Direct Mail Design Best Practices: Personalization Matters
Author: Laura Karels, Lead Designer
Designers of all mediums have best practices they follow when creating their best product and direct mail designers are no different. One of the most important best practices in direct mail design is using personalization and using it well.
Direct mail personalization has come a long way from just using the recipient’s name and address. Digital print technology and highly targeted data has allowed marketers to personalize direct mail design in creative ways. Personalization is proven to drive better response rates and who doesn’t want that?!
Ways to get personal…
Images can be personalized based on segmentation data, business vertical type, location, and more. Visuals the recipient can relate to can be very powerful.
Targeting offers to a recipient’s consumer history or specific needs are more likely to get response from your direct mail. Response rates can increase up to 50% or more when targeting consumers on a 1:1 level. (thedma.org)
One of the easiest ways to personalize and get impact is the use of maps and locations within the direct mail design and copy. This is also information that is part of the basic data—it can simply be pulled from the address block.
The words you use can be personalized in so many ways. Using the recipient’s name, address, consumer history, business type, etc. in thoughtful ways within the copy can entice the reader and increase response. According to the ANA (formerly DMA) simply adding a person’s name can increase response by 135%!
If your direct mail format includes a form or response device, prefill out the form with the recipient’s data to make responding easier.
These are just 5 ways to use personalization within direct mail design but digital print technology has opened the door to so much more.
Check out this example of a mailer that was designed to contain 57 variable pieces of data and photos, resulting in increased engagement and a higher ROI per piece vs. previous direct mailers! Contact Us to see how we can help you effectively use personalization in your next mailing.
This is part of our Design Best Practices Blog Series. Look for more best practices in future blog posts.
BIO: Laura Karels is our Lead Designer. She is responsible for all things direct marketing design—from format sketches to final art—and truly enjoys the creative process of helping clients develop winning direct marketing campaigns. In her spare time, Laura enjoys great coffee and cross-country road trips with her family. She’s also getting really good at finding humor in her husband bringing home yet another “project” vehicle.