The most common way to personalize direct mail messages is to use the recipient’s name. Or, you can focus on the buyer’s interest or send out a hyper-personalized offer. For example, if you know the recipient is a music fan, you can offer a discount to the local vinyl store.
Technically, you can make direct mail personalization work using the Variable Data Printing (VDP) method. Thanks to this technology you can personalize any aspect of a printed piece — i.e., change the recipients’ names, gender, location, or anything else, — without interrupting the printing process.
Track and analyze the performance
Analyzing the performance is one more essential part of any marketing campaign. Measuring response rates and rates of return is part of this process, but there are also other metrics to track.
These include conversion rates, cost per acquisition (CPA), return on investment (ROI), average order value, and others, depending on your campaign goals and objectives. To be able to calculate all these metrics, you’ll need data such as the campaign cost, number of orders, total number of pieces mailed, and others, so make sure you have everything stored in one place.
Having the relevant data, you can identify the strengths and weaknesses of your strategies, identify trends, and make the necessary changes.
Experiment and test
Once you’ve identified your trends, use this information to form hypotheses and run split tests to determine what works best.
Same as in digital marketing, you can pick a small group of your mailing list, divide it into two halves, and send two slightly different variations of a mailing to each of these groups. Then, compare feedback from each group and pick the version with more responses.
You can test various elements of your direct mailings. The most common options are:
- Fonts and graphic elements
- Time of delivery
For example, here’s what variations for a “personalization vs. no personalization” split test might look like: