To keep costs down, mass mailing can sometimes be viewed as a one-size fits all approach. However there are some simple ways you can add a personal touch to your mass mailing campaign. Marketing messages always produce a better response when they are tailored to suit the audience in question, to speak to them directly and engage with their interests and desires. Direct mail is no exception, so here are a few ideas on how you can make it more personal.
Research Your Audience
The first stage in making a personal direct mail or mass mailing is to understand who you are mailing to. Research your audience in as much detail as possible and try to understand what makes them tick. If you can, you’re giving yourself an opportunity to present your product or service as an answer to their problems, which greatly increases the chance they’ll respond.
Plan Your Content
When planning a direct mail piece, consider breaking your customers up in to groups and tailoring content to that specific group. It might be a geographical group, interest or demographic categorisation, but use this information to say something different to them. You might print a different cover for each group or even a completely different direct mailer.
Get Personal with Print
Personalising a direct mail might be as simple as adding name or a short message to part of the piece. Consider leaving a blank panel that can be printed using an inkjet head after the main print run. This might include the recipient’s name or an exclusive code just for them. Inkjets are usually used for information that has to differ, such as the recipient’s address, but there’s no reason you can’t use them in a different way to personalise your piece. Make sure you find out full details on how the inkjet can be used before you plan the piece.
Add a Cover Letter
If it’s not possible to tailor your direct mail piece itself, why not add a cover letter? A simple letter might be easier to customise to different groups of customers and their needs. Use the recipient’s first name and they’ll feel like they are receiving a letter just for them, which is much more personal. It is natural to perceive a letter as a personal communication and a brochure or leaflet as advertising, so a letter can prove to be a very powerful tool. Tests using the same offer with one including a letter form found the letter version outperformed by 3-to-1.
Go Beyond the Norm
If you have the budget, resource and average order value to justify it you can even go above and beyond the simple tweaks by creating a completely personal direct mailer. A great example of a fully personal direct mail was created by Porsche, who actually parked a Porsche 911 in front of target customer’s homes, took a photograph and then included this on the prospect’s unique mailing. 32% of the recipients booked a test drive so the level of personalisation used certainly paid off!