You have to appreciate the simplicity of targeted direct mail: the right message to the right audience every time.
Decades of research and experimentation have led us to this point in direct mail personalisation. And there are lessons to be learnt by comparing it with real-world interactions.
Are you likely to respond to someone shouting at you in the street? No. But if they approached you with the right tone of voice, in a welcoming and friendly manner, you’re likely to be more receptive to their advances. The same applies to direct mail. It’s a challenge to get a prospect’s attention, but if you go about it in the right way it’s a cinch. There’s no need to shout, so why not put yourself right into the room with your customers and have a personal direct mail conversation?
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It’s physical. Direct mail is literally in the hands of your customers and prospects—no other marketing medium can do that. Whether it’s a letter, a product catalogue, or a flyer that turns into a full augmented-reality experience, it’ll get their attention. And when it’s put it in their letterbox, they can’t ignore it.
It’s personal. Direct mail addresses your customers by name, great direct mail addresses their needs. From the wealth of information we now have thanks to Big Data, you can anticipate the desires of your customers even before they have them. You can understand how they think, what they need and when they need it. You can change the offer to suit them, and you make them feel like the only one in the room. That’s power.
It’s direct. No dissemination of messages through third parties. No ad blockers, no distractions. Just pure marketing direct to their door. Effective, efficient, fast-tracked direct mail ROI.
You might like our article on How to increase your direct mail ROI through personalisation
The key to direct mail engagement begins with a considered campaign that caters to each recipient as an individual: well-executed creative that addresses them personally, a targeted and relevant database that’s guaranteed to hit the right mark, and by using the right medium. Direct mail works.
How we can help…
First Move will work with you to identify how direct mail personalisation can help you define your campaign. We’ll look at targeting the right customers with the right message, at the right time. We’ll consider your database and how you could improve upon its information. And deliver it to them with gusto.
Ask us how your direct mail campaign could be even better with greater personalisation.
First Move are an award winning direct mail company and mailing house and partner with Xerox and the Royal Mail.
Contact us on 01494 539300
Make the First Move. Start transforming your business today…