Why Personalization is the way to go in Direct Mail

A lot, it has to be said, has been said about customization in Marketing over the past few years. If you have been following developments within the arena, you will have heard that targeting your prospects at a much more personalized scale gives you a greater chance of turning them into leads and convesions? But, how true is this assertion and what, really, does personalization entail?

Ordinary Mass Marketing

For most of us in the Marketing field, the world is pretty much black and white, divided into segments that represent potential customers and sales. There is, in this picture, no room for the individual.

Personalization looks at people as individuals


Such otherwise individual traits as consumption preferences are truncated into averages which, by the way, is actually a good way of looking at the Market, all things considered. In the image above, the people are all faceless entities whose many individual traits cannot be identified.

Customized/ Personalized Marketing

We have already mentioned that the above approach is, in most instances, the ideal approach to Marketing. However, it is not the best. What really improves your chances of success is separating the people in the above image and treating them as individual entities.

Humans prefer to be treated as individuals

Human beings are hardly homogenous, although it can sometimes be convenient to think of them in this way. We have previously written an article in which we explain why personalized direct mail is much more effective. The simple truth of the matter is that human beings prefer to be treated as individuals and not as indistinguishable entities in a faceless assembly line.

Humans prefer to be seen as individuals

Customization and Marketing

If you are looking for examples of personalization, you only have to look at Email Marketing. Pretty much every marketing email that you receive these days addresses you by your first name.  There was, a few years ago, recognition that customized marketing materials have, by far, a greater chance of eliciting a positive response from the consumers.

Customization can be costly

The one major drawback to customization in marketing is cost. That is particularly the case when it comes to Direct Mail. With Digital Marketing, it can be easy enough to create a few lines of code that add a potential customer’s name, surname and other personal details to a particular message.

What’s more, adding the personal touch substantially increases your chances of success. In Email Marketing, as an example, your open rate increases by 26% percent if you have a personalized subject line.

However, Direct Mail, by its very nature, is a bit more complicated. Customizing, as an example, every letter that you sent out to your prospects substantially adds to the costs of running your campaign.

How is Customization Carried Out?

Customization in Marketing can take a wide range of forms;

  1. Addressing your Prospects by Name

In both Digital and Direct Mail Marketing, the first line of attack when it comes to customization usually involves addressing prospects by name. We have already taken note of this phenomenon. Pretty much every email that you receive these days addresses you by name. This can be a bit odd coming from such big organizations as Amazon and eBay, but the essence is the same.

You can also adopt this approach when it comes to Direct Mail. Customization, again, gives you the ability to connect with a potential customer at a much more personal level. This increases the chance that they will open your letters and, soon or later, reach out to you for more information.

  1. Personalized Offers

Another reason why customization tends to be much more successful than generic Marketing material is the fact that it allows you to give your prospects offers that are specifically tailor made to their needs.

In other words, if you have enough details about a prospect, you can actually send them an offer that will be hard to resist. This can be particularly useful in such fields and Real Estate, automotive sales and other high value transaction businesses where consumers would otherwise not be expected to make spur of the moment purchases.

A vintage car business is one in which customized Direct Mail can be useful

If, as an example, you run a vintage car garage, it makes sense for you to target large order collectors based on their previous purchase histories. Doing this is actually one of the instances in which customization can actually end up being cheaper.

If you know who you are targeting, it becomes easy for you to send out material that speaks directly to them. In other words, this removes the need for you to send out loads of material to a wide range of people, most of whom do not actually have an interest in your products.

  1. Don’t let customization become stalking

The one thing that you need to understand before embarking on a customized Marketing campaign is that you should guard against letting this strategy turn into stalking. Ask any marketing expert and you will be told that there is actually a very thin line between becoming a stalker and making an impact.

Remember what we mentioned about human beings needing to feel as if they are individuals and not cogs in a faceless machine? Well, there is such a thing as being too personal. In Email marketing, there is a high risk that you will be labeled a spammer should you pursue your prospect with more zeal than normal. In a way, this advise applies to all aspects of marketing; you should draw the line between trying to make a sale and becoming a pest.

Your Marketing Stuff

If you are still wondering about creating customized Marketing Materials that bring results, why not speak with us at Your Marketing Stuff. Here, we have everything that you need to create the following customized material;

  • Banners that speak directly to your prospects
  • Post Cards that people read
  • Brochures that close sales
  • Business Cards that people actually keep

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