How good does it make you feel when you receive a piece of intelligently designed and quality printed direct mail with your name on it? Pretty good eh?
Receiving communication that is personally addressed to us has a huge impact on how we feel about the company sending the mail. They have taken time and trouble to discover my interests, job role, the car I drive, the foods I like or beer I favour, the books I buy and my sporting interests. They then talk to my personally. They use my name – and they spell it correctly. We think this makes you feel ten feet tall, so why wouldn’t you want to be associated with such a professional company?
Turn that on its head and think about the junk and inappropriate mail you also receive, on subjects that don’t interest you, are not relevant, it’s mass mailing, and they can’t even get your name and address right. No wonder you have such a bad impression of them. Would you give them your hard-earned cash or otherwise do business with them? Probably not.
So, how do your customers react when they receive communication from you? Is it personal, does it reflect their needs or provide solutions, is it precisely targeted or is it just blah, blah, blah?
Personalised direct mail is such powerful stuff, and the big retail brands are totally on top of this one. They realise that their customers are growing weary of digital communication and it’s just not proving a good return on investment. The savvy retailers are returning to good old-fashioned printed items BUT with a big difference. This type of direct mail is highly personalised, referencing past purchases, suggestions for similar items, money-off voucher with your name printed big or just simply keeping in touch in a different way. There’s a saying that people’s inboxes are full, and their in-trays are empty, and this has undoubtedly contributed to the return of direct mail in both B2B and B2C sectors.
The return to direct mail is a ‘kick-back’ on the digital world with people wanting to ‘see’ and ‘touch’ and the more creative designers and marketers embrace these new exciting finishing techniques, coupled with a high degree of personalisation, the more emotive the experience becomes.
Before you press SEND on your next e-blast, think about how it could be so much better. Talk to us about how we can use variable data and variable image data to improve your next mailing campaign and take it to the next level.
Is it personal? You bet it is. Start to unleash the power of personal communication today.