3 keys to unlocking marketing ROI with personalisation

The most effective marketing strategies are those that cater to the individual. The days of blanket marketing are long gone, and personalisation has become essential for marketers looking to increase ROI. 

It is key to know what works for your audience and how to use that data to tailor their experience with your brand across all channels. For example, according to the DMA, personalised direct mail has a 9% average response rate; that which isn't personalised, only 2%. 

Here are three ways to unlock marketing ROI with personalisation:

By Name

One of the most powerful ways to increase customer engagement is by using a person's name in your marketing. Our names are our favourite words to see in print, and adding a person's name to a mailer can increase the response rate. Of course, getting the basics right, like the correct name and address, name in the message, and tailored to gender, will undoubtedly help. But why do we respond so well when we see our name? It turns out that when people read their name, they feel more connected with what they're reading, which can lead them to connect more strongly with the brand in question—and even make them more likely to buy.

By Location

Location-based personalisation is one of the easiest and most common ways to be more relevant to your audience. It involves using your customer's location to customise their experiences with you, such as offering them a discount or a special promotion at their local store, special events in the local area even the weather.

The key to effective location-based marketing is to use it in addition to other forms of targeting, such as demographics and psychographics (personality traits), to reach an even more specific audience. 

Consider what might be unique to your business in its location: What kind of language/dialect do people use (cobs, buns, baps or bread rolls)? What are the local customs and traditions? Are there any historical facts or anecdotes that could give a sense of place?

Behavioural Triggers

People are more likely to react positively when the message arrives at the right time. Therefore, personalised triggered direct mail, as well as other time-sensitive communications, is very effective. Mail is good at every customer lifecycle stage, from initial engagement to nurturing or remarketing. For example, triggered direct mail helps reach and activate customers; you could offer discounts and incentives to customers who have purchased in the past or on an abandoned cart/basket—reminders for appointments, anniversaries, insurance policies, or even welcome packs and invitations to loyalty programs. The list is endless.

DMA reports that personalised triggered messages can help companies achieve a 20% reduction in cart abandonment and a 15 to 30% increase in overall sales. In addition, customers who have already bought from you are more likely to purchase again, so creating a customised experience for them along the customer journey is crucial.

Best Industries for Direct Mail

Direct mail is often most common for business-to-business (B2B) marketing. However, some of our most successful and long-standing customers are B2C, including estate agents and education providers. Here are some sectors which particularly benefit from direct mail marketing:

• Car dealerships
• Education
• Council
• Estate & letting agents
• Hospitality
• Travel
• Home Improvement
• Retail
• B2B products or services

Using personalisation in marketing is a great way to increase revenue and also a great way to build trust with customers.

A massive 87% of consumers view mail as believable – and it's trusted across all age groups. It's one of the most trusted channels for Gen Z, second only to search. By implementing personalisation, your customers will feel like they're getting a tailored experience that's specifically designed to meet their needs. This can make them feel like they're being taken care of and valued by you and increase the likelihood that they'll return to do business with you again.