Think about this, you come home and discover that you received a direct mail piece. Nice! We all love mail. But then you talk to your neighbor, and they got the same piece in their mailbox. Then you talk to another neighbor, and they got one, too. So did the neighbor across the street and the neighbor the next road over. So much for feeling special. Personalization matters. It makes people feel valued, especially when it arrives in print.
While personalization in print stands out for relevance, it increasingly stands out for another reason: respect. What do we mean by that?
Personalizing your print communications shows respect for the recipient's time. Buyers know that personalization is possible—they even expect it. By personalizing the piece, the recipient knows that you've taken the time to create something just for them.
In an InfoTrends study on the value of print personalization, when consumers were asked how providers can improve the value of their direct mail communications, two of the top three responses were "make them relevant to me" (34%) and "personalize the content for me" (28%). Do you know the top reason for marketers to personalize their transactional mail, in particular? "Make it easier to understand," with 43% giving this answer. This, again, shows respect for the recipient's time.
The data continues to tell the story. You're missing a massive opportunity if you're not personalizing your print or digital communications. Need to get started? Get started with personalized print!
Aradius Group is a commercial printing company that specializes in marketing strategy, specifically with direct mail, based out of Omaha, NE.