Personalised Direct Mail Campaigns
Why Personalise Your Direct Mail Campaigns?
Personalising your direct mail campaigns can significantly increase the open rates of your mailings. Think about it: how likely are you to open a letter addressed to “Dear Homeowner” or “To the Occupier”? Not very, compared to a letter with your name on it. This is why personalised direct mail campaigns are so effective!
Beyond just getting your mailings opened, personalisation engages your audience and sparks interest in your products. By providing personalised content, you have a good chance of gaining both their loyalty and their business. Customers will feel that you understand them, which goes a long way in improving relationships and driving sales.
How To Personalise Your Direct Mail Campaigns?
The simplest way to personalise your direct mail campaigns is by addressing customers by their name. Simply putting a customer’s name on the envelope is the first step. As mentioned earlier, people are much more likely to open something if it’s personally addressed to them.
Personalised Product Recommendations
Use your existing customer and sales data to identify recent purchases and suggest complementary products. This method not only personalises your mailings but also drives additional business. If you know what a customer likes, they are more likely to buy similar products.
Personalised Offers
Entice customers with personalised offers. Send a voucher for their birthday or a free gift to loyal customers. These gestures build a loyal customer base through personalisation.
Exclude Irrelevant Content
Believe it or not, excluding irrelevant content is a form of personalisation. By eliminating unnecessary information, you make your content more readable and interesting. For instance, only sending new customer mailings to actual new customers will grab their attention, whereas sending it to everyone might annoy existing customers. Segmenting your mailing list will help with this.
The Importance of Envelopes in Direct Mail
Envelopes for direct mail purposes are crucial to your marketing strategy. Capturing people’s attention is the most important part of marketing. With the average attention span being just 8 seconds, you have a few precious moments to stand out. A customer will decide to either open your envelope, leave it aside, or (worst case) throw it away. We’ve all done this. Boring envelopes with dull colours often end up in the bin. To avoid this, you need high-quality, attention-grabbing envelopes to ensure your message reaches your ideal clientele.
A recent study revealed that 70% of consumers are more likely to open a personalised printed envelope compared to a generic one. Branded envelopes and packaging are 80% more likely to be opened by your target audience than regular envelopes.
Creating a Stand-Out Envelope Design
Your design can either incorporate vibrant elements or take a minimalist approach using your brand’s logo and colours. Over time, this will make your mail recognisable to customers. Designs that stand out includes graphics, or imagery that makes the envelope easy to spot in a heap of mail. Colours like blue, orange, and yellow have shown to be successful, while red is often associated with danger and is best avoided.
Personalisation and Compelling Copy
Personalised envelopes that include the name of a brand or customer are more enticing. This creates a sense of familiarity between you and your customer, leading to higher conversion and retention rates. Variable data and personalised print can be as simple as changing the recipient’s name in a mail merge. For more impact, use digital printing and full versioning to create variable data personalisation that includes both graphics and messages. Compelling copy is essential and works hand-in-hand with personalisation. Once your design catches the customer’s eye, great copy will draw them in.
The 3:33 Rule
When designing your envelope, remember the 3:3:3 rule:
3 seconds to catch the reader’s attention.
30 seconds to maintain interest.
3 minutes for the rest of the direct mail to be read.
By following these steps, you can achieve direct mail success, taking your business to the next level by attracting your ideal clients. Whether for business or personal correspondence, printed envelopes elevate your marketing strategy. There’s nothing quite like the touch, feel, and texture of a quality printed product to convey your message.
If you’d like to learn more about how we can help you turn your envelopes into a highly effective marketing tools, call us today on 01423 881158.