Personalization
With the use of a direct mail marketing program to market your product or service, you have the ability to personalize your message to your recipient. Whether you’re using a card mailer, postcard, statement printing, or invoice printing, you can tell the recipient why they need what you’re selling.
Personalization is another advantage of direct marketing that Edward Nash discusses in Chapter 2 of “Direct Marketing: Strategy, Planning, Execution.” In this discussion, Nash gives an example of how one company used direct mail marketing to appeal to various industries. According to Nash, “A Lanier promotion for word-processing equipment used not only computer personalization, but also a half-dozen variations in the printed brochure to illustrate the specific applications of a new product to each of several industries. Only the cover and a couple of pages changed, but the mailing became more relevant when the recipient’s industry was boldly displayed. ‘How this new product can save time and money for advertising agencies (or engineering firms, or law offices)’ is much more likely to be read than any general appeal.”
If you want a better chance of having your message heard and getting a customer to act on your offer, you need to make the recipient feel as if the product or service was made just for them. With the help of a direct mail marketing campaign, you can do just that.
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