Personalization can go far beyond including the recipient’s name in the header. Using data to personalize the artwork in your mailers is a creative and effective marketing strategy. People crave personalization, and your return on investment will always be higher when you take the time to send focused materials. InfoTrends even found in their research that using personalization in printed materials improved ROI by an average of 50 percent.
Big data is intelligent data that can lead to smart marketing, especially when it comes to the artwork and design for mailpieces. Using big data correctly and efficiently can lead to a very successful marketing outcome and improved member experience.
There are various ways to cater to different groups of people. Looking at your big data, you can determine fundamental demographics like age, gender, language preference, and hobbies. Here are some ways to personalize artwork based on the data you have available.
An Older Audience
Sending mail to a 60-year-old is different than sending mail to a younger group. 60-year-old’s may struggle with reading smaller fonts. If they receive an item in the post with small font, they may be frustrated trying to read it and instead throw the piece away. To avoid this loss, you can opt to send mailers with larger, bolder fonts to the older demographic. The larger font will make your message easy to read, and it will help avoid frustration from older recipients. This level of personalization will make them value your message much more since they can read the content without any struggle.
Furthermore, nothing prohibits you from sharing the same message to your older and younger members. But by making slight adjustments to the physical message, you can reduce potential frustrations that could lower response rates.
As for different genders, you can use big data to pinpoint genders different, based on common preferences in advertising artwork styles. For example, you can include images of women for your female audience and men for your male audience in scenarios that allow audiences to better identify with the marketing material. You will notice a better ROI when personalizing materials in this manner because the receivers will relate more to the models in your artwork. Each group wants to feel represented and personalizing artwork in this manner can help represent different genders more effectively.
Big data can show you different family types for current and future members. You can narrow down newlyweds, college students, parents with a new child, and many more family types. Based on your marketing goals, you can target the correct audience and then provide artwork representative of their family dynamic. The more relatable your materials are, the more likely the receiver will feel a connection to your organization. For example, a young couple with a newborn will relate to images of a similar family, but a single college student may not have the same takeaway.
Big data can even focus on more specific likes and hobbies, including a member’s favorite sports team. Sports fan are very dedicated to their favorite teams, and your organization can personalize content based around their favorite team. For example, if their favorite team colors are blue and orange, you can opt to color-code their materials with blue and orange colors. You can use the same method if you are targeting a specific city or state. Depending on the popularity of a team in an area, you can choose to use the most well-known team’s colors to brighten the color palette of your mailers.
Big data allows you to highlight diverse groups. If you are sending materials to a community that speaks another language fluently like German or Spanish, you can send mailers in multiple languages. The same message printed in different languages will speak to consumers naturally and appeal to a broader audience.
Valtim and Data-Driven Artwork
Valtim can assist your organization with understanding big data and filtering which audience would be best for your marketing goals. Once your audience is selected, we can personalize your direct mail artwork to reflect the interests or needs of the receivers. Whether you need to use a larger font for a more mature crowd or use a specific image for a gender or family type, Valtim can help guide you to the artwork that will give you the best return on investment. The more focused your artwork is, the better your marketing outcome will be.