Creating an attractive piece of direct mail is all very well and good but will it really engage with your customers and persuade them to take action? If it’s not personalised, the answer’s likely to be no. Find out the benefits of mail personalisation, how to do it and how it can improve your ROI by viewing Baker Goodchild’s latest infographic. http://www.bakergoodchild.co.uk/infographics/details/33/improve-your-roi-with-direct-mail-personalisation

1. bakergoodchild.co.uk
Sources:
http://postalnews.com/postalnewsblog/2012/09/18/the-effectiveness-of-highly-Personalised-direct-mail/
http://www.marketingprofs.com/articles/2014/24084/print-marketing-will-thrive-in-2014-and-beyond
http://www.dma.org.uk/
http://www.marketingweek.com/2013/12/17/the-marketing-trends-for-2014-part-one/
http://www.ricoh.co.uk/about-ricoh/news/2015/mail-matters.aspx
Colour
The sensitive use of colours will
increase response rates, this
varies by genre and
genders/ages will respond
differently to colours used
Multi-dimensions
Different sizes of enclosures will
pique the interest of recipients
and are likely to increase
conversions
3D Printing
Use of 3D printing to provide
various enclosures (e.g.
miniature version of a sofa)
bakergoodchild.co.uk
STATS ABOUT PERSONALISATION
HOW PERSONALISATION INCREASES ROI
PERSONALISATION PROCESS
OTHER WAYS TO INCREASE RESPONSE RATES
In this infographic we discuss how ROI can be
increased in direct mail projects through the
use of personalisation techniques.
Here are some statistics to support that
personalisation is important in Direct Mail.
Although not strictly personalisation, the following
are other techniques to increase response rates:
68%
revealed image
personalisation would
enhance direct mail
campaigns
Increased sales Using
knowledge of
past purchases
Use of PURLs Reduced costs
& less wastage
Profit
Undoubtedly increasing
profit is a major reason
for personalisation
within direct mail
projects:
FELT PERSONALISATION
IS VERY IMPORTANT
Reduced waste
Through customers
responding more due
to the personalisation
of the mailshot to their
preferences
Vegetable ink
Companies can use
vegetable based inks
for a lower carbon
footprint
Recycled stock
Recycling can be
stated on the direct
mail and could
increase response rates
Tree planting
Materials can be
bought from sources
which automatically
plant new trees
Green
There is a definite
green / environmental
benefit from
personalisation of
direct mail:
Data accuracy
Customers will
appreciate correctly
addressed
information
Thanks
Customers will
appreciate
acknowledgement
and thanks for past
purchases
Promotions
Being mailed with
the latest offers is
likely to be
appreciated
Tailored content
Personalised content
will increase the
customer’s view of
the company
Customer
Satisfaction
There is an intangible
ROI of increased customer
satisfaction in areas
such as:
Personalised print
media has a more
powerful presence
than a Personalised
email, because the
audience can
recognise that it takes
more effort to
customise print media
than digital
56%
of consumers say they would
be more inclined to use a
retailer if it offered a good
personalised experience
Direct Mail campaigns with a highly personalised element
can expect an ROI increase of between 300% - 1000% i.e. 3x
to 10x more)
Personalised
Personalised=
6.5% response rate
Not personalised=
2% response rate
Non
personalised
Make sure the data is correct, e.g.
address, title, customers name,
purchase history, etc
Treat B2B different to B2C customers
Behavioural personalisation targeting - Use
loyalty card scheme info if available and
Abandonment of shopping cart information.
Demographic personalisation targeting - use
different language in different parts of country
(e.g. cob, bap or roll). Use different mailshot based
on demographics of postcode and/or recipient
income info (if available).
Target based on recency of last purchase -
Example a customer who has bought in past 3
months may be segmented differently to
customer buying in last 12 months or one buying
12 months+.
Clean Data
Segment
customers
Use technologies such as:
Personalised URL (PURL) – a personalised URL
relating to the campaign, e.g.
www.personalisedurl.com/sharonstevens
Augmented Reality – inclusion of images which
when clicked on by a mobile device / tablet etc.
extra web based information can be provided,
this is a true integration of digital and print
technologies
Clickable paper – is a Ricoh developed
technology, which works in the same way as
augmented reality and allows users extra
information when they click on the areas of the
paper with clickable content
Google Analytics (or other tracking software) –
To monitor the success of a campaign where
customers are steered to web URLs e.g. PURLs
Test and Tweak:
Personalisation can be tested in small batches
until the optimal degree of personalisation is
perfected. The idea being to mail to a small
sample, monitor results through tracking and
then repeat to most effective personalisation
sub-groups mailed to
Give Customers a Preferred
Communication Method:
Give customer choice of print, landing page,
telephone number, e-mail address, social media
channels
Include call to action:
For example coupon/voucher, opportunity
to donate (non-profit), limited time offer
to buy/renew, clearly state any expiry dates
(subscriptions, membership, insurance
premium) etc.
Embrace
Technology
Overall give consumers the impression you
are communicating directly with them and
nobody else -
Include customer name in letter - Mr/Mrs
Jones - rather than Dear Sir/Madam
Include customer name on outer envelope
Purchase/donation history information -
Include info about past purchases or donations
for a charity
Tailor by gender - Personalise the offer to the
right sex, e.g. men’s shirt to men, ladies bra to
women, etc.
Cater to any previously stated preferences /
interests, e.g. a Travel company might segment
by cruises, beach holidays, all inclusive or safari
holidays, etc.
Handwritten signature - Although a luxury,
customers love to see effort. A handwritten
signature for each mailshot is an option. Even
for 10,000+ sized mailshots people could be
hired to do this
Include PURL - a personalised URL which
when clicked will personalise the view to
customers preferences and also indicate to
Company that there has been a response
Deliver a truly
personalised
experience