Investing in personalized mail services is a great way for your company to build a connection with your customers and clients because it makes them feel valued and appreciated. Doing so will also result in an increase in the response rate of your prospective clients, which in turn, boosts the number of leads your business attains and the overall sales.
The Personal Touch
One of the many reasons why direct mail is so great at generating results is its personalization. By sending personalized direct mail to all your recipients, your conversion rate will likely rise. Email may be much more innovative and interactive because of technology; however, it will never be as personal as physical mail. Personalization is very difficult to convey through an electronic medium of communication.
Also, recipients are more likely to pay attention to personalized mail because it makes them feel special. By feeling valued, customers, clients, and prospects are now more likely to engage with the mail pieces. Recipients will feel more inclined to respond to your mail because they think that you are communicating with them one-on-one and they feel valued because the company knows who they are. Even simply referring to your customers as “valued customer,” in the salutation of a letter can impact your reach significantly.
How to Get Personal
Adding personal elements to direct mail isn’t a hard process, all it requires is room for customization. To personalize a piece of direct mail, you just need to take all of the information you currently have on your customers and insert it into the mailing. Don’t rely so much on technology, because personalization is much more than a product of the innovations of technology. Just remember that your ultimate goal should be to create messages that connect with your audience.
Focusing on the Target
Unlike emails which can easily be blocked by spam filters for attempting to hack your identity to spread a virus, direct mail is a safe means of distribution. By utilizing personalized mail, you can better shape your message to reach each individual recipient. In doing so, you can shift the focus off your company and place it on your client or prospective customer.
At the end of the day, unless you personalize your direct mailing, you cannot be certain that it is going to stand out among other nonpersonal ads that consumers are already overwhelmed by. The truth of the matter is that marketers will continue to utilize direct mail for the years to come because it still has a high Return on Investment (ROI).
Let Mail-O-Matic help you with your personalized direct mail marketing campaign. As a Canada Post Smartmail Expert Partner, we have the industry knowledge and experience to ensure that your campaign is the best it possibly can be.
