Personalising a direct mail campaign or mailshot is absolutely crucial to the success of that piece. Regardless of whether you are trying to win new business and new customers, trying to get customers back or simply keep a relationship going, personalisation needs to be at the heart of everything that you do. This includes transactional mail, and we have explained how this helps with personalisation below.
The importance of personalisation
Personalisation is the key to the success of any campaign. 98% of customers believe that personalisation is important, and while this is perhaps most crucial when you are attempting to sell a product or win a new customer, you can’t simply let this aspect slide once you’ve won the customer over.
To keep a customer retained and happy, they need to “feel special” throughout the process. This doesn’t require grand or extravagant gestures; it can be as simple as addressing any mail using their name directly.
It seems simple, but you’ll be amazed how many companies address things as “Dear customer”. This makes people feel like a statistic rather than a person. There’s a reason ‘personalised’ contains the word ‘person’!
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Personalised transactional mail
Transactional mail is a simple and effective way to deliver a personalised touch to your customers. Transactional mail is mail that is sent in order to verify or complete a purchase, and transactional mail that is sent for reasons such as:
- Verifying that a customer has completed a purchase
- Thanking a customer for a recent order
- Notification of an account password change
- Changes to any agreements or terms of service
These pieces of mail are simple, don’t require huge costs in terms of research or data, and yet remain one of the easiest ways that you can deliver a personal touch to your customers. They aren’t used for obvious forms of marketing, but you can still use them to market in subtle ways.
You can personalise transactional mail in a few simple ways:
- Address the customer by their name directly
- Thank them for their business or loyalty
- Provide them with offers or discounts tailored to their recent purchases
- Asking them for feedback on any recent interactions that they have made
Many businesses focus on winning business, but fall down when it comes to aftercare. Things are much different now, with the level of connectivity that customers can have with businesses through social media.
Customers want to feel like they have a relationship with a business, rather than a simple “buyer and seller” connection. The importance of aftercare in business can’t be overstated, and personalised transactional mail is a brilliant way to help do this.
Let bakergoodchild help with your transactional mail personalisation
bakergoodchild has been a mailing house since 1995, so we know what a campaign needs to make it successful. We know every personalisation technique in the tool book, and would be more than happy to help you with your transactional mail personalisation. Simply give us a call here.
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