We often hear versions of the same question: “Does direct mail still perform well today?”
Our answer is that it absolutely does – and now, recent research shows that direct mail gains even more impact when the messaging is personalized and timed correctly. A study conducted by Keypoint Intelligence underlines the important role that personalized direct mail can play in today’s marketing mix, with its ability to create a stronger emotional connection that stands out amidst an onslaught of messaging.
Conquering the Short Attention Span
With so much information competing for customers’ attention, direct mail offers a way to capture their attention spans more effectively. The trick is to create a campaign that doesn’t blend in with the crowd, but rather targets the recipients with content aimed at their particular interests. Personalization, in fact, is quickly becoming a must-have rather than a nice-to-have; one study from McKinsey found that 71% of consumers expect companies to deliver personalized interactions, and 76% actually get frustrated if it doesn’t happen.
The effect of personalization is particularly pronounced among Gen X and Millennial consumers (or those approximately aged 29-60). According to Keypoint’s research, 85% of Gen X and 86% of Millennials say they’re more likely to look at personalized direct mail, compared with 82% of Gen Z and just 72% of Boomers.
Boomers are also by far the most likely to say that personalization doesn’t impact them, with 22% saying it doesn’t impact their desire to check out a mail piece (versus 9% of Gen X and 11% of Millennials).
Deep down, the reason is simple. People crave connection and a feeling that they, individually, matter. It’s easy to feel disconnected in today’s world, and digital marketing – no matter how clever, funny, or beautiful – doesn’t always forge that emotional bond. Direct mail is tactile, giving it a feeling of significance. And somehow, the idea of being sent a piece of mail designed just for you feels more personal and thoughtful than being served an ad based on your browsing history!
Allied Supports Your Personalized Outreach
At Allied, we understand how to make the most out of every data point. We’ll help you combine your customer data with relevant messaging and the smartest postal strategies, turning simple direct mail into something more engaging, measurable, and – most of all – effective. Our solutions for improving your direct mail ROI include:
- Personalized offers and messaging – and we do high-volume digital print too!
- Triggered mailings based on customer activity or timing
- Testing campaigns or running pilot programs to see what drives a better response
- Personalized QR Codes and mail tracking
- Protecting sensitive data with secure SOC 2 Type 2 and HIPAA-attested processes
Connecting with your customers on a deeper level can pay big dividends for your brand – and it all starts with creative, personalized direct mail! Talk to the Allied team ahead of your next campaign and learn more about putting your data to work and increasing your ROI.