contact info
Any information you can get on your target audience can be used to send target direct mail pieces.
Start Receiving the Benefits to Personalizing Direct Mail Today!
The print marketing experts at Walker360 have years of experience when it comes to personalizing direct mail campaigns to your business mailing list. We truly have seen it all and can work with you to make your next direct mail marketing campaign a success. Interested in learning more or seeing samples? Contact us today to get your free quote!
