Proven Methods of Personalising a Direct Mail Campaign

Proven Methods of Personalising a Direct Mail Campaign

In News by Mohammed

There are many ways for organisations to personalise a direct mail campaign. We have summarised a number of these into this latest blog article.

Personal information

Personalising by the inclusion of personal information is the most obvious frequently used example of personalisation:

  • Gender – Personalise the mailshot by gender where there is likely to be a difference in gender response
  • Name and address – At the simplest level personalise the mailshot to show that it is not a mass mailing and that as a business you have awareness of the customer’s name and address details. This is the most simplistic form of personalisation
  • Personalised offers and promotions

    Bespoke offers and promotions can be made through knowledge of the customer and their behavioural patterns:

  • Include offers (e.g. discounts or coupon codes), which are personalised to the customer’s interests or past purchases
  • Upsell and cross sell – Where past transactional sales data is available (e.g. in an Ecommerce system), try to:
    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
  • Customer Segmentation

    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.