Who’s Mailing What?
You see it every day at your mailbox. A personalized postcard featuring a product or service that interests you based on a previous purchase, your location or time of the year. Essentially, a marketing vehicle that is one-to-one and relevant to you. Marketers understand that personalization is having an impact and the data supports it.
The stats are in. “Who’s Mailing What” monitors 4,000 – 5,000 direct mail pieces in a number of categories – consumer, business, fundraising, catalogs and more. The past three years reveals the following facts:
- in 2009, 28% of direct mail pieces were personalized
- in 2010 the number of personalized mail pieces increased to 34% – a 21% increase
- in 2011, VDP (Variable Data Printing) grew steadily. In fact, two of the 10 months saw 41% of mail pieces personalized.
- Overall, 2011 VDP levels represented a 46% jump from 2009
Quite frankly, I think it’s great. A self-mailer directed at my hobbies, interests and buying patterns often help to incentivize me and make decisions. For instance, I love Cabela’s Sporting Goods and Cabela’s Sporting Goods loves me. Since I buy online and all goods are shipped directly to me, they know a lot about me – where I live, when I buy, how often I buy, and naturally, what I buy. And I actually like that! They send relevant marketing messages that appeal to me.
When planning your next campaign, consider reviewing your prospecting database and send relevant, one-to-one messages to your audience – and your audience may just love you for it!