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Getting Personalization Right

Apr 15, 2013


 The Right Way to Personalize Your Direct Mail Campaign 


First, let's start with some basics: what is personalization. Perhaps you've heard terms like “variable data,” “dynamic data,” or “mail merge.” They all boil down to essentially the same thing: personalization. Whether you call it dynamic data or mail merge, you're talking about changing the text, graphics or images from piece to piece, all without slowing down the printing process. This kind of variable printing allows us to send the exact same letter to thousands of recipients, each with a personalized salutation (“Dear Mr. Smith” or “Dear Ms. Thompson”) or other personalized elements. With digital technology, you can send customized messages to thousands of people with virtually no added cost. 


Variable data is a powerful tool in Click2Mail's direct mail arsenal. It allows you, the sender, to more precisely target recipients, creating mail pieces that are unique to them, thus increasing your response rate. What might this look like in practice? Consider these examples: 


  • A restaurant purchases a mailing list of people in their area that they think could be likely customers; the list includes the recipients’ birthdays. Then, the restaurant sends personalized postcards (with “Happy Birthday [Name]” prominently printed on the front) inviting those people to come in and enjoy a free dessert. 


  • A furniture store mails personalized thank you postcards to customers who have recently made a purchase. After scanning a QR code on the postcard, recipients will be directed to the store's mobile website, where they can browse for other pieces of furniture they might be interested in buying. 


  • A museum sends letters to individuals whose membership has lapsed. Not only are the letters personally addressed, but they also make note of when the person's membership expired. 


  • A college's annual giving fund mails reply letters to alumni encouraging them to donate. In addition to the person's name, each letter mentions the person's undergraduate major. The artwork on each letter is tailored to different categories of major – people who studied science receive letters of people students working in a lab, for example, while letters sent to those who focused on the humanities feature students reading in the library. 


If you're looking for a simple, affordable way to boost a mailing's response rate, personalization is the way to go. Interested in learning more about how to use personalization in your direct mail campaigns? Register for our upcoming webinar on Thursday, April 25, from 3 to 3:30 p.m. 


Do you have questions about adding personalization to your direct mail campaign? Our customer support team is always happy to help you out so that you can create the most effective direct mail campaign for you. Drop us a line at .(JavaScript must be enabled to view this email address) or give us a call at 866-665-2787. We're here Mon-Fri, 9AM to 8PM Eastern Time, and we're always eager to answer your questions.