Have you ever thought about personalisation in your direct mail campaigns?
Sending your targeted recipient something with their name on it can create some interesting (and beneficial) psychological reactions.
Have you noticed that nearly everything is personalised these days? From what we see on social media feeds to Netflix’s recommendations, even what your shopping app thinks you’ll like, everything caters just for you.
Why Shouldn’t Direct Mail Be The Same?
Whether you’re targeting middle-aged homeowners or new-age millennials, personalisation could be the missing ingredient in your campaigns.
The Psychology Of Personalisation In Direct Mail
Interestingly, personalising your direct mail gives the receiver a false sense of being in control. If you pair this little psychological trick with an excellent and helpful offer, it’s not a stretch to see why conversion rates are high.
Personalisation also creates a feeling of 'being personally selected' for the product or service offering that they’re reading about! It’s an excellent way to begin building trust and cultivating a feeling of partnership.
According to the Direct Marketing Association, direct mail with some personalisation has a 3x better response rate of non-personalised mail! Make them feel like they’re receiving a letter from a friend, and you can expect better engagement.
Personalisation Drives Action
Imagine a random stranger stops you on the street and tries to give you a slice of cake. Chances are you’re going to say no thanks. But if a friend comes past and says, “Hey John/Bob/Tina/insert name here, I brought you this cake”, you’re naturally going to be more inclined to take it, if not eat it there and then!
Personalisation creates comfort. And when you’re comfortable with someone (or some company), you’re far more likely to take them up on their offers (if they’re good, of course!).
There’s no doubt about it – personalisation drives buying action.
Stand Out From The Crowd
Receiving a personalised piece of advertising is like standing in a crowd of people you don’t know and hearing someone call out your name. You can’t help but check it out!
Personalising your direct mail campaigns will help you stand out from the crowd. It creates a sense of familiarity and connection that many other pieces of mail aren’t going to have.
How To Personalise Your Mail
Personalization can be a powerful tool in direct mail campaigns. When you personalize your mailings with targeted messaging and offers, you can increase the relevance and engagement of your communications, which can lead to higher response rates and more conversions.
Here are some ways to incorporate personalization into your direct mail campaigns:
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Use customer data to segment your mailing list: By segmenting your list based on demographics, behavior, or preferences, you can create more targeted messaging and offers that are more likely to resonate with each audience segment.
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Personalize the content of your mailings: Use personalized language and messaging to address the recipient by name and tailor the content of your mailings to their specific interests or needs.
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Incorporate variable data printing: Variable data printing allows you to personalize each mailing with unique information, such as the recipient's name, address, or even personalized images or offers.
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Include personalized offers or incentives: Use customer data to offer personalized discounts, promotions, or incentives that are tailored to each recipient's preferences or behavior.
Overall, incorporating personalization into your direct mail campaigns can help you stand out in a crowded marketplace and build stronger relationships with your customers. By using customer data to create more targeted and relevant messaging and offers, you can increase the effectiveness and ROI of your direct mail campaigns.
Cost Effectiveness
We want to engage with our customers as much as possible, the more times a message is seen the more likely it will be at the top of your audiences mind when it comes to purchasing.
Modern direct mail has adapted to audiences and is the only communication channel that provides both a tangible and a digital touchpoint in one.
In an age of Google AdWords and social media, direct mail may sound old fashioned. It may seem more expensive than email marketing.
But now more than ever, direct mail can help you stand out and attract new prospects. And over time, it can be more cost effective than either traditional advertising or email marketing.
Conclusion:
There are many ways to use direct mail to inspire and engage your target audience. By using creative and targeted messaging, personalized offers, and visually stunning design, you can make your direct mail campaigns stand out and inspire recipients to take action.
So how can BKT assist you with your enquiry?
If you are unsure of where or how to start your fulfilment processing then seek the advice of our client services team who can determine the best way forwards for you and your company - contact us.
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