Posted: May 8, 2018   •   Posted in: Marketing Tips


Improve your success with direct mail personalisation

As we found in our blog Direct Mail: Why your customers are keen to hear from you, direct mail is experiencing something of a resurgence. A more personal method of marketing than email, direct mail is believable and makes your customer feel valued.

To really increase the effectiveness of your marketing, personalising the message can increase trust and conversions.

This is shown in the stats below:

  • By printing in full colour and adding a person’s name the response rate can be increased by up to 135% (Canon Solutions America).
  • When asked what innovations would enhance the use of advertising mail, 98% said better personalisation and 68% image personalisation (DMA).
  • Targeting customers on a 1:1 level increases response rates up to 50% or more (Data & Marketing Association).

As advancements in technology have made email and social channels the go-to mediums for marketing managers, they’ve also made personalisation of direct mail simpler than ever. More than just adding someone’s name, offers can now be tailored to them based on their previous behaviour, or information conveyed depending on their interests.


How can I personalise my direct mail marketing?

Get the basics right – Having the right name makes a big difference. Addressing a customer by name creates a friendly, conversational tone, which resonates with your audience on a personal level. Personalising offers to the wrong target audience or getting something like their gender wrong can really put off a prospective customer.

Data sets – Based on previous interactions you probably know quite a bit of data about your customers. Prior sales information or interactions on social media can give an insight into your customer’s needs and interests. By using this information, you can provide them with personalised offers or relevant information. Think of Tesco delivering specific offers to Clubcard holders. You can also send reminders at a time when your customers are likely to buy again, such as when a product is due to run out. A coupon for money off can encourage a repeat buy.

pURL – Before making a purchase, 90% of people visit a company’s website first. By creating a personalised URL for your customer to go to, and then directing them there through effective calls to action, you can increase conversions. Set up with a dedicated landing page for the offer or product you are promoting will reiterate the offer and provide relevant information that can cement a sale.

According to a 2015 report by the Direct Marketing Association, driving traffic online is the primary goal of marketers. 75% measured a mailer’s success by the amount of traffic driven to a specific URL. Using this method also allows you to quantify results during your evaluation period (a specific coupon code may also be used for this purpose).


Even Millenials appreciate personalised promotional letters

Even millennials appreciate direct mail. According to research by USPS Mail Moments, 84% of millennials take the time to look through their mail, with 77% paying attention to direct mail advertising. Often thought of as a digital generation, these stats may be surprising.

As they receive less and less mail, that which they do receive becomes more pertinent. Even exciting. By personalising mail to this demographic, the results can be impressive.


Kall Kwik Bury St Edmunds can help with your direct mail in Suffolk

Send details about offers or products tailored to your intended audience. Your direct mail will be much more targeted and give you a much better ROI. As we’ve shown you can target your customers in a number of ways. Previous purchases, age and social demographics can all influence how you reach out to them.

Kall Kwik Bury St Edmunds have been designing and printing direct mail for many years. With the technology to incorporate variable data into your campaigns, we are able to personalise your printing to maximise results. To see how we can help, give us a call on 01284 752266 or email sales@kkbse.co.uk.


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