As times change and technology advances, the needs and requirements of clients change. To keep up with technology and the ever-increasingly sophisticated customer, businesses must constantly revise and update their marketing strategies. Every marketing campaign has one common goal: obtain a response from the target audience. Not too long ago, the preferred method for marketing campaigns was a mass marketing approach where a specific offer would be sent to as many prospects as possible. While that may have increased visibility, conversion rates are very low. Recently, sophisticated technology has made a case for the superiority of a one-to-one marketing approach. Unlike the mass marketing approach, the one-to-one marketing approach targets a very specific group of people based on data collected from past purchases, interests, lifestyles, ages and so on. Using refined mailing lists, businesses can single out those who are most likely to use their services or buy their product.

An even more important piece of one-to-one marketing is personalization. With the ability to search any product on the internet and find deals from the comfort of your home, offers sent to prospects must be unique and compelling if any response is expected. It’s not enough to send a generic message addressed to “Valued Customer” or “Current Resident.” Customers expect something more. For this reason, personalized marketing has become crucial in direct mail campaigns. Here’s a few ways personalization can increase response rate and ultimately, ROI.

Variable Data printing (VDP) allows for customization of each individual piece of direct mail. Using refined mailing lists, each individual piece of mail can be addressed personally to customers and even include personalized messages.

Image/Content Personalization

Want to make your piece even more unique and relevant? With sophisticated data tracking systems, creating highly-personalized pieces that “speak” to customers is simple. Data collection has become so sophisticated that we know exactly when someone has moved into their new home, when their birthday is and even what type of car they drive. Using this information gives businesses the upper hand. Using this information is genius. Images and personalized content can be made to match each individual recipient of the direct mail piece.

Personalized URLs (PURLS)

Our high-tech world has revolutionized marketing. Research shows that people are more likely to respond to an offer if they can do so online. So why not give your customers that option? PURLs are unique web URL for each of your direct mail pieces. Each link leads your customers to a personalized landing page where they can respond to your offer. Additionally, this gives you the opportunity to capture even more information about your customers such as their current and future needs. It also allows you to track response rates using real-time technology.

Next time you’re thinking of creating a new marketing campaign, think about making it personal. Of course, a marketing campaign is worth nothing if there is not an equally compelling offer. To learn more about how personalization can help you increase your response rates, contact our expert specialists at OneIMS.

Want more information on increasing your market reach? The experts at OneIMS will guide you through a variety of available options within your budget. For more information, contact OneIMS today at 1-888-ONE-IMS1, or send an e-mail to info@oneims.com.