With marketing budgets constantly being squeezed, it is now more important than ever to achieve a high response rate from your direct mail campaigns. One way you can ensure this is through the power of personalisation.
Why personalise your direct mail campaigns?
Personalising your direct mail will increase the likeliness of people actually opening your mailings. Think about it – you are much more likely to open a letter that is actually addressed to you than one that says ‘Dear Homeowner’ or “To the Occupier” or something to that effect.
However, personalising your direct mail won’t just get your mailings opened; it’ll engage your prospects and help to get them interested in your products.
By addressing customers by their names and providing personalised content, you stand a good chance of gaining their custom as well as their loyalty. Customers will feel like you actually know them, which will go a long way in improving your relationship with them.
Different ways you can personalise your direct mail campaigns
Addressing the customer by their name – The easiest way to personalise your direct mail campaigns is to go down your mailing list and include the names of each prospect on your mailings. As we said before, people are much more likely to open something if it’s personally addressed to them.
Include personalised product recommendations – Another great way to personalise your direct mail is to include personalised product recommendations. Use your existing customer and sales data to check customers’ most recent purchases and find products to compliment them.
Provide personalised offers – Entice customers to buy your products or services with attractive offers. If their birthday is coming up, why not send them a voucher? If someone has been a loyal customer for a while, why not send him or her a free gift? There are plenty of things you can do to generate customer loyalty through personalisation.
Exclude irrelevant content – A final way you can personalise your direct mailings is by eliminating unnecessary and irrelevant content. For example, only sending new customer mailings to people who are actually new customers. Segmenting your mailing list will assist you in this form of personalisation.
The power of personalisation in your direct mail campaigns is undeniable. It will make customers feel like they matter to you, so they will appreciate your communications so much more.
For more information on how to personalise your direct mail, get in touch with Baker Goodchild today.
Image Credit: Howard Lake