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Personalization is an important component of direct mail
In addition to using address verification to ensure people receive marketing communications, there are many considerations that go into designing an effective direct mail campaign.
Direct mail is still a relevant marketing medium because it stands out and commands attention. Consumers are bombarded through other channels, but many companies have lessened their direct mail volumes, which means businesses that still use mail can attract more attention. However, direct mail is most effective when marketers optimize each aspect of the piece, according to Entrepreneur Magazine. Like many other marketing mediums, companies only have a limited amount of space to impress potential customers.
The copy needs to communicate the benefits of the offer to clients. Every potential customer will wonder what advantage they can gain from buying the product as they read the mail piece. Marketers need to consider what benefits will most appeal to their audience. To make the campaign effective, direct mail needs to include a strong call to action. The best direct mail CTAs cause consumers to act immediately. If recipients put the postcard down, they may forget about it. Not only should the CTA tell customers what the next step is, it should also provide a clear instruction on how to do it. For example, marketers can include a toll-free number.
Personalization is key for an effective direct mail campaign
In marketing as a whole, there has been an overarching trend toward personalization in the last few years. Consumers are less tolerant of content that doesn't directly relate to their interests. In the past, blanket offers that were sent to a large group of customers were very common, but marketers are gradually shifting away from this method, Direct Marketing News reported. In fact, personalization has become the top priority for direct mail marketers with 99 percent reporting it was a short-term goal.
While direct mail has the ability to stand out compared to other marketing channels, personalization is key to ensure recipients engage with the piece. This tactic helps companies create more compelling mail pieces, leading more consumers to follow the CTA. However, one of the primary challenges of implementing personalization is building a unified portrait of customer preferences. In addition to creating relevant mail, direct marketers need to make sure they have the right technology in place so their campaigns reach the intended recipients. Address correction can prevent database errors.
