Personalizing Your Direct Mail In Order to Increase Response
In today's tight economy, advertisers and non profit fundraisers have to be even more creative in their direct mail campaigns in order to increase response. They have to come up with ways to increase the likelihood that their targeted audience will not only open, but respond to your mail. The use of personalization in direct mail is on the rise and many times will boost response in your campaign.
Many personalization strategies are easy to do and are not extreme enough to be portrayed as overly personal. For example, simply using a stamp, rather than a permit or a meter, can give the audience the feeling that you spent time on the mail because you care about them. You want to know enough about your customer so that you can show that what you are really concerned with is helping them, and not with boasting about all of your capabilities.
Another simple way to personalize your direct mail is to use a hand written signature. Readers want to feel that you are writing to them as one person, and not to one of many. Signing your letters by hand gives the reader the impression that you wanted this particular message to go to them on this particular day for a specific reason. There are also ways to make your letter look as if each one is hand signed, using special printing techniques.
When using personalization in direct mail, it is important not to overdo it. You do not want to scare the reader off by implying that you know everything about them. Although it is imperative to create a personal touch, you do not want to create the feeling that it is obviously not personal because of the overdone personalization techniques.
Here at BlueGrass Mailing, we are eager to help personalize your direct mail. Utilizing new technology, we can personalize both the letter and the outer envelope. These new opportunities will allow your direct mail to be more personal in order to boost response.