Top 4 Benefits of Personalized Direct Mail for your Business

Personalized Direct Mail

In recent years, personalized direct mail has become an effective method that companies use to promote their businesses and drive revenue. Personalized communications will be the prime driver of marketing success within the next years because serving the right message to the right customer creates better customer experience and increase brand perception, which leads to a higher ROI, and positively impact the bottom line. And with a good reason. 

The following direct mail statistics show that a piece of personalized mail can help your business to grow tremendously.

✔ Personalized mail has proved to drive 5 to 15 percent increases in revenue and 10 to 30 percent increases in marketing-spend efficiency—predominantly due to better product recommendations ensured by personalized marketing.

✔ 78% of executives and marketers (51% of whom are B2B businesses) claim that integrated, branded, and personalized direct mail is a highly effective channel.

✔ Non-personalized direct mail gets 61% of credits compared to 55% social media (Marketing Charts). 

The differences between personalized and non-personalized pieces of mail prove that personalization matters.

With so many personalization software options out there now, there’s no reason why you can’t personalize your direct mail. Variable Data Printing services that can control how variable data is placed on each piece are the key component of personalization. The more accurate information you have, the better the personalization will be.

Variable Data Printing services

The Top 5 Benefits of a Personalized Direct Mail 

1. Increased conversion rates

Let’s start with the most obvious benefit: conversion. The conversion rates increase considerably with the number of personalized messages the recipients are exposed to.  

When you tailor your message to your recipients, your message is more relevant to them because it means something. The generic message is the enemy of conversions. It’s worth the extra time and small expense to assure that your piece says the right thing to the right people.

2. Increased customer experience 

Brands that know their customers offer them a better user experience. That’s because personalized communications resonate better with their needs and smooth the buyer’s journey. They treat the customer as a person, not just a name on a mailing list.

The companies that use personalization win consumers by making it easy to click purchase or try out a new product. They’ve given customers what they want, what they expect and what they didn’t even know they needed.

3. Increased lead generation 

Personalization is a key method of improving lead quality for marketers, with 60% of those surveyed saying this is a key strategy. Because 72% of consumers will now only engage with personalized marketing messages, it makes sense that improving marketing personalization is seen as being so important.

4. Greater ROI from Advertising

The personalization itself brings reduced acquisition costs of up to 50% and an increase in marketing spend efficiency by 10-30%, while revenue upticks nearing 5-15%.

Personalization is leading to positive ROI in 75.5% of businesses in North America and Europe. Retail is seeing the greatest impact with nearly 79% of retailers reporting positive ROI due to their personalization efforts.

How to personalize your direct mail pieces

Obtain as much personal information about your current or prospective customers as possible. Fortunately, there’s a vast sea of data on individual consumers today. 

Then analyze the data and leverage it to provide customized, targeted offers, recommendations, and messaging designed to appeal to the individual based on their past behavior, interests, and other data.

Next, create one design layout while deciding what variables the design can have –  different background images, or different colors, different offers or different ad copies. 

Use clients’ data –  gender, age, and birthday and their location to target the prospects located within a certain radius from your business.

Use multiple variable data: from different prices and products to different locations and ad copies. Create a spreadsheet of key data points as they relate to the design, with the placement of variable elements.

Finally, print digitally your unique and personalized mail pieces and send them out. Or find a printer, us for instance, that has also a mailing room facility to print and mail your personalized mail out for you.

Personalized Direct Mail

How to get started

A simple example of personalized marketing is the targeted direct mail you’ve probably received from your favorite store, which is likely addressed with your name. This personalization strategy allows companies to connect with consumers on a personal level, creating a connection that leads to increased sales. What else you can personalize in a direct mail:

  • Offer 

You can use personalized incentive recommendations to further deliver one-to-one experiences to your customers. Instead of sending the same offer to an entire list of current or potential customers, you can define the desired incentive range. Use the information you’ve collected from customers based on their purchasing history, and you will make your offers more appealing.

  • Images

The images and graphics of your direct mail set the mood and draws the recipient into your ad. Get images that will appeal most to each recipient and the conversion rate will grow as well. You can choose images based on the location of customers to make content familiar to them. Also, you can customize images according to the person’s hobbies and preferences.

  • Copy 

Personalization of the copy is the most obvious way to use your customers’ names and other information from your database. Tailor the content and messaging to users’ interests and actions and you’ll make it more relevant to them. 

Also, don’t forget about differences in perception of the same product between men and women. Adjust your content based on gender to make it appealing to men and women as well.

Are you convinced that the personalization is key to a higher ROI? If you’re considering adding direct mail to your marketing mix, act now. Personalization and relevance will be key to getting results, so supercharge your direct mail with digital data.

Also, to increase even more your ROI, check out our Variable Data Printing Services and enjoy 15% off Your First Order

What are Variable Data Printing Services?

Variable Data Printing Services

Digital printing technology has evolved dramatically over the last few years. The primary change we will discuss in this article is improved technology with variable data printing services and digital printing presses for direct mail.

Traditional direct mail would send the same image and text to an audience, a bit oversimplified but let’s keep moving. As data about consumers and businesses are more available to marketers, this has paired very well with digital printing technology to evolve as a powerful marketing tool. Now, many mailing companies use data and images to create variable data output, such as direct mail, or variable data printed pieces.

Like with many projects the place to start is at the desired result. What is the objective of the variable data project? Is it branding, increase sales, a special event invitation or something else?

With these few applications in mind, let’s look at some of the nuts and bolts of how a variable data printing project works.

To help simplify the discussion, let’s break it down into three primary components

  • Data, such as a mailing list
  • Images like pictures or design elements
  • The substrate, what is the physical material used in the printing process

Read related article How Variable Data Printing Works

1.Data (the mailing list)

The first component of variable data is the data file with several data fields. In most cases, data consists of an exported file that a common database or CRM program will allow you to export. Typically, these are either Microsoft Excel™ or CSV (comma-separated value) file types. If you do not have a mailing list, most marketing companies, such as VeraPax, can provide a purchased targeted mailing list for your desired audience.

A data field can be as simple as, prefix (Mr. or Mrs.), city name, or age. The more differentiators, or data fields, you have in a data file the more options you have for variable data printing.

Within the data fields, values in a field can be used as triggers, or differentiators, between one record and another or, in other words, one person to another.

Another important reason to start with the data file is to determine the quantity of the project. Often, clients “guesstimate” a project quantity because they do not really know how many records are in their data file. In the example of a direct mail campaign, the USPS (United States Postal Service) requires the mailing list to be processed to meet automation rate postage requirements. This process helps prevent duplicate records, bad addresses (undeliverable) and updates the new mailing address. The results can drop list quantities by significant percentages which save money for both printing and postage.

2.Design elements

In its most basic form, design elements can either be text or images that change based on a trigger in the data.

For example, if the data file record has a prefix of Mr. you can use that trigger to print a masculine image such as a sports car, hunting or football, (forgive the stereotypes).  On the other hand, if your data file record prefix uses Mrs., you can use this to use a more feminine image in your mail piece such as flowers in a light color palette.

Text can also be changed based on a trigger in the data. Using the example above, for all records with the “Mr.” prefix, you can substitute a paragraph of text that strengthens the tie in with the corresponding image.

For example, when the prefix is Mr. your mail piece could use a football image and a paragraph of text such as “Football season is almost here. Order yours today!”

For the “Mrs.” prefix, you could also tailor the message and image such as “Fall is just around the corner, get ready for the Holidays!” with images or design elements of fall and holidays like Halloween, Thanksgiving, and Christmas.

Another component of the design elements and data is the PURL. What? Yes, PURL, Personalized Universal Resource Locator. We’ll talk about this in another article. For now, you can think of it as a specific page on the web that only the recipient has access to for marketing purposes and it is highly personalized just for them.

3.The printing substrate

The substrate is a big word for what is the digital output is being printed on. In our example of Direct Mail, the most common would be paper.

However, there are many specific paper types and finishes. With newer digital technology, the substrate can be a synthetic paper or metallic paper. Also, it can have a smooth or a shiny finish (UV Coating), a soft-touch laminate that feels smooth like baby skin), and many more. The substrate is the physical component of the process. All the discussion up to now has been digital. This is where the recipient handles the physical piece, and it engages their emotional and physical senses like touch and feel, or even smell.

For a personalized letter, the size and color of the envelope, are considerations. The teaser copy (a sentence on the outside of the envelope to get the recipient’s attention) such as ”John, your football season can only get better now!”


So, what’s the big deal with variable data printing? A lot. Just like the technology all around our lives is changing so too is this traditional marketing tool. Variable data increases response rates, engages our physical senses, and can be highly personalized to look, and say, exactly what appeals to your intended recipient.




Digital Marketing Specialists You Need For 2019

Digital Marketing Specialists

As important as it is to have a marketing plan for your business, there’s a lot more to it than just that to be successful. The true structure and key to success are rooted in your marketing team. It’s the people that plan, execute, modify and keep up with the marketing trends who can make or break the growth of your digital marketing. Hiring Digital Marketing Specialists should be a priority for the success of your business.

If you want to stay ahead of the game in 2019 then it’s crucial that you have an on-point digital marketing team. There are a few spots that should be filled, but it’s understandable that it may not be possible to fill all roles if you’re are a smaller company. No need to worry. Just because you’re smaller or may not have the budget for all, doesn’t mean you still can’t be successful. Instead, companies must choose the key roles that will fulfill the digital marketing needs.

Here are the 3 key roles to fill in 2019 for digital marketing:

Social Media Marketer

It’s one thing to find someone who can do social media marketing, it’s another to find someone who lives and breathes it. Social media has changed over the years. Now, it’s more than just posting content here and there without rhyme or reason. It’s important to find a Social Media Marketer who can run successful Facebook Ad campaigns, monitor and track results and produce viable content. It’s also important for them to be ahead of the trends, especially for 2019.

Video Marketing Specialist

Video Marketing is one of the biggest marketing trends in 2019. Users engage more with visual content over anything else. Facebook has caught on to this and allows for posts and ads to rank higher in News Feeds. Live streaming was a game-changer for marketing. Whether it be on Instagram Stories, Facebook Live or even Periscope, the live video took the crown and will continue to be on the rise. It’s important to hire someone who can leverage video content and stay on and ahead of the trend in 2019.

Website Developer

If your website isn’t suited for digital marketing, then it’s time to change that. Even if your website is up to par, the need for fine-tuning is always there. SEO and optimization are also vital for the success of your online traffic and tracking. Hiring someone who can constantly be on top of your website, can make or break your how smoothly your website runs. Design elements are also important, along with finding solutions to any problems that may arise at the drop of hat. Website developers understand the backend and that is really where everything stems from.

Hiring a team of Digital Marketing Specialists that can bring results in the new year is what your true focus should be. Your marketing team is the key to your business success and it will make you thrive in your digital marketing strategies.

Let’s help your business get social! We can help create, manage and execute a creative social media marketing plan that will provide the best content and results for your company using all social media platforms.


5 Marketing Tips To Help Your Business Thrive in 2019

Marketing Tips

The beginning of the year is always crucial for brands. New strategies and techniques are being implemented and goals are high. Even though you may be on top of your marketing, sometimes it helps to have a few more ideas and marketing tips to really help you succeed.  Here are 5 marketing tips to help your business, brand or product thrive in 2019:

Study other brands you admire

Look at other ways a brand is marketing their product and see what you admire about them. Take notes, see what and how they do their marketing more in-depth. Don’t copy them, but learn from them and be inspired to incorporate some of their techniques into yours.

Take the time to listen more

Listen to your audience. Listen more to your employees, colleagues, and peers. Be more open to seeing what they have to say and why. There could be some great ideas you’re currently missing out on. There could also be ways for improvement and also maybe advice on things that just aren’t working.

Help customers share the news about your brand, company or product

Create marketing collateral that is easily shareable by your audience. Make sure that you take the work out of it for them and make something that not only they care share without hassle, but want to share with others as well.

Communicate and engage with your audience

Do Facebook Lives, respond to comments and answer any and all messages you receive. Ask your audience what they want and why. Make sure you are not only connecting with them but truly listening and giving them want they want and need. Make sure your audience knows that they are the key component in your business.

Let your creativity wander

Yes, taking your job seriously is important. You must be professional and work hard. However, it’s also so important to take time to be creative. Let your mind wander. Take steps back, relax and even have some fun. Let your creative side shine through and allow yourself the much needed time to be able to do that. Read books, daydream, explore. Trust me, it will help make your business that much better in the long run.

Let us help your business get social! We can help create, manage and execute a creative social media marketing plan that will provide the best content and results for your company using all social media platforms.


15 Signs You Need Marketing Help

Marketing Help


Being a business owner is not only hard work but also time-consuming. There are so many hats and roles you have to tend to while being dragged in different directions. Sometimes you want to be able to do it all but the reality is that it just isn’t possible for one person to do. Realizing you need help is one of the smartest business decisions you will ever make and the best place to start is to look for marketing help.

Hiring someone to help you with your marketing will not only make your life easier but it’s smart. 2018 is here and it’s digital marketing overload time. Everything is based on strong marketing strategies, social media, video and engaging content. Hiring someone who is an expert in that is a goldmine for a business owner. Not sure if you should be among the ones to hire someone on?

Here are 15 signs you need to hire some marketing help, like yesterday:

1. You get overwhelmed by the thought of advertising, social media, and planning a content strategy.

2. Your idea of marketing is spending as little as possible and expecting high results.

3. Your website gets traffic, but very low sales. It’s time to work on your conversion funnel, but you’re not even sure what that is.

4. Your website design hasn’t been touched in years. It still looks and functions the same as it did in 2010.

5. You hate the thought of having to create and send an email campaign to your email list.

6. Speaking of which, you don’t even know if you have an email list.

7. You want lots of likes and followers on social media, but you have no idea how to get them and what to do with them.

8. Bounce rate, call-to-action, click through, and impressions. These are foreign to you and sound like sports terms.

9. You still think billboards are the way to go for marketing.

10. You didn’t know there was such a thing as inbound marketing or outbound marketing.

11. Microsoft Paint and Powerpoint are your go-to tools. Wait, what’s Canva? and Photoshop is too complicated for you.

12. Believing that YouTube is only for watching funny videos or a place where kids create things on now. You don’t realize how important this platform is.

13. Not realizing that a content calendar is key to your marketing strategy.

14. You think blogs are just for influencers and you hate the idea of having to write one for your business.

15. You constantly want new followers, but forget to be loyal to the ones you already have. 

Let’s help your business get social! We can help create, manage and execute a creative social media marketing plan that will provide the best content and results for your company using all social media platforms.


Build a Professional Online Brand Even When You Hate Social Media

Professional Online Brand

Although social media is here to stay, that doesn’t mean everyone wants to jump on the bandwagon. Unfortunately, if you own or run a business, it’s crucial for the success of it. Maintaining an online identity is necessary, but it doesn’t have to be a burden, even if you truly dislike social media.

There are ways to make building a professional online brand less like a chore and more like a simple task. Here are three ways to navigate social media, even when you don’t want to do it.

Quality not quantity

Keep it authentic by focusing on the quality of content you are distributing instead of the quantity. Focus on the followers that are engaging with you, not how many followers you have. If you find that you have more interaction with Facebook, but your Instagram page isn’t keeping up to par, spend more time there. Yes, you need to post consistently, but you don’t need to be posting all day, every day. You just need to produce content that your followers will enjoy.

“Worry less about followers counts and more about connecting with other influencers. Stop looking at it as social media and start treating it as social networking. If you treat it as just another part of the networking process, your attitude will quickly change,” says Robert Richardson, president of Richardson Marketing.

Plan and Schedule

Just like everything else, planning is the key to social media. Again, it doesn’t have to be anything extravagant.  It just needs to be thought outposts that will engage your audience. Creating a social media calendar is the best thing you can do for this. Block out time once a week or once a month, to sit down and plan it out in advance. Then you will know what needs to posted and when. Quick, simple and easy once you know what content needs to be created. You can even schedule your posts all at once so that when it’s done, you don’t have to think about it again.

Outsource social media

If social media really isn’t your thing or you just don’t have the time or desire to do it, find someone else who can. Outsourcing your social media to an expert, someone who specializes in it, will make your life that much easier. A social media manager knows the language and art that is social media. Just like if you’re not good with numbers, you’d hire an accountant, without even hesitating. The same thing goes for social media. Paying someone to do your social media will pay indeed pay off in the long run.

Let’s help your business get social! We can help create, manage and execute a creative social media marketing plan that will provide the best content and results for your company using all social media platforms.