There’s no doubt about it, when it comes to marketing, personalisation is key to increasing conversions and ramping up your response rates. Great direct mail campaigns require the seamless integration of data and design, so that when your campaign collateral lands on their doorstep or in their inbox, they instantly recognise a relationship between you.
Data capture is obviously the first step; the more details you can collate on your database, the easier it is to personalise your marketing materials and have a direct conversation with your audience. A recent report by the DMA reveals that 74% of people questioned agreed that using the correct name and address has a positive impact on engagement – but while using the recipient’s name is a fantastic first step, you need to be clever if you want your maximise the effectiveness of your campaign.
Through our extensive expertise in delivering direct mail campaigns that get tangible results, we’ve learned that personalisation means much more than just a name. By building a personal profile based on each recipient’s consumer preferences and purchasing habits, you can develop targeted materials that speak to them on a one-to-one basis.
First of all, the content has to be right – repeat their name in the body of the text, not just in the greeting, and use other details, such as location or a reference to their last purchase so they feel you’ve genuinely invested in them as an individual. Then you need to think aesthetically – using colours and images that will appeal and show you understand them.
Designing campaigns to suit individuals sounds like an expensive approach, but actually, with the right input at the outset, an experienced direct mail team (like us!) can develop targeted campaigns that are both eye-catching and cost-effective.
Our in-house variable digital printing facilities allow us to make each piece of direct mail bespoke and relevant, without increasing your production costs – but in the age of technology, hard copy isn’t the only option. Our personalised campaigns can be rolled-out across mail, mobile and digital platforms, enabling brands to reach out according to yet another preference: engaging with prospects through their preferred delivery method too.
Gecko’s direct mail services include the provision of totally flexible creative templates, which our clients can access through a password-protected portal. Covering all marketing channels, these templates ensure brand compliance, while also offering multiple personalisation elements so that your message is on-point every time. This seamless, low-hassle process keeps you well connected to your customers, building brand loyalty and increasing your ROI.
So whether you personalise by name, past transactions, location, relatable images, gender, marital status, age or interests, or a combination of these techniques, just remember that the personal touch goes a long way – and can be easy with the right professional support – get in touch to see how we could help you!