In the past, we have talked about the importance of creating relevant, personalized messages to send to your target audience.  The benefits of personalization are numerous — from increased consumer engagement to a higher return on your investments to stronger customer relationships – personalization makes your target audience feel valued and ultimately helps your brand’s message stand out from your competition.

Furthermore, a study from Vertis Communications showed that 46 percent of adults reported they have responded to direct mailings in the past and would in the future if the right message was delivered. Additionally, personalized direct mail can see, on average, a 33% increase in response rates over general, unpersonalized communication.

Through Variable Data Printing and managing and maintaining an up-to-date database, mailings can be highly targeted and highly personalized.  Furthermore, with the combination of personalized messages and new technologies such as QR codes and personalized URLs, direct mail is continuing to show it has an irreplaceable and extremely valuable place in the marketing world.

Use Databases. Maintaining your customer (and potential customer) databases are essential to creating direct mail (and email) marketing messages that are personalized and relevant.  By being able to segment and pinpoint the exact audience you feel would be most interested in your offer, you’re able to reduce costs and increase ROI at the same time.

Secondly, make sure there is an easy way to respond. Whether it be a traditional reply card, a call-to-action to visit your website or even by using a QR code or pURL, it is important your recipients have a way to respond easily and quickly.

Our final tip?  Be Concise. People are busier and busier with every passing second.  So, when your direct mail piece arrives in their hands, it’s very important to get to the point — and get there quickly.  This is also where QR codes, pURLS and web addresses included on your direct mailing can help.  Using cross media allows you to keep copy short on the printed piece and gives the recipient the option to receive more detail through the QR code, pURL or web address.

Timothy Freeman

President

Print & Graphic Communications Association