How to Personalize Mailers to Increase Engagement

The arrival of the internet may have seen marketing channels transition to digital platforms such as social media and email marketing, however, this does not mean the age of direct mailing is over.

As highlighted by recent statistics, direct mail is still considered a powerful marketing tool for building trust and brand recognition. In 2023, the global direct mail advertising market reached nearly $58.5 million and is expected to grow to $64.7 million in 2028.

In a digitally-heavy world where consumers are often saturated with messaging, direct mail offers a powerful means of communication that many businesses choose not to overlook. In this article, we will delve deeper into ways to personalize mailers to boost engagement and stand out from the crowd.

Draw on Data

By drawing on various data sources, businesses can send targeted mailers that speak to their customers’ unique needs, interests and pain points. This includes data on past purchases, customer feedback, website interactions and demographics.

With this information, businesses can create data-driven direct mailing campaigns that enable them to engage with their customers on a more relevant and personal level. For example, a business can send a personalized discount to a customer who regularly buys a particular product or has recently viewed it on their website.

Use Variable Data Printing

The advent of variable data printing (VDP) enables businesses to customize their direct mail campaigns to make them more relevant for their customers. Rather than sending generic mailers, VDP allows for the personalization of various elements such as tailored messaging, product recommendations and exclusive discounts to lift engagement and increase the effectiveness of a business’ direct mail campaign.

Include a Personalized URL

The objective of most direct mail campaigns is to a customer to make a purchase on their website. This can be achieved by including a personalized URL into the copy which not only makes the customer feel special but also increases the likelihood of them visiting their site.

This is especially so if the URL incorporates their name such as ‘businessname.com/annesmith’.  The inclusion of the customer’s name in a web address is likely to pique their curiosity as it takes them to a personalized landing page, making it a powerful addition to a direct mail campaign.

Add a Personal Touch

In a world where digital communication is king, the personal touch can go a long way. According to recent figures by Experian, 88% of marketers saw measurable improvements as a result of personalization, with more than half reporting a greater than 10% increase in revenue as a result of adopting personalization into their strategies.

Personalization can be as simple as addressing a customer by their first name, using a handwritten font or using scratch-offs to add a fun and interactive appeal to revealing promotional codes and discounts. As it arrives directly to a customer’s mailbox, direct mail is well-suited to incorporating the personal touch as its real form and hand delivery can create a unique experience that sets it apart from the rest of the tech noise.

By implementing the guidance above, businesses can significantly increase customer engagement, boosting the effectiveness of their direct mail campaigns.