Unlock the potential of Direct Mail campaigns with personalized content that resonates with your target audience.
In an era of everchanging marketing trends, there has always been one constant success; personalisation. Post-covid has left many individuals feeling disconnected, prompting a significant shift in the consumers behaviour in which 70% of consumers crave deeper, personal connections with brands. Regardless of the industry in which your company operates, personalisation stands as a paramount factor that punches above its weight.
However, mastering the art of customizing Direct Mail can appear to be tricky. If you’re interested in levelling-up your process and improving communications with consumers, here is how to elevate your Direct Mail with the element of personalisation.
Introducing personalisation into your Direct Mail campaigns amplifies your marketing efforts by providing an individual connection with consumers. The logic is simple; think about the friendly and welcoming feeling when a barista remembers your usual coffee and pastry order every time you visit your local café. Personalised Direct Mail has the same effect, making the consumer feel like they are being addressed directly. Whether it is the familiarity of a barista knowing your order, or the personalised content arriving through your mailbox, these personal touches play an important role in building strong consumer relationships.
Customising consumer mail goes beyond incorporating their name or basic personal details; it involves understanding their preferences. As Tom Puthiyamadam from PWC emphasized, “consumers expect highly personalised experiences tailored to their individual needs”. Understanding these preferences and including past interactions results in a more tailored and personalised experience. This personalised experience will encourage higher performance, as according to a McKinsey & Company study, “companies that grow faster drive 40% more of their revenue from personalisation than their slower counterparts”.
Requiring a few simple steps, this is an opportunity that should not be missed.
Amongst the variety of options to get creative with your mail, here are some proven suggestions that Stannp would recommend:
Whilst we may have downplayed the significance of including the consumers name on the Direct Mail piece, this remains a vital element to include. It is the easiest and most common method to personalise your Direct Mail, signifying to the consumer there is a specific reason they are receiving that piece of mail, setting it aside from generic mass-distributed flyers.
Include relevant products based on their purchase and search history, then send them an exclusive offer. This special promotion will convey to the consumer that your brand values them, thereby encouraging them to make a purchase.
Through integrating an interactive element into your Direct Mail piece and combining it with a special offer, you will increase the sense of engagement for the consumer. An example of how this could be done is including a hidden discount code under a scratch surface. Another option is a checkbox quiz, allowing you to gain insight into the consumers preferences regarding the products or services you provide.
Using demographic indicators allows you to tailor your message to the consumer, as each demographic will be more responsive to different forms of communication.
Another personalised incentive is the tactic of referral incentives. For instance, one of Stannp’s clients implemented a strategy where they posted personalised greeting cards to their new customers containing a QR code linked to a referral bonus incentive. Once the recipient scanned the QR code and referred a friend, the recipient could enjoy 25% discount on their next purchase. This campaign was highly effective, not only in increasing the returning customer rate but also in expanding their client base.
With the advancements in digital printing technologies, incorporating personalisation into Direct Mail has become an easy process. Get in touch with our team at Stannp to learn more about our Direct Mail services and discover how you can strengthen your brands connection with consumers in your next campaign.