One of the biggest advantages of a direct mail campaign is the opportunity to personally address your target consumer (pun intended). At the very minimum you should have your recipients name and address, so adding a personal touch is simple. Whether you are sending a postcard, letter, or self-mailer personalization will increase your rate of response and help you connect with your customer. Adding personalization throughout your piece, not just in the mailing panel will help you stick out from the crowd and make the most out of your mailing. Below are a few options which will help you personalize your piece and increase conversion.
Personalized taglines: Simply including the recipients’ name in a second location on the piece, is a simple and cost effective way to increase your ROI. For example next to the address box you can include “Bill, inside you will find…”. This will add some personalization to your mailer at a minimal costs.
Variable Data Printing: Variable data printing allows you to change text, graphics, and images depending on selected data points. For example you can elect to change the image on your piece for different genders, or include a special offer for certain customers. The opportunities are endless. They can be as simple as including the target consumers’ name within the piece or be as complex as including personalized cover and graphics for specific demographics or customers. Using variable data printing will enable you to tailor your piece to each recipient, helping you send relevant content that will grab the attention of your recipient and add value.
Matching Multiple Personalized Components: For more complex pieces like letters and packets, you can machine or hand match different personalized components. You can match personalized letters with addressed envelopes and additional inserts, which will allow you to avoid using window envelopes and give your letter a more personal touch. This also allows for the addition of prepopulated forms which can help facilitate orders, donations, and responses. Matching personalization is extremely important when working with confidential data like open enrollment or benefit packages, but it can also be used to add a personal feel to your marketing piece.
Personal landing pages (PURLs): Including a URL to a personalized landing page (ie. www.yourwebsite.com/recipientsname) designed specifically for each recipient will not only impress your customer but it will also improve conversion. Personalized landing pages can be prepopulated with the recipient’s information, so conversion is just a click away. This can be used in conjunction with an email campaign or QR code, and can help drive recipients to your site and increase conversion.
Personalization will help you connect with your target audience and increase response and conversion.