One of the major selling points of direct mail marketing is that it offers a higher degree of personalization that certain digital alternatives just can’t match. First off, it’s tangible – it exists in real life and people can hold it in their hand and, for many folks, that makes all the difference in the world.
You can also use personalized direct marketing to improve your response rate in other ways, too – all of which are certainly worth a closer look.
The Goal of Personalized Direct Marketing: An Overview
By far, the most important thing to understand about using personalized direct mail marketing to drive response rates involves a deeper understanding of exactly what you’re trying to accomplish in the first place.
Thanks largely to the way digital marketing has taken over nearly every corner of the Internet, people have become jaded when it comes to the communications they have with businesses. The “one size fits all” approach to certain types of advertising has made things become cold and cynical and, rest assured, your average consumer can feel that.
With personalization, you’re doing more than just using someone’s name as opposed to a generic greeting like “dear sir or madame.” What you’re really doing is trying to make them feel like THEY are the only customer you care about in the moment, even if intellectually both of you know that isn’t the case.
So you need to go deeper than just a warm greeting and use collateral like targeted postcard mailers to really give off the first impression that you care. Dive into all the data that your business has been generating and see what you can use to make your materials more specific to the person they’re actually speaking to. Use past purchasing behaviors and marketing analytics to tailor your direct mail marketing collateral and offers to your prospects. Make them feel like you’re every bit as invested in their success as they themselves are and, rest assured, they’re going to sit up and take notice.
At that point, you’ll have done more than just dramatically increase your response rate. You’ll have created the type of loyal customer that will proudly stand by your side well into the next five years and beyond.
If you still have any additional questions about how to drive response with personalized direct marketing collateral, or if you’re just eager to discuss the specifics of your own situation with someone in a bit more detail, please don’t hesitate to contact us today.
