Direct mail marketing has stood the test of time because of its ability to deliver targeted messaging and garner significant ROI.
From Aaron Montgomery Ward’s single-sheet catalogs in 1872 to the latest innovations in interactive mail, direct marketing captures prospects’ attention like no other medium.
Recipients greet mail with excitement, anticipation, and their undivided attention—a ritual dubbed the “Mail Moment” by the U.S. Postal Service. Personalizing pieces makes this even more special. Here’s a useful breakdown of several key advantages and techniques of personalized mail to remember for your marketing campaigns—including its undeniable power at the mailbox, countless opportunities to make prospects feel valued, and impact on revenue.
Does Personalization Really Make a Difference?
It’s an old adage that for consumers to open your mail, the messaging needs to matter. Personalizing mail pieces helps ensure it speaks directly to individual recipient’s needs and preferences.
Whether adding an embossed name or text to a vibrant postcard, or sending a follow-up gift after a donation, personalization demonstrates extra thoughtfulness and care.
According to the “Next in Personalization 2021 Report” from global management consulting firm McKinsey & Company, customers “don’t just want personalization, they demand it.” More than three-quarters (76%) of consumers get “frustrated” when companies don’t personalize, and organizations that excel in this area garner 40% more revenue than others.
Taking the extra care to personalize campaigns not only makes an impression now, but into the future.
The overwhelming majority of customers (76%) are more likely to purchase from brands that personalize, and an even higher percentage are likely to repeat purchases (78%) and refer a friend (78%).
With the power of the latest cutting-edge technology, there has never been a better time to seize the power of personalization.
Ways to Personalize Your Next Campaign
While one might think the personalizing process slows productivity and drives up costs, today’s cutting-edge technology enables you to personalize your next campaign without breaking the production cycle—or the bank.
Variable Data Printing
State-of-the-art variable data printing (VDP) technology customizes various design aspects of your campaigns at speed, without sacrificing efficiency.
Whether inputting names on glossy graphics or adding region-specific text, this laser-focused personalization tool empowers you to create dynamic pieces without breaking printing deadlines.
Its state-of-the-art software pulls copy, text, graphics, and more from a database so you can personalize details such as location, purchase history, gender, and so on during the printing process. This level of specificity enables you to craft eye-catching pieces that are highly relevant to your prospects’ unique needs, desires, and preferences.
Amid the constant influx of organizations vying for consumer attention, VDP empowers you to beat the battle at the mailbox with unprecedentedly tailored marketing messaging.
While marketers might have to pay slightly higher production costs, the productive and memorable capabilities of VDP make it a prudent investment opportunity for any business.
With data protection top of mind nowadays due to the high prevalence of breaches and thefts of customer information, you should also be considerate of people’s privacy concerns.
Be thoughtful. For instance, if a prospect makes a donation or purchase, send a follow-up gift or thank you note. If they subscribe to an email list, perhaps mail product samples with an eye-catching, descriptive card.
By personalizing your marketing based on the user’s experience and interests, you can make a lasting impact.
Innovative advances in near field communication (NFC), folds and 3-D structures, and augmented reality (AR) empower marketers to connect with—and wow—prospects like never before.
Scented, textured, or even edible pieces captivate customer senses with unprecedented novelties they will remember and perhaps, even display in their homes.
From Germany-based tea company Hälssen & Lyon’s drinkable tea calendars in 2013, to Coca-Cola Zero’s 3-D paper amplifiers promoting the ‘Rock in Rio’ music festival, interactive mail adds an unforgettable layer of personalization to your next campaign.
Leverage the Latest in Digital Printing
Establishing a deeper connection with consumers is made possible thanks to cutting-edge print tech, such as the HP PageWide Web Press T250 HD.
Packed with updates to HP Brilliant Inks and Color Vision, this high-production inkjet boasts the highest-caliber print quality and color capacity on the market.
HP High Definition Nozzle Architecture (HDNA) technology enables you to see color, shadow, and smooth skin tones like never before, and aqueous post-coating technology protects your designs with sleek finishes that coat as quickly as the press.
Its expanded press configuration supports 40-250 gsm and up to 10 pt, and revolutionizes productivity at 500 fpm in performance mode and 250 fpm in quality mode.
The so-called “any-paper” press empowers you to seamlessly print on offset coated, offset uncoated, and inkjet-treated paper, so you can streamline efficiencies, and save time and money.
A Partnership in Personalized Direct Mail
Making an impression on today’s customers requires a blend of innovation and seasoned expertise.
To command attention at the mailbox, marketers should not only explore the latest personalization capabilities, but consider partnering with an industry-leading one-stop shop with decades of experience and expertise.
In working with industry-leading direct mail company Design Distributors, marketers leverage not only decades of experience in direct mail, but the latest inkjet technology, such as the T250 HD.
Where seasoned expertise meets an investment in state-of-the-art innovations, Design Distributors is committed to helping you harness the power of personalization to take your next campaign to new heights.