How to Personalise Direct Mail: 3 Effective Methods
You can personalise your direct mail in many different ways, and the three most effective methods are using personal information, sending personalised offers and promotions, and segmenting your customer database. Personalisation shows customers that your mailing was created for them rather than sent to everyone, which lifts response rates and builds brand loyalty. Here are the approaches we think work best, narrowed down from all the options available.
| Personalisation Method | How It Works |
|---|---|
| 1. Personal information | Tailor the mailing using the recipient’s name, address and gender |
| 2. Personalised offers and promotions | Match vouchers, upsells and cross-sells to past purchases and interests |
| 3. Customer segmentation | Split your database by type, behaviour or location and personalise per segment |
1. Personalise With Personal Information
The first method is using personal information within your direct mail itself:
- Name and address – This is the simplest form of personalisation. Addressing the recipient by name shows awareness of who they are and signals that this is not just a piece of mass mail.
- Gender – If there is likely to be a difference in gender response to your mailshot, tailor your direct mail to appeal to men and women individually.
2. Personalise With Offers and Promotions
The second method uses knowledge of your customer and their purchasing patterns to target them directly:
- Include a personalised offer – Add discount vouchers or coupon codes that relate to the customer and are personalised to their interests or past purchases.
- Upsell and cross-sell – Offer and promote upgrades and add-ons to the customer’s previous purchases, and promote related products and services alongside them.
3. Personalise by Segmenting Your Customers
Segmenting your customer database will greatly help you deliver a personalised direct mail campaign. Refine how you segment your data so you can personalise based on the segmented information – for example, business-to-business customers should be treated differently from business-to-consumer customers. You can segment by behavioural patterns such as purchasing history, or by where customers live, and doing this promotes and develops brand loyalty because every segment receives mail that feels relevant to them.
Personalising Direct Mail: Frequently Asked Questions
What is personalised direct mail?
Personalised direct mail uses what you know about each recipient – their name, address, gender, interests, purchase history or customer segment – to tailor the mailing so it speaks to them individually rather than to a mass audience.
What is the simplest way to personalise direct mail?
Using the recipient’s name and address. It is the easiest form of personalisation and immediately signals that the mailing is not just mass mail.
How do personalised offers work in direct mail?
You include discount vouchers or coupon codes matched to the customer’s interests or past purchases, and promote upgrades, add-ons and related products based on what they have bought before.
Why should I segment my mailing database?
Segmenting – by B2B versus B2C, by purchasing behaviour, or by location – lets you personalise each mailing to its audience, which makes your mail more relevant and develops brand loyalty.
Who can help me send a personalised direct mail campaign?
For more information on our direct mail services or bulk postage rates from The Direct Mail Company, get in contact today at sales@thedirectmailcompany.co.uk, call 0333 038 3797, or follow us on Facebook.
