Direct Mail Success: When Does Personalization Get Too Personal?

Posted by Wes Powell

Nov 25, 2014 6:30:00 AM

Direct-mail-success-when-does-personalization-get-too-personalPersonalization can be a really good thing when you’re involved in direct mail. People are much more inclined to read something that’s addressed to them by name than to “Dear Friend” or the ever-popular and heart-warming, “Occupant.” 

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Topics: personalization, Direct Mail Marketing, personalization and effectiveness, privacy in marketing

The Difference Between Direct Mail and Mass Mail (and Why it Matters)

Posted by James Ravetti

Jun 24, 2014 11:30:00 AM

The-difference-between-direct-mail-and-mass-mail-and-why-it-mattersWhat do you think of when you hear the term “direct mail”? A lot of us envision the huge mailings that credit card and insurance companies send out to the masses.

A lot of “old-thinking” marketing was built on reaching as many people as efficiently (and cheaply) as possible. Increased printing, mailing, and postage costs have eliminated the economies of scale that used to exist. But that’s not the only reason mass mailings don’t work for most of us. The fact is that these mailings just aren’t very effective. We call them “direct” mail, but there’s not much direct about them.

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Topics: direct mail, personalization, with other marketing efforts, direct mail vs. mass mail, integration of direct mail

The Power of Handwritten Notes in Marketing

Posted by Spencer Powell

Apr 17, 2014 10:00:00 AM

The-Power-of-the-Handwritten-Note-in-MarketingUnlike 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.

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Topics: personalization, Direct Mail Marketing

Can Direct Mail Be Social?

Posted by James Ravetti

May 8, 2013 9:00:00 AM

Can DM be SocialThese days it’s hard to turn around without tripping over social media. It’s part of our personal lives, and it’s part of the way we do business. Every time we turn on our computers, tablets or smart phones, there seems to be a new social media tool available. Part of the reason that social media has seen such explosive growth is that we humans are social creatures. These tools enable us to do things we have an inclination to do anyway.

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Topics: direct mail, social media, personalization, Integrated Marketing

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