The aim of ‘personalisation’ in a red hot direct mail campaign is to grab the attention of the recipients. Then, when you have their focus, you can lead them to your call to action.
You want to make them feel as though you are speaking directly to them. They have the piece in hand, and when it’s read, you want them to feel compelled to follow through.
And, just quietly, it also makes your brand appear professional and innovative.
But how do you do it in a way that isn’t clunky, time-consuming or expensive?
To be honest, direct mail campaigns have come a long way from “Dear FNAME” and the traditional mail merge.
Here are a few ways to get you thinking about how you can personalise your next direct mail marketing campaign.
The most basic of all. Think about how many envelopes get opened when the greeting on the front is ‘Dear Homeowner’ or ‘To the Occupier.’
Your chances of getting past the garbage bin increase exponentially just by putting a name on the front of the material.
Include content that is relevant to their likes, interests, behavioural patterns, and past purchases. Check recent purchases and find products that compliment. This can easily be accomplished by using existing customer and sales data.
It shows them you understand and value them. Even if a purchase is not made on that direct mail campaign, there will be increased brand recognition. This will benefit you the next time they want to make an important purchase or need your service.
Send out birthday vouchers, giving a time-limited offer. If someone has been a loyal or long-term customer, send them a gift. Let them know that you appreciate them.
Eliminate unnecessary and irrelevant content in the direct mail campaign. This can quickly be done by segmenting your mailing list.
Always ensure your direct mail distribution is delivered within the parameters of your campaign. At Active Mail, we will work with you on timelines to ensure this is achieved.
Get your customer to personalise the direct mail campaign for you. Give them something physical or even an offer code. Assign a hashtag and get them to snap a shot and put it on social media with the hashtag. This makes it fun to interact with your brand through the direct mail material.
With so many benefits, there is really no reason not to start personalising your direct mail marketing campaigns. It depends on the subtle use of data to improve the overall customer experience.
If you’re looking to improve your direct mail distribution, Active Mail can help you.
At Active Mail, we offer a high calibre Direct Mail Marketing production service.
Covering all points of the direct mail marketing process, from collaborating on your creative, through to data tweaking and full production of all elements.
Our experienced staff will take the stress and headaches out of developing a professional Direct Mail Marketing solution to fit your unique business.