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The Power of Personalization

Huge advances in data and print technology now mean that direct mail is one of the most versatile marketing channels, providing highly personalized messages to individuals.

The Power of Personalization in direct mail

A number of studies have shown that personalized direct mail allows small and midsize businesses, as well as large corporations, to achieve significantly higher open and response rates than traditional direct mail.

  • According to the Direct Marketing Association, personalized direct mail has a response rate of between 12% and 15% compared of a 4.4% response rate for traditional direct mail.

  • According to a 2016 InfoTrends study, “over 84% reported that personalization made them more likely to open a direct mail piece".

  • According to a study by Canon Solutions America, using person’s name and full color can increase response upto 135%.”

Personalization has become a powerful direct mail tactic that is relatively easy and cost-effective to incorporate. Below are a few creative ways marketers have recently executed highly personalized direct mail campaigns:

  1. A non-profit mailing to previous donors displayed text highlighting the number of winter coats or hot meals their donation provided from the previous year.

  2. An online pet food retailer sent a 10% coupon in a postcard mailing displaying images of the recently purchased products by the individual, which were likely for repeat purchases.

  3. A car manufacturer varied the color and images used in their mail pieces based on age and gender of the recipient.

  4. A healthcare facility reached out to prospects in the neighborhood of the new location with a custom map displaying directions from the individual’s household to the new facility.

Robust and accurate data is the underlying key component to each of these examples. Making data collection a priority will allow your campaigns to have a greater impact and engagement.


If you are struggling on where to start or looking for more ideas, we are hosting a 30-minute* live free webinar where we dive into The Power of Personalization in direct mail.

During the webinar, you will learn:

  • How advances in print technology drive faster, more precise personalization.

  • An in-depth look at three examples of highly personalized tactics in action.

  • Additional tips for boosting response, grabbing attention and increasing engagement through direct mail channel

Join the live webinar!

October 4 at 2:00pm EST.

Even if you cannot attend live, we encourage you to signup, as registrants will receive a recording of the webinar, along with other goodies.

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