In this day and age that the world has become a global village all thanks to digitalization, email and social media are the major tools of marketing. It is therefore very easy for a lot of people to overlook the advantages of using personalized direct mail to advertise their business.
This type of marketing is the use of physical mail items that are tailored to specific individuals or households. These items can include brochures, letters or postcards. One may wonder if anyone would appreciate such but the truth is that if executed well, personalized direct mail can be very effective in reaching and interacting with the desired subset of consumers.
In this article we will explore the basics of this marketing concept and how it can be beneficial to your marketing drive.
What is Personalized Direct Mail (PDM)?
As we mentioned briefly, PDM refers to the use of physical mail items like letters, brochures or postcards to solicit patronage from a target audience/market. These items are sent to individuals and households just as traditional mails but the difference is that while traditional mails are generic, personalized direct mails are customized.
So instead of just sending out generic messages to a wide audience, PDM takes into account the preferences, demographics and other important data of the recipient. The personalized data is used to create a specific message and engage with their target market.
Why Use Personalized Direct Mail?
You may be wondering why one should bother to use this type of marketing strategy? There are indeed many benefits to be gained from this practise and we will list and explain them below:-
It is Tangible and Memorable
Physical mail items are tangible unlike their digital counterparts that one can easily ignore or delete. This therefore means that the recipient will easily see the mail and is more likely to open it and remember the content for a long time.
It has Personal Touch
PDM allows you to address the recipient by name and talk to them directly. Using personalized content such as referring to their previous purchases or including customized offers create a sense of one on one interaction. This in turn creates a stronger connection and engagement with your audience.
It is a More Targeted Approach
With personalized direct mails, you can target specific households or individuals based on specific data. These data include purchase history, demographics and geographic locations. This targeted approach enhances the chances of your message resonating with the recipients and eliciting the desired response. Check out this site for more ways of carrying out targeted marketing: https://www.searchenginejournal.com/what-is-a-target-audience-and-how-do-you-find-it/467926/.
It can be Integrated with Digital Channels
PDM does not have to be used in isolation. You can seamlessly integrate it with your digital marketing drives. For example, you can include PURLs (personalized URLs) or QR codes in your mail items to direct recipients to online offers or specific landing page. This integration will create a multi-channel and cohesive marketing experience.
Components of Effective Personalized Direct Mail
The following are the elements of this type of mailing practise:-
Data and Segmentation
Accurate and up to date data is the bedrock of this practise. You have to put your recipients in specific groups based on predetermined criteria such as demographics or their purchasing pattern to create your targeted mailing lists. Your personalised messaging can only be effective based on the specificity and relevance of your segmentation.
Ensure that you invest in professionals to help you create mail pieces that are visually appealing. Also use high quality images, fonts and colors that aptly present the identity of your brand. Mail pieces that are well designed are more likely to catch the attention of your recipients and create a lasting impression.
Use the preference of individuals and their purchase history to tailor contents for each recipient and always address them by name. Also include recommendations, personalized offers or testimonials to enhance the personal touch.
Ensure that you always state the action that you want the recipient to take. These actions may be visiting a website or a store or making a purchase. Be assertive but polite and compelling in how you word the call to action. This will encourage the recipient to respond immediately. Click here for tips on how to write compelling CTAs (call to action).
Tracking and Analysis
Measure the effectiveness of your personalized direct mail campaigns by implementing tracking mechanisms like PURLs or unique promo codes. Also analyse the response and conversion rates so that you can refine your approach and improve future campaigns.
So far in this article, we have shown you how PDM gives you a powerful and unique means of connecting with specific audiences on a personal level. With it you can create engaging and impactful mail items by leveraging data, personalization and thoughtful design that will stand you out in the digital space.
So if you are thinking of engaging this marketing strategy, ensure that you pay attention to these tips and more to get the full benefits of it.