The Importance of Personalization

The Importance of Personalization

Personalization is one of the main reasons why direct mail marketing has continued to be the most effective method of marketing, staying on top of newer methods like digital marketing. While personalization in marketing is nothing new, improvements in technology have led personalization to improve as well, and savvy marketers are staying on top of the changes in order to effectively promote products and services. Personalization matters because it strengthens the customer/client relationship, it improves the customer experience, and it makes the customer feel more valued. 

Here at iTek, our direct mail professionals understand the importance of personalization as well as anybody. Here are some reasons why your business should consider using the technique of personalization in your direct mailings. 



Personalization is Attention-Grabbing

One of the main advantages of personalized marketing is that it grabs recipients’ attention. By getting personal with potential customers, they will believe that you are communicating with them one on one. Using a person’s name in a conversation can make them feel a stronger sense of liking and willingness to help you out. In the same way, using a name in direct mail creates a bond between you and the customer that increases the likelihood that they will reply. 


Better Targeting

When using personalization, marketers are better able to target their message to each person. If you have the right data, which a professional direct mail company like iTek can help you gather, you can zoom in on exactly what each recipient will respond to. The offer and content should be customized based on the past shopping behavior, preferences, and demographics of the customer. 


Better Response Rates

Because recipients like personalized messaging and you can better target them, you can get a better response rate when personalizing. This claim is backed up by the date from an InfoTrends study in 2016. The study asked the question, “Does the customization or personalization of a direct mail piece make you more likely to open or read it?” 29.2 percent of respondents said “yes, much more likely,” and 55 percent said “yes, a little more likely.” 


How to Personalize Direct Mail

Now that you know how important it is to personalize your direct mail, you are probably wondering how to do it. One simple solution is to use roll labels. This is a cost-effective way to order beautiful custom, personalizable stickers or labels in bulk. Attach these roll labels to your mailings or use them at events. 

Here are some other ideas for personalization:


  • Copy: If you have the customer’s name, use it in the copy. 


  • Offer: Use information about the customer’s previous interactions with your company to customize the offer you send them. 
  • Imagery: Customize the images used in the mailing based on the customer’s location. 

Personalized Marketing Experts in Concord, NC

Here at iTek, our team of marketing and print professionals understands the importance of personalized marketing. We can help you with all aspects of your direct mail campaign, including data gathering, roll labels, and printing. 

To learn more about our direct mail services, contact us at (704) 457-7687.