The importance of Personalisation in Direct Mail - The Power of Print

Jeroen van Druenen, CCO of Jubels discusses how personalised direct mail, especially print, boosts engagement and ROI by tailoring content to individual recipients. Using variable data printing (VDP), marketers create unique designs and offers, enhancing relevance and fostering stronger customer relationships. Physical mail's tangibility and lasting impact further amplify personalisation's effectiveness.

In an era where digital marketing often takes precedence, direct mail remains a powerful tool to reach and engage a specific audience. Especially in the print sector, personalisation has the potential to play a crucial role in increasing the effectiveness of marketing campaigns. Personalisation in direct mail goes beyond simply adding the recipient's name; it’s about creating a tailored experience that appeals to and engages the recipient.

Why Personalisation is Crucial

Increased Engagement
Personalisation ensures that the recipient feels special and valued. When a piece of direct mail appears to be designed specifically for them, they are more likely to pay attention and take action. This increases engagement and often leads to higher response and conversion rates.

Better Relevance
A personalised message is generally more relevant to the recipient. By using data such as purchase history, demographic information, and preferences, marketers can create offers and content that directly align with the interests and needs of the recipient. This increases the likelihood that the message will resonate and result in a positive response.

Improved Customer Relationships
Personalisation helps build and maintain strong customer relationships. By regularly sending personal and relevant communications, customers feel understood and valued. This can lead to loyalty and repeat purchases, ultimately increasing customer value.

Higher ROI
One of the most attractive aspects of personalisation in direct mail is the significantly higher return on investment (ROI) it can deliver. According to various studies, personalised direct mail often results in a much higher return compared to generic, non-personalised campaigns. Research shows that the ROI of direct mail via post is significantly higher than that of email marketing. This is because personalised messages generate higher engagement and response, leading to more conversions and higher revenue.

Personalisation in Print: Where the Difference is Made

Unique Designs and Content
One of the biggest advantages of personalisation in print is the ability to create unique designs and content for each recipient. By using variable data printing (VDP) and software like XMPie, marketers can customize each print piece with specific texts, images, and offers tailored to the recipient. This creates a unique and personalised experience that is difficult to replicate in digital media.

Physical Tangibility
Print has a tangible advantage over digital media. A physical piece of direct mail can be held, viewed, and repeatedly leafed through. This provides a sensory experience that is difficult to match in digital form. Adding personalisation to these physical pieces further enhances the impact.

Lasting Memory
Studies have shown that physical mail is more memorable than digital messages. A personalised print campaign can leave a lasting impression, especially if the piece is visually appealing and relevant. This can lead to higher brand recognition and a lasting memory of the message.

Examples of Effective Personalisation in Print

Personalised Offers
By personalising offers based on previous purchases or behavioral data, marketers can increase relevance and appeal. For example, a customer who recently purchased a sports item may receive a discount coupon for related products.

Unique QR Codes and PURLs
The use of unique QR codes and personal URLs (PURLs) on direct mail pieces can further personalise the experience. These technologies allow recipients to quickly access personalised landing pages and offers, increasing interaction and engagement.

Personalised Greetings and Messages
Adding personal greetings and messages, such as birthday wishes or anniversaries, can make a direct mail piece extra special. These kinds of details show the customer that the company cares about them and pays attention to their personal data.

Conclusion

Personalisation in direct mail, and especially in print, is a powerful strategy that should not be overlooked. By leveraging the unique advantages of print and integrating personalised data, marketers can create deeper connections with their audiences, increase engagement, and ultimately achieve better results. In a world where digital noise is ever-increasing, personalised print offers a refreshing and effective way to stand out and make a lasting impression.

Jeroen van Druenen is the CCO of Jubels, a cutting-edge marketing communication service provider and printing company based in Amsterdam, the Netherlands. With over 120 years of expertise in the Graphic Arts and Communications industry, Jubels seamlessly blends tradition with innovation. Beyond print, Jubels delivers effective, on-demand, and well-integrated multi-channel (personalized) communications. Jeroen will be speaking at the SmartHub Conference at Personalisation Experience taking place from 6 - 8 May at Messe Berlin, Germany. Register to visit here and use promo code PEXJ504 before 8 April and only pay 50 euros for your entrance ticket.