Make It Personal Why Direct Mail Should Speak to Who You Are?

Receiving a beautifully wrapped gift is certainly highly appreciated and something that definitely won't make anyone feel indifferent, however, if underneath, the rest looks like every other gift that you received in the past, then it's not going to make any lasting impression.

On the flip side, when you receive a present that manages to accomplish a specific level of personalization you immediately feel much more special and the person who sent you this immediately looks thoughtful in your eyes.

And that’s exactly how your consumers feel about you when they receive personalized direct mail (or anything else, for that matter). If you’re still not convinced why personalization is so crucial, then maybe the facts below will open your eyes a bit.

There’s Not A Single Person Who Won’t Appreciate It!

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As stated in the beginning, a vast majority of customers love when they receive an item that comes from a company that they generally love and respect. When they notice that the direct mail you sent is personalized, they’ll instantly think highly of you because they’ll know that you put a lot of effort and time into creating this.

They’ll know that you do not perceive your consumers as nothing but “nobodies” who are only here to increase their profits. Instead, they’ll think that you, in fact, see them as human beings who have certain preferences and needs in terms of products and services.

Even though to some of you it may sound irrelevant, however, when a recipient sees their name on their direct mail, they will start feeling special and if they weren’t interested in your brand in the past, something like this will surely encourage them to get to know it better.

In a nutshell, you'll create a meaningful connection with your prospective clients with personalized direct mail, and, concurrently, increase the chances of receiving an amazing response from them.

Engagement Is Also Boosted!

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People, whether they want it or not, constantly receive all kinds of same-looking, bland emails, regular mails, and ads that literally suffocate their inboxes and mailboxes. And when these things are sent on a daily basis, important messages, such as your direct mail can easily get lost.

But this can change in an instant. For example, if you opt for Innovative direct mail designs, you’ll easily grab your customer’s attention. If you put time and dedication into these things, your recipients will be a lot more interested and engaged in everything that you have to say concerning your brand.

A person simply cannot be indifferent to these things, and that’s exactly what makes personalized direct mail campaigns so special. Consequently, if you think it’s high time to boost engagement, then it’s more than obvious what you’re supposed to do next.

You’ll Maximize Sales As Well!

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There are various goals and purposes of personalized direct mail campaigns, and one of them is to boost revenue, but that doesn’t mean that every campaign of this type will be able to accomplish this.

In order to make it happen, you first need to have the specific needs and demands of your target audience in mind. And that's not just an assumption, but a real fact. Namely, according to various reports that have been conducted on this subject, over eighty percent of people are no longer interested in a particular company if it doesn't consider their needs and purchase history.

This just goes to show how much they appreciate when you take them into account. That’s precisely why it’s pivotal to treat all your current and future customers uniquely. Only then they feel heard and understood, which will inevitably turn them into loyal customers, and, at the same time, increase your revenue. It’s practically a win-win situation!

In The Eyes Of Your Consumers, You’ll Become A Lot More Relevant!

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As concluded previously, most people consistently receive so much information (in both the digital and real world) that it can become extremely challenging to process all of it, and then, at some point, everything that's received suddenly becomes too overwhelming.

Just imagine how stressful it is for everybody to pay attention to all this data. They would rather focus on the things that actually pique their interest, which can easily occur when a person who receives direct mail sees their name on the envelope.

Then they’ll immediately be a lot more invested in what’s inside. Even if they conclude that what you have to offer, and say, in general, isn’t what they’re currently interested in, your business and everything that comes with it, will become a lot more relevant in their eyes.

You Will Improve Brand Loyalty

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Somewhere above, this guide reminded you that people love when they feel valued and appreciated and once they experience these feelings (because of your brand and the direct mail you sent) they will stay loyal to your brand.

When a personalized direct mail is sent, the recipient is not going to feel as if they are nothing but a number to them, but will even think that you want to strengthen the relationship you have with them.

That's particularly the situation when you send them personalized direct mail for their birthday or holiday. Therefore, if you're able to, you should reward your customers with some amazing deals or discounts for special days because then, they will not only feel a lot more valued, but you will foster meaningful relationships with them too! These are the things that build both loyalty and trust, making sure that you end up having a stable base of people who thoroughly love every single thing about your brand.

Different Ways You Can Personalize Direct Mail 

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There are a variety of different ways you can accomplish this, however, the ones that most marketers resort to, include the following:

• Custom images – Utilize pictures that align with the customer's lifestyle and needs
• Tailored offers – Make use of data insights to develop offers that will cater to the recipient’s needs
• Dynamic copy – Employ consumer’s unique pain points within your direct mail

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There are a bunch of different ways you can take your direct mail campaigns up a notch, however, as you can see, the one that will guarantee amazing results (and many other positive things) is precisely personalization.

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