Personalized direct mail can be seen as a one-to-one marketing strategy. So we need to use highly targeted copy/design/offer to get customer's attention.

91% of customers shop from brands that provide them with relevant products and recommendations; 80% of customers only engage with brands that provide them with a personalized experience.

Elements of personalization

Personalized direct mail could make customers feel that brands are willing to take the time to understand their needs and recommend relevant products.

It's not just adding names or addresses to letters and postcards, but should also include other information relevant to the customer.

Offer: based on income level,customer's affordability

Product: based on purchase history, purchase preferences,etc

Image: based on customer's preferences, shopping carts, and purchase history

URL: A personalized URL with the recipient's name (eg brandname.com/david)

Essentially, every element could be personalized in direct mail campaign, but we have to consider the accuracy of the customer data. In the era of GDPR (General Data Protection Regulation), invalid data can actually cause serious impact. So make sure the customer data is clean, relevant and accurate.

High open rate

According to The Mail Moment of the USPS, 98% of Americans check their mailboxes every day. Unlike digital advertisements that often get blocked or go to the trash can, the physical feature of direct mail can reach recipient directly.

Especially when the direct mail is personalized, such as greeting the recipient by their first name and offering a solution to their problem, the open rates will increase significantly.

High response rate

According to the Direct Mail Institute, personlised direct mail campaigns play a vital role in convincing 66% of consumers to make a purchase desicion. Especially, when we combining traditional marketing with variable data printing (VDP), personalizing the copy becomes easier and more effective.

When we send personalized direct mail to prospects or customers, the response rates increase by 63%. At the same time, website visits and leads increased by 68% and 53%, respectively.

Get attention

Through personalization to communicate one-on-one with potential or existing customers, and once they feel valued, this emotional response becomes the driving force for customers to reach out to the brand, because customers expect your product to solve their problems or meet their needs.

Everyone likes to receive blessing on their birthday, and birth dates could be easily collect from customer and member data. Use this information to keep in touch with customers on their birthdays every year, show that brands haven’t forgotten about them, and send postcards with special birthday offers to increased repeat purchases.

Build trust

Communicating directly with your target audience could build their trust. And for direct mail to be successful, the content must be relevant to customers or provide something they need.

Personalized direct mail can segment the different preferences of customers. When customers keep receiving the mail that can understand their needs, they will trust the brand and gradually become loyal customers.

Increase revenue

When creating a direct mail campaign, just keep one goal in mind: revenue. Brand who used personalization strategy that generate 40% more revenue than the competitors.

Personalized direct mail is often based on customers' purchase history, preferences and data, allowing brands to increase the conversions through highly targeted campaign.

According to a recent survey, 84% of customers think if the brand does not consider their purchase preferences when starting a marketing campaign, they will stop buying anymore. So, we need to treat each customer as an individual and make them feel the care of the brand.

Personalized direct mail is highly detailed, precise, and a more targeted form of marketing, focus on connecting with customers closer and solve their problems. In today's high-tech marketing environment, we will be able to personalize every piece of content to maximize the response rate and conversions.