From our own years of experience, personal direct mail pieces are the absolute best way to go.
Perhaps you have already invested (or are considering investing) in direct mail pieces, but recognize the irony in the fact that as a consumer, you have thrown out many a direct mail piece simply because it flat out did not interest you. When we consider why that is, the number one reason we throw out mail is because it feels generic – everything about it screamed ‘junk mail’. Why? It didn’t pertain to you in particular.
Yet this does not make direct mail obsolete. It just means that we all need to examine ways to make it better. If you prefer hard evidence, this case study from Xerox absolutely backs that up.
How can you make a more personal direct mail piece?
Here are our top five ways to personalize a piece so that when it arrives in your customers’ mailbox, they are far more likely to open it.
- Use their first name. It is an interesting phenomenon: as soon as we see our name on something, we pause and zoom in a little. Whether it is an email subject line or a piece of physical mail, seeing our names called out from the crowd stops us in our tracks. This is a great way to make an impressive personal direct mail piece.
- Leverage existing data. Sending out a general mailer to everyone can, in some cases, actually hurt business, because they begin to associate your business with junk mail, and their minds go on autopilot when they receive anything from you. A great way to create personal direct mail is to use existing information you have about that person to customize their experience. Can you mention an inquiry they recently made, or follow-up on a purchase they completed? Anything to show you are paying attention can help build a relationship with that person.
- Consider purchase history. Similar to #2, paying attention to purchase history not only helps you create a more personal direct mail piece, but also allows you to leverage possible sale opportunities that might otherwise slip between the cracks. Consider advertising complementary pieces or an upgrade to what they have previously purchased, taking into consideration the time lapse and product usage associated with that particular product.
- Send a reminder. Did a customer show interest in product, only to not close the sale? There is so much going on in the average person’s life that sometimes all they need is for you to bring it back on their radar. Follow-up on sales that have not closed (allowing for an appropriate amount of time to pass).
- Location-based. Consider what others in proximity to that customer are purchasing, and what might be relevant to them. In some cases, it can even help to callout that neighbors or friends have invested in your product. (An old “keeping-up-with-the-Joneses” trick.)
Real estate agents have found that sending direct mail pieces that show what nearby homes have sold for often initiates a response.
Personal direct mail pieces come down to personalizing in any way that you can, by using the information that you do know about that person to make their experience feel customized to them.
Still have a question about direct mail, or aren’t quite sure how to personalize your piece? Don’t worry, you’ve come to the right place. Feel free to drop us a note or give us a call directly at 702.617.9000. We’re always here to help!