Direct mail is still one of the most effective outreach techniques that your business has available to it, and the right style of personalization can take those efforts to the next level. If you’re not currently experimenting with any and all opportunities to make your collateral more personal (and by association, more emotional), now would be an excellent time to start.

The Dangers of “Dear Sir and/Or Madam…”

Personalization is about more than just putting someone’s name on something. It’s about using all of the data you have available to you – from someone’s preferences to their dislikes to their past buying history – to your advantage. Even using personalized images that are more specific to the interests of a core audience will help your message resonate more with these people. This is something that, in a lot of cases, can make all the difference in the world.

Customers understand that they are not the only person your business is trying to reach out to. But they like to feel like they are all the same. If something appears to be a generic piece of marketing collateral aimed at the largest possible group, people are going to feel that as well. They’re going to be put off by it and they’re going to ignore it, the same way you’re essentially ignoring them. That is ultimately why personalization matters so much: it creates a feeling that people won’t be able to turn away from.

At DynamiCard, for example, we offer a wide range of special features designed to help make your personalization efforts more successful than ever before. If you run a coffee shop, for example, you could use a special “coffee” image that will make your prospect’s name literally jump off of the postcard the first time they see it. Not only will you be personalizing your collateral, but you’ll be calling a tremendous amount of attention to it – all in a way that people can’t help but notice.

When you go out of your way to make someone feel special, they do more than just appreciate the effort. It empowers and motivates them to act. In the end, this does more than just increase your response rate – it also strengthens that connection you’re trying to build with your target audience as well.

If you have any additional questions about the power of personalization that you’d like to see answered, or if you’re just eager to sit down and discuss your own situation with someone in a bit more detail, please don’t delay – contact us today.

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