Mailings: personal appeal is ideal

People receive a large number of promotional products by mail every day. How can you make your message stand out, encourage the user to open the envelope and begin interacting with your brand? One answer is personalization. Personalized emails provide better conversions and lead to new leads and customers. Impersonal ones are thrown out much more often.

Why is personal appeal important?

Mail mailings are an excellent channel for direct communication with the target audience. But preparing bright products and sending them is only half the battle. It is necessary that the message be read, and a personal message can help with this, it contributes to better engagement of the reader.

To briefly summarize, personalized letters have the following advantages:

• a high probability that the letter will be opened;
• tailoring the message to the user;
• better advertising effectiveness;
• increased sales.

Where to get information

So, personalized newsletters are better than regular ones. Moreover, the more you know about the user, the more effective the appeal can be. But where to get the necessary information?

First, process the data that you already have. Perhaps you have e-mail subscribers or discount card holders who provided some information.

The easiest way to find out about other clients is to ask them to fill out a questionnaire. No one can tell you about themselves better than the users themselves. However, don't overwhelm them with too many deep questions - this can be annoying or even intimidating.

But simple questions about interests and preferences will contribute to the formation of loyalty - after all, customers are pleased that their opinion is taken into account.

Ask in the questionnaire not only the name and address. Find out what services customers are interested in and how much of their budget they would be willing to spend on certain new products. It is also worth finding out what type of content may be of interest if regular mailings are planned.

Questionnaires can be distributed by mail or electronically. You can add a link to your website and page on social networks. You can offer some kind of bonus or incentive to those who complete it. For example, promising a cup of coffee in your establishment - this way you can also involve the client in a personal dialogue.

Analyze the response. Try to understand what type of letters and what attachments - information newspapers with trend reviews, flyers with discounts, grocery catalogs - one or the other responds best part of the audience. This will allow you to segment your mailings, making them more individualized.

Practical implementation

Having collected a database about clients, knowing their names, gender, perhaps, type of activity or other useful information, it is easy to prepare an interesting newsletter.

First of all, you can provide different design options, say, for readers of different ages.

Modern digital printing makes it possible to personalize each specific print, no matter what the circulation. This allows you to apply a name, add various images, and create individual offers.

In addition to direct marketing mailings, it is worth planning to send thank-you and congratulatory letters for, say, birthdays, Mother's Day and other events in the lives of users that you may know about. Consider investing in small, branded gifts based on known interests. Attention to detail is very attractive and strengthens brand loyalty.

So, personalized letters are more effective. Envelopes with a personal message are more interesting to open, and there is a greater chance that your message will be read and remembered. In addition to direct appeal, individualization implies a flexible approach to design, content, and shipping time. All this is a very important component of a successful marketing strategy.