Personalization has long been a staple for marketers looking to increase response rates. Using variable data to make a piece truly unique is a time-tested and proven method. However, we took that one step further last year and introduced a line of dimensional direct mail pieces that can be printed digitally and personalized. So is this going to be a long and shameless plug? Well, some may see it that way, but I prefer to think of it as a wake up call!

When you combine a high-impact dimensional piece, which in its own right is a powerful ROI booster, with the benefits of personalization, you get amazing direct mail. Furthermore, if you have a good list you can really have some fun.

Personalization goes beyond seeing your name on a printed piece, although people love that. I don’t know what it is, but people like seeing their name and are always surprised by it. If you have the right data you can do so much more. What about sending a piece with geographically relevant images on it? For example, a recipient in New York can see the beautiful city sky line, while someone in Wyoming gets an image of a huge pasture with cattle grazing. They have cattle in Wyoming, right? Or, maybe a cruise line could send a piece to current customers featuring images from a cruise they have not been on yet. By the way, whenever I am fortunate enough to book a cruise we always receive brochures from other cruise lines all the way up to our sail date. What is the point of that?

Recently we offered a way to take personalization to the natural next step. Adding a personalized URL (PURL) to your piece adds a third element of engagement for the recipient. Several recent campaigns have used a personalized piece with a PURL and have seen great results. Let us combine all three of these elements along with a good list and compelling offer and well, you’ll have yourself a winner.

To learn more about BtoMe, our line of high-impact data-driven pieces click here.