Direct mail advertising in the digital era is made possible by the ability to send out personalized messages to recipients. With a unified direct mail effort, all recipients got the same offer on the same-looking mailers with the same copy. It was simple to organize and implement, and it didn’t cost much to make or send out to a wide audience.
When do you use a personalized direct mail campaign?
Basic customization, such as a recipient’s name or address, is incorporated further into mail pieces and otherwise printed in a subsequent pass or step. Every piece of direct personalized mail that leverages one or more data items you have about a client or prospect is considered an ideal marketing tool.
Variable data printing (VDP) is used for complex direct mail personalization, which involves retrieving dynamically created titles, addresses, given names, offers, graphics, or photos from a file. Before the preprint step, they are matched to a variable data element in your print files and then placed into a static mail template or design. With the correct digital press as well as software, you can quickly print tens of thousands of personalized mail pieces with whatever components you choose.
Some Pros of Direct Mail with Your Name on It
In what ways may direct mail be personalized? There are a number of reasons why using data to improve your marketing decisions are a smart move.
The following advantages provide compelling support for developing and maintaining a connection based on your clients’ unique data:
Raising the Percentage of Replies
The Association of Commercial Advertisers found that response rates for customized mailing campaigns averaged 6%, a significant increase above the typical response rate of 2% for quasi direct marketing. Furthermore, the return on investment (https://en.wikipedia.org/wiki/Return_on_investment) (ROI) of retention and renewal efforts is improved with targeted direct mail after a prospect is converted into a client.
Establish Your Brand
With proper implementation, the combination of personalization and changeable digital printing may increase consumers’ positive associations with a company’s brand. More than that, these strategies may aid in the upselling and cross-selling efforts of your business.
Here Are Some Customized Direct Mail Strategies You May Utilize
There is a wealth of information that can be mined for insights about how to tailor a direct mail campaign. The tailored postal campaign, which makes use of modern printing solutions, establishes a genuine connection with the customer on a one-to-one basis and fosters a long-term relationship based on trust, value, and familiarity.
Some examples of using targeted information in direct mail campaigns are as follows.
Personalizing letters by including the recipient’s name is nothing new. If you give most individuals the chance to see their name in print, they’ll probably take it. So don’t go crazy with it; moderation is key. Consider the big picture instead. To attract customers, include it in a postcard headline or letter greeting. You need to find the right balance between subtlety and effectiveness in your advertising.
Provision of Customized Promotions
What your customers have purchased in the past, how much they have spent, and when they have bought it may tell you a lot about their tastes and habits. When customers purchase online or leave a shopping cart, you may send them offers based on their activity. Personalizing a direct mail fundraising campaign allows you to tailor your task depending on a donor’s giving history, how recently or often they’ve given, and other characteristics.
Targeting and segmenting clients based on their geographic location (state, city, or zip code) is nothing new in the world of marketing. Yet, direct mail personalization allows for much more specificity. Using a personalized map in your marketing campaign that shows the quickest path from your customer’s home to the closest retail shop, school, workplace, healthcare institution, or other target site has been shown to increase response rates.
Life insurance is only one example of a product where a customer’s age plays a role in pricing and package options. Institutions of higher education and providers of elder care are two other types of businesses that benefit from age demographics in marketing.
Data for advertising campaigns may be found in public sources. Real estate transactions and vehicle registration documents are two good examples.
Website addresses that are uniquely yours
PURLs are named thus because of their ability to be customized. You don’t have to mention the name of a specific client or prospect. Any other piece of easily identifiable information, such a street address, will do.
Quick Response Code
With a simple scan of a QR code, your consumer is sent to a landing page designed just for them, complete with relevant information and exclusive offers. This technique of responding may be tracked much like PURLs.