There are many ways for organisations to personalise a direct mail campaign. We have summarised a number of these into this latest blog article.
Personalising by the inclusion of personal information is the most obvious frequently used example of personalisation:
Personalised offers and promotions
Bespoke offers and promotions can be made through knowledge of the customer and their behavioural patterns:
Upsell – The promotion of upgrades and add-ons for past purchases
Cross sell – The promotion of a related product or service to a past purchase
Segmenting the database will help in delivering a personalised campaign. Practice data segmentation so as to be able to personalise based on their segmented information, e.g. treat B2B customers differently to B2C. Segmentation could be by behavioural patterns or perhaps the city they live in and is an ideal approach for developing brand loyalty.