Creating a personalized direct mail campaign is not simply adding a name at the top of a generic message.  True, and powerful, personalization is creating unique messages suited for small segments of your target audience.  Mining your database and understanding the buying habits and preferences of your target audience will allow you to create and send personalized direct mail pieces to your core audience — increasing your response rate and, ultimately, your sales.

Personalization can minimizes your overhead costs by decrease the number of people you send your direct mail piece to.  Instead of sending out a generic message to your entire database hoping for the 1 to 2 percent response rate, you’re sending personalized pieces to a small and targeted portion of your audience.  By doing so, multiple studies have shown, that you can see an average of a 33 percent higher return on investment and an increase number of responses to your call to action.

Whether you are working with B2C or B2B customers, databases are important in the personalization process.  With B2C audiences, your database will inform you of their buying habits, preferences and overall likes and dislikes.  With B2B, your database will help you understand what your client’s main interests are and what they’re looking to get from your products or services, but it also offers the added benefit of understanding which person in the organization you are sending your piece to – be it the CEO or Marketing Manager — you can tailor your message accordingly.

Finally, remember the importance of having a two-way dialogue with your customer.  Be sure to offer a way for your consumer to communicate with you – be it an email address, phone number or even a pURL, make sure to have a communication outlet available to your audience.

Timothy Freeman
President
Print & Graphic Communications Association