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6 Tips for Personalizing Print Mail Campaigns

Tips for personalizing print mail campaigns

Despite the growth and popularity of digital and online marketing practices, print marketing, especially personalized direct mail, is still an incredibly effective way of reaching potential customers. 

However, personalizing your business’ direct mail communications means more than just including your customer’s name in the mail address. With the help of today’s modern printers, variable data printing can personalize mail content beyond just text. 

Here are six unique ways to personalize your direct mail to gain even better results from your print mail campaigns today.

Make Data Analytics Your Priority 

Your target audience is more likely to engage with a piece of mail if it speaks to them personally. Before crafting your sales message, you should undertake some research to understand your potential customer’s wants and needs.

With the help of analytics and insights, you can effectively customize your mail campaigns for specific audiences and personalize your message accordingly. For example, if you have information about your audience’s lifestyle, hobbies, or the type of work they do, you can adapt your message to capture their attention. 

Data on a customer’s recent buying behaviour is also incredibly valuable when it comes to direct mail personalization. For instance, if a client recently bought outdoor furniture, you may send them a coupon for seat cushions or outdoor lighting to boost their interest. 

So, if you have not been keeping track of your customers’ preferences and interactions with your business, start now.

Use Their Name Throughout 

Everybody appreciates a personalized piece of mail. It is now almost standard practice to address each piece to the person you want to reach instead of using “Dear resident” or “To whom it may concern”. However, you can go much further than that. 

Try including your customer’s first name throughout your message to assure them that they are not reading just another generic piece of mail. When people feel like your business is communicating directly with them, they are more likely to respond or take action. 

Customize Mail Images

A picture speaks a thousand words. With variable data printing, you can make each mail piece unique by personalizing the image to match the demographics of your customer base. For example, a letter sent to a single-family household could include a picture of parents with young children. In contrast, the same letter to a married couple with no children could feature a different photo without children.

Include a Map

You already have your customers’ addresses. Try including a map in each direct mail piece to show the distance between your business and their homes in order to help your customers see that your business is closer than they thought.

Create a Personalized URL 

It is common practice to steer customers online by providing a URL or a QR code in direct mail pieces. A personalized URL sends your potential customer to a web page that is based on their personal information and interests in mind.

Not only will this boost the response rate, but it will also allow you to gather data on consumers based on their online interactions. For example, you will be able to see who took action based on your message and who may be eligible for retargeting.

Use Different Languages

Consider where your target audience lives and what their background is. Do some of your recipients speak Spanish as their mother tongue? Try printing the same message in different languages to naturally connect with your customers and appeal to non-English speaking audiences. 

Are you looking for premium print and mail services in Toronto? Troi Mailing is your one-stop shop for all things print and mail. Our team has the expertise to service your direct mail needs, from data processing to variable imagining, and much more. Whether it’s Thank You cards or personalized loyalty letters, we understand that personalization is vital to creating unique experiences that make your customers feel appreciated. Learn more about how we can help you optimize your direct mail strategy by calling 1-866-486-9350 today or by contacting us online here.

About: Seamus Barton
Seamus Barton - Author
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.

You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at seamus@troimail.com. Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster

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