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Bringing Power to Print Through Personalized Direct Mail Marketing


Consider this scenario. You’re sorting through the day’s mail and you come across two postcards from different local retailers. One addresses you as “Current Resident” and features images of standard sales items. The other postcard greets you by name and features images of products that you previously purchased.

Which mailer are you more likely to read? Chances are, you’ll gravitate toward the piece of mail that specifically speaks to you and your interests. Personalization is an extra step in production but it can make the difference in whether a customer reads your direct mail or tosses it into the trash. 

Check out the tips below to see how you can use personalization to create a more optimized customer experience and increase your response rates.

Benefits of Personalization

By addressing their individuality and specific needs, personalization gives customers a perceived sense of value. It creates a connection between customer and company. Businesses can leverage this to strengthen relationships and drive results. Per a study conducted by Talient Action Group, a personalized message could see a 6% response rate. The response rate for an average mailing is generally 2%. Evidence also shows that improving communication with your customers can increase your revenue. Research by InfoTrends found that personalization in print marketing improved ROI by an average of 50%. 

Determine Your Message

The best way to begin your campaign is to develop a clear objective and goal for what you wish to accomplish. Whether you are looking to increase sales of your products and services or to generate new leads, the messaging in your materials is the key to motivating a response and achieving results.

Design to Impress

A strong message is even more effective when combined with a pleasing aesthetic. Many printing companies offer graphic design services in their repertoire for clients who lack an in-house designer. There are also many resources available online for those looking to improve their skills. Our previous blog on this topic lists a few.

Utilize Variable Data Printing:

different personas need different targeted messagingVariable Data Printing (VDP) is the preferred tool for creating targeted print marketing. VDP uses customer data to produce personalized content for digital printing. This means you can tailor the content to your customer more easily than ever using various data points such as first and last name, geographic location and even recent sales history. This data offers a wide variety of marketing opportunities. For example, you can use your current list to thank customers for their business, promote a new service, announce a grand opening, offer helpful tips, or to make special offers. Regardless of the strategy that you choose, VDP is an asset for creating individualized mailings for your targeted customers, clients, or prospects.

Other Personalization Tactics

There are several other options for personalization in direct mail that can drive results. Some of the most effective are individual offers based on past purchase history, images of a specific geographical region or personalized URLs (PURLs) via QR codes. In addition to text, VDP can include imagery that caters to the recipient. Text and graphics can change from one piece to the next, without stopping or slowing the printing process. You can also use VDP to create custom offers by using unique barcodes or promotional codes, which can help track the ROI of the campaign. 

The way you decide to customize your marketing should be determined by your strategic goals. Custom-made content is a proven technique for ensuring that your message is seen by the right person.

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