Personalisation is the key to a successful marketing campaign

It has become a necessity to personalise the ways you communicate with your customers


Personalisation increases response rates

Why personalise your marketing campaigns?

Personalising your marketing campaigns increases customer engagement and smart companies have realised that to stand out from their competitors they need to offer the customer a personalised experience. Including relevant content that is related to the consumer’s likes and interests is one of the best ways to show your customers that you value them and value their business.

Personalisation can be applied through print and packaging, websites and email campaigns and can be delivered in a physical format such as direct mail, as well as online. The advantages of personalising your marketing campaigns include customer loyalty, increased brand awareness and increased sales.

According to Hubspot people prefer and often crave personalised experiences. Personalisation allows the recipient to feel as though their interests, preferences and previous experiences have been taken into account. Often people prefer personalisation because it means that the item has been specifically tailored to them, they feel like they are more in control.

Getting a personalised message into your customer's hands

Personalising your direct mail campaign ensures that you will heighten the recipient’s interest. Direct mail is a powerful piece of marketing that guarantees you at the very least, a few seconds of the recipient’s attention. According to Royal Mail, direct mail is responsible for driving 44% of traffic to a brand’s website. Another research piece conducted by Royal Mail claims that 57% of people feel valued after receiving a piece of direct mail from a company.

Millward Brown created a case study using neuroscience to prove that physical advertisements are much more effective at generating action than virtual or online messages. The research suggested that far greater emotional processing is facilitated through physical materials compared to virtual. Canada Post also created a more recent white paper on the effectiveness of direct mail based on neuroscience. The whitepaper compared digital advertising to direct mail and concluded that direct mail proved the most effective advertising medium. The study found that direct mail is far more memorable than digital advertisements and that direct mail is much more likely to drive behaviour.


How to personalise your direct mail campaign

Personalisation in direct mail is technically as simple as including the receivers name on the mailing on the envelope as opposed to using 'The Occupier,' but to ensure you add value you must take personalisation much further. The direct mail piece must be tailored to meet the needs of the recipient. By concentrating on data analytics to learn about the consumer’s past actions and experiences you then have the ability to create a deeply personalised direct mail piece with tailored content for the recipient, that delivers results. Using a personalised URL (PURL) on the direct mail piece allows you to direct the customer to even more personalised online content and it allows you to track which customers opened, read and interacted with your direct mail piece.

High response rates indicate success and without personalisation response rates are unlikely to improve. Consumers now expect a high level of personalisation, marketers need to use data insights to create attention grabbing, relevant headlines, individualised to every single consumer.  The more personalised and targeted your direct mail campaign the stronger the chance of a prospect turning into a customer.

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