As technology continues to advance, consumers are becoming accustomed to a higher caliber of advertising. Specifically, they no longer have patience for being treated as just another faceless prospect; instead, they want to be treated—and targeted—as individuals. According to recent survey data from Marketo, “63 percent of respondents said that they are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic advertising messages repeatedly.” One way to combat this problem with traditional advertising? Adding personalization to your messaging with variable data printing.
Here are 3 examples of how your business might include personalization in direct mail campaigns using data you probably already have:
The customer’s name
What’s in a name? A lot of marketing potential! Yet, many businesses take a pass on including their target customer’s name within direct mail. This is a missed opportunity to grab customers’ attention, especially since including variable data like customers’ names can be easy as long as you’re partnered with the right printer (Us, for example!). By including your target customer’s name, you’re making it clear that the information you’ve included is relevant to that individual and he or she should pay attention.
The customer’s birthday
One of the most common personalization tactics among marketers is reaching out to customers on their birthdays. This makes sense for certain businesses more than others, but it’s a great way to stay on a customer’s radar in a way that feels genuine and delightful. Whether you want to include a special birthday-related deal or a complimentary gift, there are several clever ways to employ this personalization play to drive conversions.
The customer’s past purchases
Another approach to employ in personalizing your direct mail is including information about your target customers’ buying history. You’ve probably been collecting this data anyway, It might even be part of the reason you’re reaching out to these customers again! So it’s only logical to use this information to craft the messaging itself. For example, you can include exactly how much money a customer has already saved by using your services or products as a way to highlight why your company is the cost-effective option. Another way you can leverage a customer’s purchase history is to provide relevant recommendations based on it. For example:
“Considering you purchased X, we think you might be interested in learning more about Y.”
This not only shows your target customer options that feel personally relevant, but it also shows that you’re making an effort to provide a thoughtful and tailored experience.
Ready to add personalization to your next direct mail campaign? Contact us today!