Why Personalization is the Key Ingredient of Direct Mail
Personalization isn’t a new tactic – but it’s a key ingredient for many marketing strategies. For years, companies have been using it to grab the attention of current and prospective customers, whether that’s by phone, over email, through text, or on a piece of direct mail. Although we’ve been using it for a while now, personalization has really expanded over the years. With more data, research, and tracking, personalization has evolved into more than just a first and last name. Using a variety of customer data and knowledge can not only help companies acquire customers, but strengthen their relationships with existing ones.
Like we said before, personalization is key, and if you’re not personalizing your direct mail and other marketing materials – you’re definitely missing out on potential customers and continuous sales. 92% of millennials have had a purchasing decision influenced by direct mail, so make it impactful. Not convinced personalization is a key factor? Here are just a few reasons personal(ization) pizza mail is so enticing (YUM!):
Everyone loves a little attention, and personalization delivers just that. It’s one of the easiest ways to make customers feel seen and special. Think about that feeling you get when you meet someone new and introduce yourself, to hear them say your name once or twice before leaving the conversation. Without actually saying it, they’re telling you that meeting you, and remembering you, is important to them. Using a person’s name, especially when you first meet, can make them feel a stronger sense of liking and importance – and the same can be said for direct mail. “Names are the sweetest and most important sound in any language.”
Using personalization can help you stay on top of your target audience demographics, behaviors, wants, needs, and more. Even better, the response you get from this personalization can help you further understand your audience and get a stronger sense of their preferences and actions.
The average human attention span is eight seconds, so it’s always best to use something, whether it’s color, imagery, or content, to catch the customer’s eye – right away. Not only does hearing or seeing their name make the customer feel seen and special, it makes them give someone, or something, a second look. Seeing their name on direct mail is like hearing it called out in a large crowd. The customer’s unlikely to ignore it. Personalization can cut through the usual noise and information-overload of marketing to help customers focus and make quicker decisions. Direct mail already “involves more emotional processing than other channels, which is important for memory and brand associations,” so it gives customers even more reason to give it a second look.