Personalization pays its way with greater ROI

multiple women who are unhappy and one woman is happyPersonalization has a huge impact on your Return On Investment, or ROI. In order to get the most bang for your marketing bucks, it’s important to understand where the industry is headed. People now EXPECT to get personalized mail. They are no longer happy to get something with their name on it. They need to see something relevant to what their wants and needs. This is an incredible opportunity to surprise and delight your potential clients. A recent study by InfoTrends* about this very topic should shed some light on the current market. They published their findings from a 2015 consumer study on one on one, or personalized marketing. Their target was the average consumer family. InfoTrends asked them four simple questions . . .

1. What makes you open direct mail?
Opening direct mail correlated with the relevance of the specific content. Consumers were more likely to open direct mail pieces with product/service offerings that interested them or those with information that reflected their needs and interests.
While that seems like a given, it’s not that easy. Right now there are two main ways to get this information, collect it when someone purchases from you, or buy it from a data compiler. Either way, the investment in your time or the investment in a quality list with detailed buying habits, will be more than worth it when it comes to your direct mail.

2. What types of personalization have you noticed?
The top responses included coupons for recently purchased items, promotional offers based on products they owned or websites they visited, and the use of images that reflected their interests.
It is critical to put yourself and your business in a position to collect the information when it becomes available. You can rely on statistics but it will only get you part way to a higher direct mail response rate.

3. Did personalization make you more likely to open the direct mail piece?
Personalization had a significant impact on the likelihood of opening a direct mail piece. Over 84% of consumers reported that customization made them a little or much more likely to open direct mail, while only 12% stated that customization did not make a difference.
This is important. When you deliver personalized information, it takes many forms. It could be an image, a paragraph of text, colors that are used; it all helps to connect to your customers.

4. How frequently do you receive highly customized direct mail?
When consumers were asked how frequently they received highly customized direct mail, their responses identified a missing link in today’s marketing personalization. Only about 27% of respondents were receiving direct mail that was highly customized to make the material more interesting to them.
There could be three main reasons for that.
One, the personalization was so subtle that it wasn’t noticed.
Two: “dear <insert first name here> How is the <insert last name here> family doing?” Everyone does that on direct mail. This helps, but it is now expected. You will have to go above and beyond this.
Three, personalization isn’t being done at all.

Conclusion
Consumers want to be engaged with information that is relevant to them. When it comes to delivering customized communications, we see many businesses challenged in terms of technology, time, and resources. This creates an opportunity for you to improve your bottom line with unsurpassed Return On Your Marketing Investment, or ROI.

*InfoTrends is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. They provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses.

Published by

Brad Weston

Brad has over 35 years of print and marketing communications experience. In his older years he is still a bit of a “smart-ass” but is working on being less obnoxious. He thrives on being an alchemist, seeing things of value when others do not.