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The Importance Of Personalization In Direct Mail Advertising

Personalization is not a new concept in marketing. From receiving and greeting customers at your storefront to including the recipient’s name in your email newsletter salutation, personalization creates a sense of familiarity between the seller and buyer, improves customer experience, and strengthens the brand/consumer relationship. The consumer feels valued.

Personalized Direct Mail Marketing

Personalization in direct mailing goes beyond addressing your consumers by their first name. Tangible mail pieces allow marketers to use their creativity to personalize every aspect of the mailer, from the graphics and lettering to the offer itself. But this only works if you put some effort in creating quality mailing lists that contain personal details from your current customers and prospects, as opposed to non-detailed purchased lists.

A study by the USPS found that direct mail recipients who have purchased from the sender company have an 18.4% response rate, compared to only 4% of mail received from unknown businesses. That is how important targeted marketing is. Now, consider creating custom mail pieces while taking into account the recipient’s location, purchase history, marital status, age, and other personal customer data.

Personalized direct mailing allows you to communicate directly to the recipient, appealing to their unique touch points. Here are some other reasons to use personalized direct mail advertising:

  1. Better Targeting

    With access to personal data, you will be in a position to better target your message to each recipient – household size, household age, fun and travel activities, shopping patterns, and other personal information.

  2. Consumers Are More Receptive

    Different studies have found that consumers tend to pay more attention to personalized mail pieces when compared to other marketing media because it makes them feel valuable.

  3. Highly Relevant

    People are naturally inclined to pay attention to things that are relevant and meaningful. Personalization allows you to narrow down your message to address the unique interests of the recipients. And with proper timing, you have a better chance of getting a favourable response.

  4. Better Response

    Considering that recipients are more likely to read and remember a mail piece that appeals to them, there is usually a higher response rate for personalized direct mailing than any form of general marketing.

  5. Superior Customer Experience

    Personalization removes the clutter and minimizes the risk of information overload. This in turn makes it easier for the recipient to process the information and use it for decision making.

Generally, delivering targeted direct mail pieces that address the specific interests, needs, or desires of the recipient will definitely boost response rates.

Interested in adding commercial printing and direct mail marketing to your advertising mix? Please call our Toronto mailing house in Scarborough at 1-866-486-0423. Troi spells success, one letter at a time!

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 Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster

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