Advantages of 3-Way-Match Personalization in Direct Mail
- Karen Brooker
- Sep 2
- 3 min read
Hyper-personalized direct mail consistently outperforms generic mail by making recipients feel recognized and valued. A direct mail package that contains multiple components customized to appeal to an individual’s interests, needs, or past behaviors typically results in higher response rates.
To construct highly personalized mail pieces and do it at scale requires sophisticated technology.
What is 3-Way-Matched Mail?
The term three-way-match refers to the ability to accurately match-up personalized elements of a direct mail package and insert them into corresponding personalized envelopes. Some examples of ways you might use a three-way-match to boost response are matching a personalized cover letter with an individual donation form for a fund-raising application, enclosing personalized mystery discounts in a personalized outer envelope, or enclosing personalized address labels and a letter with membership card inside an oversized closed-face OE. Hyper-personalization makes it easier for organizations to achieve the objective of connecting with each member of their target audience as a unique individual.
How 3-Way-Matches are Accomplished
There are two principal ways to achieve accurate matches between multiple components in a direct mail package. One technique involves cameras or scanners that read pre-personalized components, typically during the final inserting process. If a mismatch is detected, the system stops or diverts the mail to allow the operator to remove the inaccurate mail and correct any issues before proceeding. Another technique is known as read and print, or “read, look-up, print”. In this second method, the equipment reads a data element on the first personalized item, uses it to look up the customer in the database, and then prints addresses and other personalized information on additional components or the outer envelope.
Of course, accuracy and precision are critical when preparing mail that requires a three-way-match. Matching errors are costly, resulting in a waste of time, materials, and postage. More concerning, matching errors can harm customer relationships or cause mailers to run afoul of privacy regulations. Automated equipment deployed by top-notch mail producers will automatically watch for errors and instantly shut down when an item is missing or out of sequence.
The technology available for three-way-matching is impressive. Cameras used in match verification can read symbols such as linear or 2D barcodes, text, or even images. The cameras must recognize the identifying marks, compare them, perform a database lookup, and send commands to an onboard printer, all in fractions of a second. Inserters equipped with state-of-the-art matching technology can process tens of thousands of pieces per hour with a high degree of integrity.
How Incorporating 3-Way-Match Pays Off in Results
Boost Engagement – The added personalization made possible through matched components increases the amount of time recipients spend with the contents of the package. Deeper engagement increases the likelihood of conversion.
Loyalty and Brand Recall – Customers are more likely to notice and remember messages that are directly relevant to them and personalized for them. Personalized components that have a practical or sentimental value, such as embossed membership cards, notepads, bookmarks, or address labels, keep your organization visible well beyond the date that the mail is delivered.
Professionalism and Investment – Customers notice when a company takes extra steps and mails a more intricate direct mail piece. This lasting impression contributes to further engagement.
Differentiation and Open Rate – Personalized outer envelopes with addresses and personal messages stand out among other marketing pieces consumers find in their postal mailboxes. The less automated and more personal a direct mail package looks, the more likely it is that your customers will open and engage with the mail.
Creating Memorable and Effective Mail Campaigns
Successful direct mail campaigns reflect creativity, technology, and attention to detail. The tangible nature of a well-crafted, personalized mail piece is a powerful tool. Utilizing a three-way-match can transform a standard mailing into an interactive experience that recipients will notice and remember.
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