The sweetest most important sound
Imagine you’re walking down the street and you hear someone say, “hey, how are you?” You might turn around and acknowledge this person, but more than likely not. Consequently, if you heard that person say “hey <your name >, how are you?” You might feel a bit of excitement as you turn around and acknowledge them. Why? Dale Carnegie, author of the book How to win friends & influence people, states, “Remember that a person’s name is, to that person, the sweetest and most important sound in any language.”
That’s a pretty impactful statement about how we feel about our own name –but can’t we all agree that it’s true? Tricia Drevets from Value Walks states that when you remember someone’s name, “it shows your interest in and respect for that individual.” And in business, knowing someone’s name determines “how that person feels about and your brand.”
We understand why using someone’s name in communication is so important, but how does that relate to print communications? It actually works quite the same. Studies show that by simply personalizing their mail pieces, businesses have received a high response rate and in turn, have increased your ROI. According to a News Release by Melissa Data, “highly personalized color direct mail was found to typically generate a 6.5 percent response rate – which is over three times higher than the usual 2.0 percent response rate that occurs as the result of non-personalized direct mail.”
And in another study by Cap Ventures illustrates that “more than 69 percent of consumers preferred highly personalized direct mail over non-personalized offers.” By simply connecting with their customers on a personal level, a company’s direct mail campaign has a greater chance of receiving a higher response rate.
Personalized communications are the way to go. There are several elements that not only help businesses reach out to their customer’s by their name, but also by their demographics. Some of these elements include:
- Variable messages, recipient name or salutation on your print piece
- Customized graphics by gender, age, or interest
- Unique offers and codes that appeal to a specific target
- Location or contact number according to the recipient’s geographic whereabouts
A business can show that they know their audience by personalizing their print piece. Next time you meet with your print partner, ask them about personalized print communications.