Direct Mail Personalization: How to Do It

Setting up a variable data printing project is easy, and we are here to help. Follow these seven simple steps:

  • Lead with data: Think beyond basic demographic data and get to know your best customers’ personality types, daily challenges, preferences and beliefs. Determine which data can be best personalized.
  • Set Goals and KPIs: What are you truly trying to accomplish – while sales are important, they shouldn’t be the only goals you set. Why not try to boost sales of a specific product or service, or add customers to your subscriber list?
  • Develop Customer Personas: Take the time to really understand who your customers are, and what characteristics inform their decision making. It’s as simple as categorizing the types of people are your current and potential customers.
  • Create Content: Using the data you’ve collected and the personas you’ve created, craft tailored messaging based on targeted offers, promotions or recommendations.
  • Design Template: Create layouts that have placeholders for images, copy, color palettes, etc.  Simply use the header title from your database as the placeholder. You can insert variable text into a paragraph, and it can be in any font, size, or color. Use an empty box on your design as a placeholder for variable images. Provide a column in your database labeled “image” with the corresponding file names. Send the images as separate files with names matching the database labels.Think beyond “Dear [First Name]”!
  • Call to Action: What exactly do you want people to do? Call? Visit your website? Come into the store? Be specific and measure the results.
  • Measure, Analyze, Refine: Now you get to evaluate the results. What worked? What didn’t? What was your ROI? Were there any surprises? How can you improve the next mailing?

Easy Personalization Ideas to Implement Today

  • Add a name
  • Offer exclusive product or service deals
  • Customize by demographic segments
  • Provide referral incentives (e.g., a QR code)

Personalized Marketing in Practice

Here are some examples of how personalized printing can enhance direct marketing efforts. Variable data fields (marked in red) will print differently for each customer.

Not-for-Profit Organizations Remind donors of their last contribution and show the impact of their support.

  • Example: “Kim, thank you for your $100 contribution last year. We provided 25 meals to individuals in the Spokane area. A $150 donation would provide 40 meals. Can we count on you to provide 40 meals next year?”
  • Visuals: Two side-by-side variable graphic images – 25 plates and 40 plates.

Financial Institutions Highlight offers or products based on credit history or scores.

  • Example: “John, is it time for a new car? Your excellent credit score qualifies you for a 1% rate on your next auto loan.”

Restaurants Use past order history to send personalized postcards.

  • Example: “Sarah, we’ve missed you! Our salmon special is on the menu next week. Call to make a reservation.”
  • Visuals: Variable art showing the plated salmon.

Retail Stores Suggest complementary products based on recent purchases.

  • Example: “Joe, how do you like your new snowblower? Check out these snow-melting mats, on sale for $49.95 through the weekend. Bring this card for an extra 10% off.”
  • Visuals: Variable art showing the snow-melting mats or highlighting the discount.

Real Estate Agents Personalize newsletters and postcards with local listings and branding.

  • Example: “Hi Dave, check out these three homes for sale in your neighborhood:”
  • Visuals: MLS listing photos, addresses, prices, and the Realtor’s photo and contact details.

Car Dealerships Thank customers and encourage referrals.

  • Example: “Emily, thank you for purchasing your Audi e-tron GT. Refer a friend, and if they buy from us before December 31, we’ll give you $500.”
  • Enhanced Personalization: Include a photo of the customer with their new vehicle.

Start Simple and Scale Up

The possibilities are endless. Start by using basic customer data and gradually expand your personalized marketing strategy. Even adding a customer’s first name can make your direct mail 135% more effective.

If you already have customer data, use it! Consumers expect personalized experiences and appreciate them. In fact, nearly 80% of people are more likely to do business with companies offering personalized interactions.

Let’s get started with effective, personalized direct mail! Call us today.