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.- 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.
- 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.
- 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.
- 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.
- 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.
About: Seamus Barton
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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