The average email open rate for all industries is 20.81%.
57.1% of people open direct mail items, and 48.5% read or glance at it.
Look at your personal email inbox right now. There are more than likely a few unopened marketing emails that you never plan to look at before deleting. But, if you get a piece of print marketing through your post box, you’re likely to at least glance at it. As a direct result of receiving mail in 2014, 92% of people were driven to online or digital activity, 87% were influenced to make online purchases, and 86% connected with businesses.
With the rise of the digital age, companies are forgetting about print. This is your chance to get involved, and do it right.
Personalisation is key when it comes to direct mail. It builds trust and customer loyalty, and ensures you are targeting people who are more likely to buy your product, thus generating revenue. In 2017, Forbes wrote that 84% of consumers would be more likely to open a piece of mail if it is personalised.
So how do you personalise your material?
Start with collating the right data, and targeting the right people. You start simple, with their name. “Dear [NAME]” instead of “Dear Homeowner”. People are more likely to open a mailing that is actually addressed to them. This is easy, but not enough. Pure360 found that just 8% of survey respondents said that they would be encouraged to engage with a retail brand if they addressed them by their first name.
Include personalised product recommendations. Use your customer’s browsing and purchasing data to get an idea of what they’re looking for, and make some suggestions. A Deloitte study found that on average, 36% of consumers expressed an interest in purchasing personalised products or services.
You can also include a personalised voucher with a time-limited date to encourage a quick response. For example; if you’re a food and drink brand and you know a certain group of consumers have been buying a specific type of product, you can send those people a one-time-use voucher for 15% off that is valid for the next week. This is more likely to trigger a response, and thus generate a higher ROI.
Effective personalisation depends on the subtle use of data. With so many benefits to it, there is no reason not to start using these methods in your direct mail campaigns. In our last blog, we wrote about why you should use Multichannel Marketing (print AND digital) in your campaigns and how successful it can be for your brand. Take a look here.