Original blog published November 11, 2019
Even in the digital age, direct mail marketing still remains the king of targeted marketing strategies. As consumers increasingly want their mail marketing campaigns to feel personal and relevant, a mail piece that offers a personalized experience can significantly boost the response rate. There have even been case studies done on personalized direct mail that prove this fact.
But don't just take our word for it. According to a survey from the Direct Marketing Association, 70% of Americans feel postal mail is more personal than the Internet, and up to 39% of new customers tried a new business based on direct mail. Mailing campaigns are efficient at keeping, maintaining, or winning new customers.
Benefits of Personalized Mail
Personalized mail, following the 40/40/20 rule and created with digital printing technology, adds a personal touch that resonates more with recipients than generic advertisements. You should plan for an individual and then target your message to that specific persona. Personalization will lead to more effective and even more affordable work. It's just one of several ways that targeted direct mail marketing can boost your business's bottom line.
Keep reading to learn more about the ways that you can apply subtle shifts to make your mailing campaigns more personalized.
Ways to Personalize Your Direct Mail
Copy
Personalizing the message by using the recipient's name is a simple but highly effective way to connect with your target audience. This personalized experience creates a personal touch, making the recipient feel valued. Use any custom data you have, such as purchase history or geographic location, to deepen that connection. For example, a consumer from a rural area may be more likely to support small businesses, so tailor your mail pieces accordingly.
It's also important to consider the recipient's time. Avoid overwhelming them with too much information, as this can result in your marketing campaigns being ignored. Keep your message concise and to the point, ensuring a better response rate.
Images
Images play a crucial role in setting the tone of your mail marketing campaign. Choose visuals that resonate with your target audience, such as local landmarks or familiar settings, to create a sense of connection. Using relevant images tied to your audience's location or interests enhances the customization experience and increases the likelihood of engagement. Properly selected images can boost your marketing efforts, ROI, and brand recognition.
Special Offer
Tailor your special offer to the specific needs and preferences of your audience. By leveraging your mailing list and understanding your customers' purchase history, you can create custom offers that speak directly to their interests. For instance, offering a discount at a steakhouse wouldn't be relevant to a household of vegetarians. Ensuring that your special offer aligns with your target audience is essential for driving engagement and increasing response rates in your marketing strategies.
Use a QR Code
Adding a QR code to your mail pieces gives your audience a direct path to a personalized landing page. This creates a seamless bridge between physical and digital marketing efforts, offering a customized experience that feels like a special invitation. By incorporating a QR code into your mail marketing campaign, you make it easier for recipients to engage with your brand online and share the experience with others, further extending your campaign's reach.
Handwritten Notes
A handwritten note or signature adds a personal touch to your direct mail, giving the recipient the impression that the message was crafted specifically for them. Whether it's a simple thank you or a personalized message related to their purchase history, this small addition helps create a stronger connection. In an era of digital marketing, this personal element stands out and can significantly enhance your marketing campaigns by increasing engagement and loyalty.
Variable Data Printing (VDP) - How to Personalize Direct Mail That Is Mass Produced
Variable Data Printing (VDP) is a digital printing technology that allows for the customization of individual mail pieces within a single print run. Instead of printing identical copies of a marketing piece, VDP enables each item to be personalized with unique information, such as the recipient's name, address, or even tailored images and offers. This makes it an essential tool for direct mail campaigns focused on personalizing content for a target audience.
VDP can be used to personalize direct mail in several ways:
- Names & Real Estate Addresses: Each mail piece can be addressed directly to the recipient by name, creating a more personal connection compared to generic messaging.
- Custom Offers: Businesses can tailor special offers based on customer preferences, purchase history, or geographic location, increasing the relevance and appeal of the message.
- Targeted Images: VDP allows you to insert different images based on the recipient's demographics or location, enhancing the connection with your audience.
- QR Codes & Landing Pages: Unique QR codes can direct customers to personalized landing pages, making the entire mail experience feel custom-tailored to them.
By using VDP, you can enhance the effectiveness of your mail marketing campaigns by creating a personalized experience that drives higher engagement and response rates.
Final Thoughts on Personalization from Direct Mail Specialists
Create a positive message that connects to individuals instead of trying to engage everyone. Make sure to keep the message accurate, or you will turn off your customer. Private information is awkward, insensitive, and possibly a privacy breach—avoid that.
Contact Progressive Data Services for Direct Mail Solutions
Backed by case studies and testimonials, the team at Progressive Data Services has experience leading mailing campaigns and building mailing lists in a variety of industries. Progressive Data Services can help your organization hone its focus and marketing approaches to best meet your leads where they currently are, then converting them into customers.
Give us a call today at (248) 313-9120, or contact us online to begin building your mailing list.