Direct mail is having a moment, and its mostly due to data-driven personalization. Direct mail never went away, it just hasn’t been as prominent during the digital evolution boom.
Direct mail is as effective as ever, in fact, a recent study found that 74% of marketers believe direct mail delivers the best ROI when compared to other channels. And 58% of marketers have more marketing budget allocated to direct mail in 2023 than they did in 2022. The beauty of any direct mail campaign is the ability to personalize your marketing message and content directly to your audience.
“The ability to give consumers a personalized experience across channels, fueled by data and insight, opens up a whole host of opportunities for us,” said Nike CEO and President John Donahue. “It positions us to empower consumers with their own choice while keeping the scalability and strengths in digital marketing, product creation, distribution, and more, which results from knowing them so well.”
Personalized messages can improve customer acquisition in direct mail in a number of ways.
Increased response rates: Studies have shown that even simple personalization, such as including a recipient's name on a direct mail piece, can increase response rates by up to 135%. This is because personalization shows that the sender has taken the time to learn about the recipient and their interests, which makes the message more relevant and persuasive.
Improved brand perception: When recipients receive personalized direct mail, they are more likely to have a positive perception of the brand. This is because personalization shows that the brand cares about them as an individual, which makes them feel valued and appreciated.
Increased sales: Personalized direct mail can also lead to increased sales. This is because personalized messages are more likely to resonate with recipients and convince them to take action, such as making a purchase.
Here are some tips for using personalized messages in direct mail:
Use the recipient's name: This is the most basic form of personalization, but it can be very effective.
Use demographic information: This can include things like age, gender, income, and interests.
Use purchase history: This can help you tailor your message to the recipient's specific needs and interests.
Make it relevant: The message should be relevant to the recipient's life and interests.
Keep it brief: People are busy, so keep your message short and to the point.
Make it visually appealing: The design of the direct mail piece should be eye-catching and engaging.
Still need help? Xcelerant has the experience you need to launch an effective direct mail campaign, leveraging personalization and other tried and true methods to get the ROI you need. Call Xcelerant today and see how we can help propel your business.