Thinking about personalizing your next direct mail campaign but don’t know where to start? Here are a few ways to simplify the process.
1 – Divide the mailing into broader customer segments, or “buckets.” In the B2C market, this might be by geographic region (manufacturers of roofing materials will market differently in hurricane-prone regions than they will in snow-heavy ones, for example), while in the B2B market, it might be by industry vertical. Create messaging that speaks broadly to each customer “bucket.”
2 – Personalize by name. Even if you don’t personalize in any other way, speak to recipients by name. Did you know that 56% of consumers are more likely to buy from a retailer that recognizes them this way1?
3 – Identify two or three other pieces of data that would help to refine your messaging. This doesn’t have to be an overwhelming endeavor. Unless you are a financial services or insurance company that might have hundreds or thousands of iterations of each communication, the average marketer only needs a few pieces of data to make a difference.
For example, if you are a B2B marketer and you’re already segmenting by industry vertical, just knowing the size of the recipient’s company and the recipient’s job title might be enough to create highly relevant messaging. The facilities manager at a private school with 800 students will need to be spoken to differently than the IT director at a public school with 3,000 students—and it only takes two extra variable fields to do it.
4 – Clean it up. Before creating a personalized direct mail campaign, make sure your mailing data has been updated and cleansed, which means that any duplication has been removed and it has been run through address updating and correction services. There is no sense sending multiple mailings to the same household or business (unless you are intentionally saturating) or mailing to defunct addresses. This is a simple, inexpensive way to maximize your mailing investment.
5 – Test and refine your message. Do you know which variables are the most successful at increasing the effectiveness of your message? In a B2C mailing, is it more effective to segment by gender or age? How about household income? Does it matter if you swap out images based on the demographics of each recipient? The only way to know for sure is to A/B test.
None of this has to be difficult. Our experts are here to help you sort, cleanse and update your data.
In addition, our EarthColor Alchemy™ workflow makes it even easier by providing online templates to help you create and segment your direct mailings. You can fully personalize every piece with both text and images, and your job will be printed and in the mail within two to five days, depending on the template you choose. Because EarthColor Alchemy™ templates are market-tested, they are highly effective and require no preflighting or hard copy proofing. Plus, our online workflow is so efficient that your costs will rival those of longer run offset, even for personalized versions. This frees you up to market more frequently, in smaller batches, and do market testing without blowing the budget.
To learn how to personalize your direct mail easily, contact us today.