Can You Really Personalize Direct Mail?

Decades ago, cost and production limitations prevented most marketers from personalizing their direct mail packages beyond a simple personalized salutation, and perhaps an address block. With the level of customization we now enjoy when interacting with brands and businesses on our mobile devices, today’s consumers have come to expect highly personalized mail that appeals to their unique interests and needs. Digital printing has opened the door to hyper-targeted text, images, offers, and calls to action for every mail piece in a print run.

Today, true “one-to-one” promotion is the preferred approach by most direct mail marketers. Automated workflows allow print service providers to leverage the power of document generation software like Quadient Inspire. State-of-the-art printing platforms from press manufacturers such as Hewlett-Packard and Screen enable print and mail service providers to produce highly targeted, individual communications at scale. Reasonable production costs make personalized direct mail attractive to marketers who are looking to boost conversions.

The Direct Mail Personalization Advantage

As you might expect, data management of personalized direct mail is supremely important. If the data is wrong or incomplete, then the direct mail based on that data will be ineffective, or even counter-productive. Make full use of the data you have accumulated about your customers and prospects. Ask your print and mail service providers about processes such as data normalization, duplicate recognition, data appending, and address correction.

Document composition software combines data with text and graphics based on business rules. Top-notch production methods create engaging direct mail pieces and deliver them to the intended audience. Advanced features like personalized custom messages on outside envelopes or individualized insert matching add even more appeal to direct mail marketing campaigns. A customized plastic or paper card adds extra sizzle and intrigue to a mail piece.

No More Mass Mail 

While some marketers continue to run generic “spray and pray” direct mail campaigns, the concept has mostly outlived its usefulness. For about the same investment, marketers can create mail that speaks to each individual on their list. With more consumer data now available and tools like artificial intelligence to help analyze that data, marketing campaigns can be highly targeted and hyper-personalized. Easily accessible software and hardware can turn that data into direct mail that recognizes individual preferences and addresses customers in a more personal, targeted manner.

For example, nonprofit organizations sending donation acknowledgement letters can vary the text, images, impact summaries, and future support suggestions based on a giver’s history. The data for each donor contains information such as donation dates and amounts, longevity, and interests. The correspondence that donors receive from the nonprofit should be consistent with each individual’s relationship with the organization.

An urgent care clinic might send families with school-age children a postcard promoting school sports physical exams, with images of youth soccer or football players. Within the same mailing, former clinic patients who are older might see images of retired people on the postcards they receive. The copy directed toward the older audience might highlight services covered by Medicare. All of the postcards, regardless of audience type, could include personalized maps that direct patients to the clinic that is closest to their home.

In another example, a pet supply retail store might send personalized discount offers to members of their loyalty program. The imagery and coupon offers would be customized based on the pets in the household.

Highly personalized campaigns feature targeted offers that reduce waste and attract high-value customers. Digital printing offers the potential for cost savings by minimizing the need for versioning and allowing marketers to bundle campaigns.

Today’s marketers craft every element of a direct mail piece. They fully exploit the advantages of physical mail. When the text, images, and offer are personalized to the interests of individual prospects, the customer’s tactile experience, information retention, and value recognition become even more pronounced. Personalization at every customer touchpoint, including direct mail, encourages connection and customer loyalty.

Direct Mail Personalization, Available Now

Personalized direct mail provides marketers with a powerful means to connect with their audience in a crowded marketplace. Integrate data management, advanced production methods, and individualized messaging to deliver tangible communications that resonate and nurture lasting relationships. Marketers who embrace personalization will be well-positioned to capture customer attention and drive meaningful engagement in their marketing strategies.

---

Ready to Elevate your Next Campaign?

If you’re ready to see how plastic cards can boost your direct mail results, download MCT’s comprehensive eBook, The Essential Guide to Boosting Direct Mail Response Using Membership Cards. This resource is packed with insights, examples, and practical tips from industry experts. The book is a perfect resource for executives looking to make informed, high-impact marketing decisions. Request your copy of the book here.

Transform your next direct mail campaign from conventional to extraordinary. Harness the power of membership cards and watch your results soar.

Talk to an MCT Specialist Today