Personalization is the practice of tailoring your marketing messaging to specific individuals or groups, based on their interests, needs, or behaviors. In the context of direct mail, personalization can take many forms, from using the recipient’s name in the salutation to customizing the content of the mailer based on their interests or stage in the enrollment funnel.
The benefits of personalization in direct mail campaigns are many. First and foremost, personalized mailers are more likely to grab the recipient’s attention and elicit a response. According to a study by the Direct Marketing Association, personalized direct mail had response rates that were 30% higher than non-personalized mail.
Personalization also helps to build trust and rapport with the recipient. When someone receives a piece of direct mail that speaks directly to their interests or needs, they are more likely to view the sender as a relevant and credible source of information. This can be especially important for colleges, who are often competing with other institutions for the attention of prospective students.