Turbocharge Direct Mail with Personalization

According to InfoTrends, consumers respond strongly to personalized mail.* In fact, the research firm found that 84% of consumers said personalization made them “much more likely” or “somewhat more likely” to open mail. Even so, InfoTrends also found that marketers are not always taking advantage of the opportunity. It found that these same consumers “rarely” or “infrequently” receive personalized mail.

This is truly a missed door of opportunity, especially among certain demographic groups. According to InfoTrends, personalization has a much greater impact on some consumers, particularly younger ones. For example, when asked whether personalization makes them more likely to open mail, here is how different groups answered:

  • Among those aged 25–34, the percentage saying personaliza­tion makes them “much more likely” to open mail rises 36%.
  • Among consumers aged 18–24, 35–49, and 50–65, the percentage saying personalization makes them “much more likely” to open mail is around 30%.
  • Just over half of all consumers, regardless of age, say personalization makes them “slightly” more likely to open mail.

With such strong numbers, you might expect consumers to be inundated with personalized mail, but InfoTrends found the opposite. In fact: Only 24% of consumers say they are “frequently” or “very frequently” receiving direct mail that is highly personalized. Forty-one percent say they only receive personalized pieces “once in awhile”. More than one-quarter (27%) say they receive personalized mail “rarely”.

Fortunately, missed opportunities by competitors mean open doors for you. If you are already personalizing your mailings, keep it up! Invest in customer profiling. Build the depth of your database. Increase your level of precision. If you are not yet personalizing your mail, jump in. Get started before your competitors do!

BFC is a single source provider of variable data and offset printing, complex fulfillment, pick and pack services, and technology solutions to automate and create efficiencies relating to print and electronic communications.

With more than 40 years of industry experience, we’ve built a reputation as experts in our industry and a valued resource for our clients. We have created long-lasting relationships and mutually rewarding partnerships.

To discover how our technology can enhance your direct mail programs and more, click the button below.

*From InfoTrends http://www.ddprints.com/downloads/infotrends_whitepaper_march_2016.pdf

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