1. LEARN ABOUT THE CUSTOMER
The best way to create personalized content for direct mail marketing is to find out as much information you can about the customers. The past shopping trends, demographics, interests, geographical location. All of this information will help you create segmented mailing lists and you can formulate customized content for the targeted audience.
2. OFFER COUPON INCENTIVES
A great way to make use of personalization is to give people coupon offers. The targeted mailing lists that you have obtained often includes information like the date of birth of the recipient. Capitalize on the available information to give them special deals and offers on their birthday. New Year is just round the corner and you may make personalized discounts on special products and services in the celebration season.
3. INCLUDE USEFUL INFORMATION
The personalization strategy doesn’t work unless the content is worthwhile. The recipient must be able to read the content and get the essence of the product or services. Your promo shouldn’t find its way to the trash bins. The best way to avoid this is by providing the business information, the product/service benefits and the differentiating factor quite clearly.
4. IMPECCABLE TIMING
Timing makes personalized content yield a higher response rate. Within advanced mailing list, you can time your direct mails. For instance, if you are targeting college students to enroll at your institution, you can send the direct mails just before their graduation. This will make the recipients feel valued. You can make the personalization content dynamic by offering multiple mediums for your recipients to react. Include scannable QR codes, URLs and toll-free numbers.
5. MAKE A STRAIGHTFORWARD PROPOSITION
Nowadays, people tend to have shorter attention spans. They do no not want to waste their time to flip over several pages of your catalogue or newsletter to find the real offer. Therefore, be straightforward. Mention your proposition on the forefront as an opening statement. Interested recipients will respond to your message if it resonates with their likes and interests.
6. CONNECT WITH RECIPIENTS ON SPECIAL EVENTS
In order to approach the customers at an emotional and sentimental level, you can personalize the content according to the upcoming special events. Organize holiday offers, offer special gifts, incentives for recommendations, celebrate your company’s anniversary and early bird discounts on the opening of a new franchise. These show how much you value your customers.
7. KEEP THE PURCHASE HISTORY IN MIND
By keeping the past procurements records of the customers, you can formulate a personalized content for direct mail marketing. This means that your targeted mailing lists must be highly functional and updated. For instance, if you are book dealer, and you know that your potential customer is interested in fantasy/sci-fi books, then send them direct mail offers related to their genre.