"To: Potential Customer"

To: Potential Customer... buy from me!

It's rather obvious that direct mail will be around for a long while, but would you please make them a little more personalized! People want connection, they want to be valued, cuddled, loved.... OK. Enough warm and fuzzy talk. If you are planning on sneaking into people's homes via their mailbox, at least you can try to know their names. You have to slice through all the junk mail that they get.

Have you ever heard of using variable data for direct mail marketing? Also known as one-to-one direct mail marketing. This is the process of personalizing all marketing pieces to specific individuals and their needs.

Compare these stats: (click link below to read more)
With traditional direct mail marketing your company may reap a 1-2% response rate. By simply using variable data in your direct mail campaign you can reap 5% to 10% to then even 15%+ depending on certain circumstances! Staggering thought isn't it?!

Still don't understand what it means to use variable data?

Let's say you produce a direct mail piece... Now let's say that you establish changeable fields on your marketing piece that adapts to the varying segments of your target market. Your clients receiving the piece may read, "Thank you for choosing us! We value your business." A prospect may read, "We're here to help! Call us today!" A lapse client may read, "We miss you! Come back and we will give you 50% off your next purchase." On top of this, the pictures change accordingly, as well as personalizing each piece by using the contact person's name on each card... "Dear John, thank you for choosing our company over the rest. We are committed to showing just how much we value you. Please bring this card in for $100 off your next purchase."

Now do you get it? Let's personalize our marketing efforts and reap the rewards after doing so. Don't waste your money involving yourself with advertising schemes that don't provide this personalization. Unless, of course, you enjoy being a clueless marketer!