A powerful and personalised image can have a great impact on a customer

Image Personalisation in Direct Mail

In News by Alan Horton

We’ve talked about the importance of personalising your direct mail at length in the past, and it isn’t complicated science as to why personalisation is so successful. People are more likely to buy from you if they trust you and if they feel like you’re selling to them, rather than at them.

There are many ways that you can personalise your direct mail, including simple techniques such as addressing the customer by their name and including personalised product recommendations. One other way you can increase your ROI with direct mail is through image personalisation.

The power of images and the power of personalisation

Both images and personalisation are two powerful tools in their own right. Around 84% of customers have said that they would no longer buy from a brand that was unable to personalise offers based on their preferences and previous purchasing history. Furthermore, a vast 98% of customers believe that personalisation is very important.

Around 65% of the population learns visually. Using images is an ideal technique to stimulate the senses of visual learners and entice them to respond to their direct mail. When used together print personalisation techniques combined with the use of images is a powerful combination. To benefit future direct mail campaigns why not personalise your images?

How can you personalise images in direct mail?

You can personalise any images that you use in your direct mail in the same way that you personalise the content. Break it down using demographic factors such as:

  • Age – using age-appropriate images, segmenting mailing by age-group
  • Gender – using images, which are likely to appeal to the gender being mailed to
  • Interests – including images relative to their declared interests
  • Location – insertion of images based on postcode/location (a good example of this could be local store images)
  • Past campaigns – Responses to any previous campaigns you’ve run or data that you’ve gathered
  • Previous purchasing habits – include images of past purchases and related products/services

What might this mean for the images you use? It’s obvious that the majority of men are going to prefer certain things to women. People of a younger generation may not be able to relate to certain images, while images that relate to someone’s interests are much more likely to convert.

The use of variable data printing

What if you’re planning on running a direct mail campaign to appeal to multiple people from varying demographics? There’s an answer for that too, known as variable data printing.

As a technology, variable data printing is one of the most effective ways of enhancing the ROI of a direct mail campaign. It allows for the printing of multiple variations with direct mail, such as multiple images, content and colour, all within one batch of printing.

This means you can print the exact same amount of items as if you were printing a batch of the same direct mail, but to appeal to multiple customers, all while costing you the same in terms of both money and time. As a method variable data printing is very effective and is well-known for increasing ROI and response rates of direct mail campaigns.

Using bakergoodchild to help personalise your direct mail

Failing to personalise your direct mail is a sure-fire way to ensure that its chances of success will be dramatically decreased. If you need help with gathering the correct data for personalising your direct mail, or with the personalisation itself, please just reach out to us.

We are Birmingham-based but deliver UK-nationwide, we can be contacted on 0800 612 1972 and look forward to your call.

 

Image credit: Dino Reichmuth