Unlike email or other digital marketing campaigns, only direct mail can offer a handwritten note. Studies show a personalized note can increase response to a marketing campaign by 30-50% – certainly not a figure to ignore. For those looking for something new in their marketing strategy, personalization is the obvious answer.
Why Personalization Works
If you pick up the phone and the caller mispronounces your name, how likely are you to hang up? The reason for such a negative response is that it's evident that the caller isn’t making a personal call; you were simply the next name on a long list.
There is a similar response when people receive a piece of mail that is addressed to "current resident" or a letter that opens with, "Dear Friend." Even with a mass mailing, simply having a name on each letter makes recipients more likely to read it, because people will feel the mailing was intended solely for them. Addressing the reader by name is the first step to increasing the response rate in a direct mail marketing campaign.