What is Direct Mail & Personalisation?
Direct mail (also known as direct marketing) is a form or channel of marketing where printed products such as brochures, catalogues, leaflets, letters or postcards are sent by post to potential or existing customers/clients. Direct mail is suitable for business to consumers (B2C) or business to business (B2B) and is often used to introduce new products or services, issue discount vouchers, raise awareness or simply to assist lead generation.
With marketing budgets forever being squeezed it has never been so important to ensure high response rates and direct mail that is personalised can do just that.
Personalised products and direct mail can extend far beyond a person’s name and the greater your data is utilised, the more your customers feel they matter to you, appreciating communications that are more personal and relevant.
Speak to your customers personally by using their name and address, acknowledging their birthdays, refer to recent purchases made and exclude information not relevant to them. By doing so you can build relationships and foster greater loyalty.
Key Benefits of Direct Mail & Personalisation
Direct mail is a traditional form of marketing and although it has recently been supplemented and often overshadowed by email marketing and other online marketing channels, it still has its place for the following reasons:
Direct Mail is Targeted
Your message can be targeted to a specific group of people with similar attributes or profile, letting you communicate on a one-on-one basis.
Direct Mail is Personal
Direct Mail puts your message straight into the hands of your target audience whether at home or at work and can be personalised in many forms.
Direct Mail is Tangible
Whilst emails and adverts online, radio or television are easy to ignore, direct mail is tangible and is often kept for reference or passed on to others.
Direct Mail is Memorable
Research has revealed that the appearance of direct mail is more memorable and attention-grabbing than other forms of marketing.
Direct Mail is Measurable
If you enclose an item to return, like an order form a return envelope or issue a unique discount code then you can track the engagement rates easily.
Direct Mail is Trustworthy
Research has shown that consumers rate direct mail as the most trustworthiness and authoritative.
These benefits of direct mail are only enhanced further when coupled with personalisation. With research showing that 48% of consumers would open an item personally addressed to them, it is an opportunity not to be missed.
Personalised direct mail can help you:
- increase response rates;
- maximise return on investment; and
- reinforce brand awareness.
Direct Mail & Personalisation is suitable for:
- Start-up Businesses
- Event Managers
Popular Print applications for Direct Mail & Personalisation:
Tips and Resources:
Tip: With any form of marketing, a well-timed follow up is crucial.
Tip: ensure your data is up-to-date and targeted to guarantee your objective is reached.
Tip: Online and offline marketing compliment each other – so mix it up a little!