6 Ways to Personalize Direct Mail Without Getting Too Personal

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With so much data available to marketers today, personalized marketing is increasingly possible at a reasonable price. Research by InfoTrends has found that using personalization in printed marketing materials improved return on investment by an average of 50%.

While the technology exists we often hear organizations expressing concerns about making customers and prospects uneasy by getting too personal. Whether you’re doing a direct mailing in Denver or elsewhere, there are 6 ways to personalize your direct mail piece that won’t make people uneasy.

  1. Put the Name in the Headline: Adding the recipients first name in the headline of a postcard will grab their attention and keep them reading. Often you can just add the first name to your existing message such as, “John, get your carpets cleaned at 50% off. This month only!” You can also work the recipient’s name into the graphic design such as Roosevelt University did in the postcard pictured here.
  2. Personalize the Images: A well know pizza delivery company has their delivery staff collect family & age information when they deliver pizzas. Customers are categorized into segments such as young family, college students, seniors, etc… Then the company send out coupon postcards with images corresponding to the family type and report a 25% increase in response rate over static postcards.
  3. Use a Personalized URL: While the astonishment of personalized URL’s (PURL’s) has long faded, PURL’s remain an effective way to personalize your marketing for tech savvy target markets. The key is to ensure that the PURL does provide personal valuable content. Learn more about PURL’s here.
  4. Provide Personal Statistics: I recently received a personalized savings report from one of our associations. The report showed me how much I had saved using each of their member benefits and how much the average member had saved. I found myself check out programs where I hadn’t saved as much as other members.
  5. Thank You and Oh By The Way: Send a personalized letter thanking customers for their business and telling them about other products or services that may interest them. Amazon is notorious for telling people that customers who bought this product also purchased these other items. You can do the same.
  6. Tailor the Message: Direct mail recipients don’t have to know that you have personalized the message. If your organization is a pediatric dentist you can obtain data that includes age of kids in a household. Mail pieces going to parents with young children can focus on the benefits important to these parents such as the fun waiting room and specialized small equipment while mail pieces going to parents with older kids can focus on benefits such as convenient before and after school appointment times.

Recently our sales manager was looking at some shoes at an online store. She didn’t purchase them, but the online store knew who she was and what shoes she had looked at. For weeks pictures of that same pair of shoes kept popping up in ads on unrelated websites and eventually she bought the shoes.

Whether we like it or not big data is here to stay both online and offline. Moreover, it is incredibly effective in generating sales and every organization should be considering how best to use their data.

If your organization struggles to keep up with your data, check out our recent blog, Forget Big Data: Let’s Talk Good Data

 

Thanks to Deliver Magazine for the image.

 

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