Personalize Your Direct Marketing to Increase Response Rates

Add a personal touch and watch your conversion rate soar

Did you know that only 4% of mail sent through the U.S. Postal Service is personalized? This simple fact could add up to a big advantage for your direct marketing program. Taking the time to hand address your mail to prospects will help your mail get noticed – and opened!

Many direct marketers know that personalized or handwritten envelopes generate above average returns. However, when weighing the time/benefit of personalizing your envelopes, many turn away. Have your ever considered outsourcing this function? Some companies employ students, hourly workers and even retirees with good penmanship to write personal notes, address envelopes by hand and add other customized elements like a signature on a form letter.

If you are thinking of trying this technique in your own business, then start with a little test. On your next mailing, identify 100 prospects for whom you’ll address their envelopes by hand. Place a special code on each piece and/or order form. Mail out these envelopes to a diverse group at the same time as you mail your other direct marketing pieces.

When the orders come in, and you find that a percentage were generated from the personalized direct mail, determine how you might be able to leverage this on your next mail campaign. Over time, if you develop an efficient process of personalization, you'll increase your direct mail ROI.