When it comes to direct mail marketing, the more personalized the better. People are inundated with ads and promotions in this day and age. So much so, that most of it becomes noise and people turn a blind eye to it. Thousands of emails go unread and unopened; thousands of pieces of mail are regarded as junk.
But the magic comes when something is personalized.
People love to feel special. They love catered and unique content. And, they’re loyal to brands that make them feel valued.
Why not take the extra step in making your customer feel appreciated? Personalizing direct mail campaigns is an absolute must — and it’s easy as pie.
1. Personalization and Targeting Grabs Attention
How many pieces of mail have you thrown away without taking a second glance at them? I know that I’ve done this loads of times.
If it looks like junk, it’s probably junk. And by junk, I mean something bland and generic. “Oh great, another credit card solicitation.”
As a marketer or designer, you have a miniscule window in getting their attention and holding it.
For this reason, there’s no better way than being organic and tailoring the postcard specifically for them.
Referring to them by name will make your piece stand out from the rest. Thus, it makes them interested in what you have to say, and what could be in it for them.
Going even further, create a custom mailer based on their purchase history. You have an idea of what they like, use that to your advantage.
Has it been a few months since they bought their dog a bag of food? Offer them 10% off their next bag to entice them to shop with you.
If you’re not feeling the coupon, try something like this: “We miss you and haven’t seen you in a while! Here’s what’s going on right now…” and then follow-up with new products or promotions you have going on at your store.
Additionally, make sure you know who you’re targeting. For example, it wouldn’t make sense to send a 10% off coupon for dog food to someone that doesn’t own a dogs. Conversely, health food stores often target vegetarians or people with allergies.
Know your audience. It’s essential to know your audience’s likes, dislikes, and habits/behaviors.
2. Strengthens Relationships
There’s a couple reasons to be excited for your birthday every year.
One, you’ve survived another year on this great planet (and ignoring the fact that you’re another year older). And two, the birthday coupons you get from your favorite brands. Personally, it’s one thing that I look forward to every year. I love getting that free coffee or that 15% off coupon, just for being born on a certain day.
As a result, it makes me feel good, and my loyalty to that brand deepens.
Humanizing your content and offer will resonate with your consumers. Thus, it’ll show them that you care about and value them.
This leads to positive feelings and happy feedback. They’re more likely to tell a friend or coworker about this brand that does XYZ.
In the long run, this results in more revenue and conversions.
Some other ideas to consider: acknowledge they bought a new house, remember their favorite drink, or congratulate them for their new pet.
3. Improves Brand Experience
I don’t think I’m alone when I say I’m always going back to brands where I feel valued and appreciated. Brands that take the time to acknowledge my wants and needs. And, where I don’t just feel like another dollar to them.
People want to feel like they’re interacting with other people, not automated intelligence.
They want a personal, human experience. Nothing kills marketing faster than something that feels robotic and insincere.
Speak to your customers like the human that you are. Showing them complete transparency builds trust when they see you’re being honest. They’ll feel safe, like they’re talking to a friend.
Furthermore, putting a name to a face always makes people feel special. Especially when you comment on something personal you remember them talking about the last time you saw them. “It’s so nice to see you, Kyle! How’s the baby?” or “Hey Paige, love the haircut!”
It takes little effort to brighten someone’s day — and all it takes is a little care.
People remember both positive and negative experiences they’ve had with a company. Being the company that puts forth the little bit of personalization will do wonders for your credibility.
If you run a coffee shop, try sending out postcards for the like: “We haven’t seen you in a while, here’s a latte on us!”
Give them a reason to want to come back to you. At the end of the day, your customers are the ones keeping you in business. Show them some appreciation and they’ll happily do the same in return.
Source: CAP V Personalization Study
4. Boosts Sales and Yields Higher Conversion Rates
Did you know that adding a person’s name and full color to a direct mail piece can increase response rates 135%?
People are open to what you have to offer if you’re listening to and understanding their pain points. They want to know that you understand where they’re coming from and what they need. Further, they want to know if you can give them a solution to their problem.
People don’t want to hear the same, regurgitated sales pitch that you give everyone.
They want an experience that is both real and authentic. At the end of the day, people are going to support businesses that they trust.
You want them to feel like they can reach out to you at any time, with any questions. Always let them know you’re there to help them.
Building that connection with them increases their trust in you.
Satisfaction with your product leads to repeat customers.
In turn, this leads them to tell their friends, family, and coworkers.
Conclusion
Personalizing your direct mail is crucial. But, there is a correct and incorrect way to go about it.
Anyone can slap a name on a postcard and call it a day. Personalization goes beyond just a name.
Show your customers that you remember them, see them, and hear them.
Here’s a post detailing unique ways to personalize your next direct mail marketing campaign: Personalize Your Direct Mail with Variable Data Printing
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Want to take the plunge in personalized direct mail marketing? You can email us at info@graphicimage.net or contact us here.
