Personalised Direct Mail
70% of people say that direct mail rather than email, gives a better impression of a companyRoyal Mail MarketReach, Mail in Uncertain Times, TNS 2017
65% of people say they are likely to give direct mail, rather than email, their full attentionRoyal Mail MarketReach, Mail in Uncertain Times, TNS 2017 9
87% of people are influenced to buy online as a direct result of receiving printed mailRoyal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2014
25% of UK adults bought something or made a payment as a result of receiving mailTouchpoints 2019: SuperHub Database – ©IPA 2019
It’s hard to imagine driving better results than this through direct mail, but personalisation makes this possible. Helping to elevate your campaign and results to the next level.
The benefits of personalised Direct Mail.
The core of personalisation is that it enriches your content to make your message relevant to each and every recipient. Mail that resonates with your audience makes them feel valued and understood. Combined with the connotations the messaging within your direct mail can bring, makes it an invaluable tool.
Personalisation helps to improve the customer experience
A 2021 survey reported that customers expectations have changed, that they are seeking “to do business with brands that make them feel valued, that offer a seamless service, and that respond rapidly with tailored experience” – Accenture, Life Reimagined, accessed at https://www.accenture.com/_acnmedia/PDF-161/Accenture-Life-ReimaginedFull-Report.pdf
Delivering content that is relevant to their previous purchases, price range, gender, or geographic location can go a very long way in delivering that tailored experience.
Higher revenue opportunity
67% of customers will pay more for a great experience.Salesforce research 2018
This helps to navigate the need to compete on price, focusing more on the customer service and experience.
By continually delivering a great customer experience. Whether it’s online, offline, in person or in follow up correspondence, you will earn new customers and keep them onboard.
Personalised direct mail also gives the perfect opportunity to upsell and cross sell based on previous purchase history.
Improved impressions and engagement
If you personalise your mail, it’ll be read and re-read – 4.5 times on averageJICMAIL Item Data Q2 2017 to Q3 2019
The more your mail piece is read, digested and taken onboard the stronger the change of evoking a reaction is.
It is quite the stark contrast to an online ad where “25% of ads defined as viewable are never looked at.”
It’s easy to see how personalised direct mail can compliment online marketing in a cohesive multi channel campaign.
Improves customer care and value satisfaction
70% said direct mail made them feel more valued than email
You will only enhance the valued customer experience by adding personalisation into your direct mail marketing. Giving them a personalised unrivalled experience where the mailpack really resonates with them. The value of personalisation will be reflected in the ROI.
How can you personalise a direct mail piece?
Personalised direct mail can start as simple as using your customers name but it can get as advanced as using:
- Personalised URLS
- Bespoke offers
- Personalised Codes
- Personalised areas of text from a sentence to paragraphs
- Locations and related imagery
- Variable Imagery and services
- By Gender
- Pricing range
- Supporting facts and figures
How to create personalised direct marketing.
Make the most of your data
You know your customers address and what they bought from you previously. If you can decide what you would like them to buy from you next you are well on the way to a GDPR compliant campaign.
We will help you make sense of the data you hold and show you the best way to incorporate personalised text, images and messages into your brochure, leaflet or postcard.
Segment your data to create a personalised mailing
Adapt your product or service selection based on the receivers’ gender, ensuring it’s relevant and of interest.
Tailor the price range of your products or services to your customers annual income to maximise your conversion rate.
Discounts and offers can change to reflect and reward previous expenditure.
Including someone’s name goes a long way with marketing. It shows customers that your business knows and cares about them!
Include products or services based on location – helping drive footfall or local engagement.
Upsell a relevant product that complements a previously bought item or trigger a repeat purchase.