A direct mail marketing campaign is not only affordable but also an effective way to reach customers. However, the biggest challenge with this strategy is that you only have a few seconds to make an impression on a potential customer. You can overcome this hurdle by personalizing your campaign. And while having data is important, you do not need much. A customer’s name and address will do. Here are some ideas that can help.
Research Your Target Audience
Researching your target audience is one of the ways to become more customer-centric and less product-led. It allows you to identify customer needs, expectations, and problems. That means even when you are sending direct mail, you understand the needs of your customers and are offering potential solutions to those problems.
Include the Customer’s Name
It is such a simple thing to do yet very effective. When you include a customer’s name, the piece feels more personal. It can easily incentivize a person to view. Instead of saying ‘Hello customer,’ consider ‘Hello John.’ With the name added, customers will feel the mail was purposely sent to them rather than hundreds of customers.
Personalize Your Mail Piece
Personalized mail marketing is not just about the content but the mail piece as well. For instance, do not do what everyone else is doing. Consider a laminated mailer that not only enhances the look of your mail piece but captures the attention of the customer.
Use Location Imagery
This idea is in terms of the geographical location of the recipient. Use a landmark on that mail if possible. It should be something that a person from that area can recognize, such as a museum, lake, or mountain. It brings some familiarity to the piece.
These four personalization strategies have been proven to be effective in swaying customers to take a closer look at your direct mail. Incorporate them into your next strategy, and you might just see some improvements.