How to know if personalization is right for your direct mail campaign


Personalization in Direct Mail Campaigns


Business owners and marketing professionals are always looking for fresh new ways to draw in consumers. Many are turning to personalization to do just that. Thinking outside of the box when it comes to making a positive impact on consumers can be beneficial especially if you are in a competitive industry.

Personalization stands out as a tool that gets results for two reasons. It’s a tried-and true way to attract new customers and to keep existing customers. And it allows you to send relevant resources to customers in a personal way.

Are you preparing to launch your direct mail campaign and are wondering if personalization is right for you? Here is one reason personalization may be right for your direct mail campaign.

Personalization will help you Effectively Connect with Consumers

The main benefit of personalization is that it helps humanize your campaign. Instead of sending out a generalized mailer which ends up making your customer feel as if you are speaking to them among the crowd, reading your personalized communication will make them feel as if you are speaking to them as an individual. With personalization, you will give consumers what they are looking for by offering products or services that are relevant to their lives. Here are some examples of why personalization may be right for your direct mail campaign:

  • Your direct mail campaign is failing
  • You are interested in connecting with new and existing customers on a one-to-one level
  • The product or service you offer can make the lives of consumers better, but you can’t get them to respond to your direct mail
  • You’ve tried other direct mail strategies that resulted in low response rates
  • You are looking for a return on investment and client loyalty

If any of the above examples relates to you, personalization can be the solution. Personalization can help with bridging the gap between consumers and what you are offering. The idea of personalization is great but how can you make sure that your direct mail is personalized to individual consumers?

By Knowing Your Consumer & Tailoring your Message to Them

If you are knowledgeable about the type of customers you are trying to connect with this will help with planning a successful campaign using personalization. If you are unsure, you can use the data from individuals that have purchased from you previously or study consumers that you would like to attract. Knowing information like consumer ages, genders or purchasing behaviors can help you create direct mail for your campaign that will have an effect on the recipient. And if your target demographic consists of a younger audience, if you tailor your message accurately, you can expect positive results. According to these direct marketing stats, young adults 24 years or younger are among the most direct mail responsive.

How to Implement Personalization into your Direct Mail Campaign

As mentioned earlier in this post, the key to personalization is to offer your products or services in a way that is relevant to the recipient’s life. This is the surefire way to hold their attention so that you can deliver your message. For example, if your recipient works in a certain industry, owns a certain brand of vehicle, or belong to a specific club, mention this when you are creating your communication. This will help with guaranteeing a high response rate and a return on your investment.

Personalization can turn an otherwise dull campaign into one that effectively connects with each recipient. If you are looking for a guaranteed way to get the attention of your recipient and to get them to respond to your direct mail, consider adding personalization to your next campaign and get the results your products or services deserve.

Letter Friend can assist with implementing personalization in your direct mail campaign.

Our team has helped business owners connect with consumers on a personal level by providing real personalized handwritten services, no fonts!

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