Personalisation is Essential

Why Personalisation is Essential in Direct Mail Campaigns

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One of this year’s biggest direct mail trends is personalisation but what does it mean and how is it beneficial? Read on to find out!

What is personalisation?

Contrary to popular beliefs personalisation is far more than simply addressing a piece of direct mail to a prospect’s name instead of using the generic ‘To the Homeowner.’ Personalisation is all about tailoring direct mail to meet the needs of a particular prospect. By cleverly using data analytics and segment knowledge, marketers can craft personalised pieces of direct mail that generate a better response from consumers.

Improve relationship with consumers

One of the reasons why we encouraging brands to personalise their direct mail is that it can help to improve relationships with their customers. Addressing them by name and including content that is relevant to their likes and interests is a great way to show customers you know and value them. The more valued they feel, the better impression they will have of your brand and the more likely they are to buy your products.

Make your campaign look more professional

Personalising your direct mail can also make your brand appear more professional. Customers will appreciate the effort you have put into tailoring your direct mail to their needs and will see your company as forward thinking and innovative. Making a good impression on your customers through personalisation will also help to increase brand loyalty and give you an edge over your competitors.

Help improve response rates

Last but not least, personalising your direct mail campaigns can help to generate a higher return on investment. Including personalised product recommendations and unique offers is a great way to encourage customers to make that all-important call to action. By making the effort to meet their needs through your direct mail campaigns, customers will be more likely to process your message and take action.


With so many benefits, there’s really no reason not to start personalising your direct mail in 2015 and if you’re looking to improve your direct mail campaigns with personalisation, we can help!

Our mail personalisation service is designed to help businesses get the most out of their direct mail campaigns. Whether you require simple personalised mailing address labels or fully personalised mailings, we will tailor our services to meet your needs!

Baker Goodchild is expert at personalisation of print, mail & post services projects. Call us on 0800 612 1972 with your questions relating to personalisation and the print / direct mail industry.

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