Personalized mail strategies for your direct mail marketing campaigns.

According to the USPS, the marketing mail volume for 2018 was 77.3 billion. But how does direct mail marketing thrive when the world is in the digital era? The power of personalized mail to reach specific target groups accurately makes direct mail an indispensable tool for savvy marketers.

Digital marketing channels, such as email, have comparable potential. However, their ease of execution opens room for Tom, Dick, and Harry to bombard consumers with annoying ads. As a result, many recipients mark unsolicited mail as spam. Personalized mail, on the other hand, gives the customer an urge to read.
Unfortunately, many companies lack the knack to customize mailers to specific prospects. With the current technology, you can personalize your marketing pieces to increase their open and response rates. Below are five smart ways to do this.

1. Images

Imagine a situation where a prospect opens their mailbox and finds a ton of mail, one of which is yours. Unless your piece is eye-catching, the recipient may not take the time to read it.
Nothing piques the curiosity of a reader than unique mailers, which you can quickly develop using graphic design. With professional digital printing services, you can add a visual appeal to your marketing prints to grab your target’s attention and compel them to respond.

For instance, you can print the image of a flashy car if your prospect is an automobile aficionado. Pictures of the products you think the recipient would be interested in buying can also do.
A more creative technique is shaped printing. Companies that provide custom printing services for marketers use die-cuts to create distinctive copies that can’t go unnoticed. Instead of sending the usual square mail, develop a uniquely shaped postcard that will stand out in the mailbox.

2. Variable Data

Your content or offers will only make sense if it’s relevant to the audience. For this reason, it’s essential to understand your market to target various consumers with appropriate messages.
In this regard, customer data is vital. Evaluate how your clients interact with your business and, if possible, find more information about their lives. Does the customer own a home, a family, or a car, for example?

Armed with your findings, target your prospects with ads that can potentially solve a problem or improve their lifestyles. For instance, a roofing marketing pro can approach a potential client with a roof replacement bargain based on the age of their house.

Variable data allows you to create personalized mail based on factors like preferences, shopping patterns, and so forth. You maximize your conversions by prompting potential customers to take action at the opportune time.

3. Names

You’ve probably been to a restaurant where the waiter addressed you by your name. How did you feel? Appreciated, right? Your customers feel the same way when they find out that you know them.

Use their name not only on the address space but also throughout your copy, while writing in a conversational tone. It will make them feel special, and they’ll want to do business with you.

4. Location

To succeed in customized mail marketing, get familiar with the neighborhoods of your targets. Establish yourself as a member of the community and market yourself to new prospects as you service the existing clients. If you can refer them to happy customers within their home areas, they’ll have confidence in your brand. Additionally, you won’t waste resources advertising beyond your bounds if you know the limits of your market.

5. Gender

In some cases, men and women differ in the perception of the same product. Similarly, some goods and services are exclusively for a given gender. These are vital considerations when preparing customized mail. Adjust your content to strike a balance between male and female consumers.

The Takeaway

Personalized mail is an ideal tool for enhancing your direct mail marketing efforts. It shows your appreciation for your customers and fuels response rates by giving appropriate offers. An experienced direct mail company can customize your pieces with shaped printing and utilize mailing lists to reach your prospects.

To boost your conversions with personalized mail, contact ThinkShapes Mail today.