Personalization is one of the main reasons why direct mail is so effective in generating great results. Your organization has the advantage of getting personal with direct mail marketing. People respond better when they believe you are communicating with them one-on-one. Today’s technology makes adding personalization to your mailings easier and more affordable than ever before.
But getting personal is more than just a technology. You need to develop messages that connect with your audience. When you know your target audience, you can design mailers that address issues that are important to that audience. Then you will see the real power of personalization.
Personalization Basics
Adding elements of personalization to your mailer is an important method for connecting with your audience in a meaningful way.
The first item that you should personalize is the outer envelope. Use your prospect’s name instead of using a generic greeting. Following that, you may want to personalize the letter itself. The more you know your audience, the easier it is for you to personalize each piece. Personalization includes custom text, charts, or graphics.
You can easily add whatever suits your audience’s needs and to the mail campaign with variable data printing (VDP).
The Importance of Personalized Graphics
Photos are what people notice first about your letter. Images are absorbed much quicker than text. Personalizing the image to match your demographics of the prospect can establish a better connection.
For example, a letter from a doctor’s office sent to a family with children could have a picture of parents with young kids. The same message sent to a husband and wife with no children could feature a photo of a couple. Another example is a travel agency interchanging photos of different international cities depending on the recipient’s travel interests.
Images Set the Mood
Visuals can set the mood and compel a person to open the piece and read the message. You want to use images that appeal to each recipient. Consider selecting images based on the prospect’s location to make content familiar and relevant to their everyday lives. You could customize images according to a person’s hobbies and preferences. For instance, a mail piece for a cat lover may have a photo of a cute kitten or a piece for a traveler could have an image of an airplane.
Match the Images to Your Message
Be sure to match the images in your direct mail message with the intended audience. For example, a veterinary clinic can send personalized appointment reminders based on the kind of pet the owner has. If the person is a dog owner, they should send a reminder with a picture of a dog.
There are also a variety of possibilities for localization. If you have a local office, you can include a map showing where they can find your building. A personalized map is an excellent way of showing your prospects just how convenient it is to reach your non-profit.
You can even get creative with how you present images. You may want to consider special graphics that use each recipient’s name. It’s a fun way of communicating with them, and more importantly, it captures their attention.
Create Targeted and Relevant Pieces for Each Recipient
It’s more important than ever to engage with prospects and members personally. Each direct mail piece can look as if it’s been expressly designed and printed for a single person. Mix and match images and messaging to make your direct mail more personal and relevant for each person. Doing so increases the number of measurable responses. You can test offers and design elements. The opportunities are endless in providing different offers based on targeted, personally relevant data.
Personalized Graphics with Valtim
Most marketers know that personalized direct mail helps increase response rates. With Valtim’s industry-leading systems and software, you can personalize any aspect of your direct mail piece with variable data printing services. Separate your custom direct mail postcards from the crowd with personalized images and text, helping to make your pieces eye-catching and relevant to your prospects and members.
With our tailored visuals and text with our VDP services, your direct mail is no longer advertising but a message to an individual.
