Buyers have come to expect personalization in all of their marketing communications. They get personalized recommendations from their favorite online stores and are used to seeing their names in the subject lines of marketing emails. They have come to expect personalization in all their marketing communications, including direct mail. Are you giving it to them?

According to Statista, 84% of marketers “always” or frequently” personalize experiences for their customers, and according to Segment, 70% of marketers are increasing their investment in personalization within the following year. According to Adobe, 68% of marketers who use personalization say their efforts exceeded projected targets.

These are some powerful numbers! But simply using data in your direct mail doesn’t produce these kinds of results. To be successful with personalization, you need to follow best practices for using that data in a way that will resonate with your target audience.  

What does this look like?

·       Segment your mailings into “like” target audiences so you can send them highly targeted content.

·       Keep your data current so that your targeting is accurate and relevant.

·       Append your data to fill in any missing fields. (Nothing feels less personal than a postcard that says, “Dear recipient.”)

·       Create highly targeted messaging that is appropriate and relevant to each segment.

·       Using personalization like name and imagery as the “cherry on top” to more fully engage recipients and make them feel valued.

While data-driven direct mail might seem unfamiliar and challenging, we’re here to help. We can help with keeping your data clean and up to date, segmenting your audience, and helping you add personalization to your designs for that extra layer of effectiveness.

Is increasing your investment in personalized communications on your “to-do” list for this year?