In the old days, companies would gain scale by advertising to the masses…one message to all. The marketers figured they would reach a few interested prospects in the process.
As data and technology improved, brands began segmenting audiences and targeting campaigns for each demographic.
Even better, companies are aiming for one-on-one conversations with specific consumers. It may seem impossible to talk directly to dozens, hundreds, or thousands of individuals. But luckily, a little personalization can go a long way! Add an extra touch to your direct mailers to show your customers you care.
Track Your Sales/Reward
Take notice of loyal customers who buy your products most frequently. Reward them! Send a personalized coupon in the mail to make them feel appreciated. They’ll rave about your company.
Similarly, if you notice a particular product that everyone seems to love, take advantage! Send out a surprise offer – customers will feel excited to receive a coupon for their favorite item. Discounting a well-loved product makes the offer feels more special.. These small tokens of appreciation go a long way and can keep customers coming back.
Go the Extra Distance
Write a short note of appreciation onto your next mailer to really show your customers that you value them.
Most companies opt for a generic typed-up memo inside their mail pieces instead. By adding your own personal touch, you’ll set yourself apart with a sincere, memorable message. However, because handwriting hundreds of notes can be time consuming, this strategy is best reserved for extremely loyal customers or new business prospects.
Address Your Customers by Name
It is difficult for larger businesses to scale writing personalized notes. Fortunately, you can still employ tactics to ensure that customers don’t become a group of nameless faces to your business.
For one, avoid addressing envelopes with the generic “Resident.” Recipients are more likely to read mail that’s addressed to them directly, so included first and last names on the mail piece itself.
Next time you’re gearing up to send out a new direct mail piece, think about personalizing! Show customers you care by adding small details that’ll make them feel more connected to your business. Ask your Heeter salesperson for ideas on how to accomplish this.