One of the easiest ways to increase conversions for your direct mail campaigns is by personalization. When you personalize your mailers, it increases the likelihood that they will get opened and read. Here are a few reasons you might want to take the time for personalization with your next campaign.
1. Clients Feel Special
When you personalize your mailers, it makes the recipient feel special. They know you sent the mail to them and not just random people. You may use their name in the opening of your mail or include their address, which shows you spent time to get this information. Saying Dear Sarah is a lot more meaningful than Dear Homeowner. Because you took the time to include that detail, they will feel a connection with you.
2. More Precise Messaging
Another reason to get personal is because it allows you to be more targeted in your approach. You collect data from your intended recipients, which you can use in your messaging. It shows that you know who they are and what they’re about, and it makes them more likely to listen to you. For example if you are mailing a probate list you might change the message to be more sympathetic to that circumstance rather than if you are mailing to any other list.
3. Personalization Adds Relevance
When you personalize a mailer, you increase the relevance of your message, which also improves the retention of the recipient. Someone is more likely to remember what you have to say if they feel it means something to them. For example, you can include their address in your message. Google street view will show a real image of their property on the mailer, which increases the personalization even more. When they see this image, the person is going to want to read what you have to say about the property even if it is just out of curiosity.
4. Improved Response Rate
When it comes down to it, you track the success of your mailers by how much response you receive. Personalizing them improves the rate that people reply to your call to action because they feel the mailer pertains to them individually. You not only include factual data that pertains to the person, but you alter your message to fit their unique personality. As a result, they will feel more connected and will turn to you when they need your services.
Adding the personal touch to your mailers can offer numerous benefits and help you achieve your goals. It only takes a little extra time to personalize your campaign, but it can make all the difference.
Let us help you make your mailers stand out and improve the conversion rate with personalization. Contact us at (978) 269-0245 or email us at [email protected] We Can’t wait to hear from you!