The Goldmine of Customer Data

In today’s competitive business landscape, finding effective marketing strategies can be a daunting task. However, there is a treasure trove of potential right under your nose: the information of your past and current customers. Extracting and utilising this valuable data can significantly boost your business and offer a cost-effective way to drive success.

Why Your Customer Data Is Priceless – Leveraging Past and Current Customer Information

Marketing to new customers is undoubtedly important, but reaching out to your existing and past buyers can be far more effective. These individuals have already experienced your products or services and are familiar with your brand. Their likelihood of responding positively to your marketing efforts is significantly higher.

Here’s why your customer data is akin to gold for your business:

Customer Loyalty

Past customers who had a positive experience with your business are more likely to return. By keeping them engaged and informed, you can nurture their loyalty and keep them coming back for more. Customer loyalty can lead to long-term relationships that are highly beneficial to your bottom line.

Word-of-Mouth Marketing

Satisfied customers often become your best advocates. When you consistently engage with your past and current customers, they are more likely to recommend your business to friends, family, and colleagues. This organic form of marketing can result in a steady stream of new customers, all thanks to your loyal customer base.

Cost-Effective Marketing

Compared to acquiring new customers, marketing to your existing database is far more cost-effective. You’ve already invested in acquiring these customers in the past, and reaching out to them requires less effort and resources than attracting completely new clientele.


Who Can Benefit from Customer Data?

Whether you operate a restaurant, car dealership, or any other business, you undoubtedly have a database of past buyers.

Even if you’re not sure how to approach them, there are countless strategies you can employ. Here are a few examples:

  • Restaurants: Utilise customer data for newsletters, special offers, and event invitations

  • Car Dealerships: Inform past and present customers about new arrivals, promotions, or service specials

  • Retailers: Develop loyalty programs and offer exclusive discounts to past customers, making them feel valued and keeping them engaged

  • E-commerce: Personalise recommendations and offer exclusive discounts

  • Fitness Centres: Send tailored workout plans and nutrition tips

  • Hotels and Resorts: Provide returning guests with special offers and gather feedback

  • Real Estate Agencies: Update past clients on new property listings and market trends

  • SaaS Companies: Offer targeted training sessions and product updates

  • Financial Institutions: Identify cross-selling opportunities for financial products

  • Beauty Businesses: Send personalised appointment reminders and promotions

  • Nonprofits: Maintain donor engagement with personalized updates and event information

  • Educational Institutions: Share campus news and alumni success stories

  • Legal Firms: Send legal updates and reminders for consultations

Mining the gold of past and current customer data is a game-changer for businesses. By staying connected with your existing customer base, you will foster loyalty, benefit from word-of-mouth marketing, and save on marketing costs.

If you’re ready to tap into the potential of your customer data but need assistance, don’t hesitate to reach out – we will help you make the most of this invaluable resource.

Warm regards,

Paul D’Arcy
CEO & Direct Mail Specialist

Take your direct mail, marketing and printing to new heights with our end-to-end services

1800 70 6245

Get Quick Quote

Unlock Your Database’s Potential With Business Christmas Cards

opening Christmas card

As the holiday season approaches, it’s the perfect time to make a lasting impression on your valued database. In the spirit of the festive season, we invite you to consider a unique and impactful way to connect with your clients, past and present.

A Goldmine in Your Database

Your database of past buyers is indeed a valuable asset. And right now, it’s prime time to leverage it. Business Christmas cards offer an exceptional opportunity for your clients, both past and present, to open a beautifully branded card and discover what your business has in store, including special promotions.

Direct Mail Solutions – Your Holiday Partner

Speak to Direct Mail Solutions today to explore our wide range of Christmas card options. We can tailor them to your precise specifications, even including additional marketing materials inside personalised cards. Plus, we offer highly cost-effective distribution solutions.

Why Business Christmas Cards Matter

Sending out personalised Christmas cards isn’t just a thoughtful gesture; it’s a powerful marketing tool that can help your business shine.

Here’s why:

  1. Branding at its best: A Christmas card bearing your brand’s signature design is an excellent way to engage your audience. It’s an invitation to open and read a heartfelt message, making your brand memorable.

  2. Showcasing specials: Use this opportunity to highlight any seasonal specials or promotions your business has to offer. A well-placed call to action can lead to increased engagement and sales.

  3. Harness the power of your database: Your database of past buyers is a treasure trove of potential. This time of year is ideal for rekindling relationships and reminding them of the value your business provides.

Ready to make your mark this holiday season? Contact us now and unlock the potential of a great business Christmas card for your marketing strategy.

Make this holiday season memorable for your clients and your business. Reach out to us today, and let’s discuss how we can help you make the most of this festive opportunity.

Warm regards,

Paul D’Arcy
CEO & Direct Mail Specialist

Take your direct mail, marketing and printing to new heights with our end-to-end services

1800 70 6245

Get Quick Quote

How to A/B Test Your Direct Mail Campaigns

how to A/B test your direct mail

Yes, A/B testing is just as important in direct mail as it is online! Here’s how to A/B test your direct mail campaigns to make sure you know what works and what doesn’t. 

Testing is critical. Whether you’re creating a new product or cooking a meal, you need to test it out to understand whether or not it’s working! 

If you aren’t testing, you may be missing out on valuable information that could supercharge your campaigns and bring in more business. 

An A/B test is a direct comparison between two things. In your case, two pieces of mail. Its purpose? To compare two designs, CTAs, tones of voice, etc. to find out which one gets a better response from your customers

Here’s how to A/B test your direct mail campaigns easily. 

How to A/B Test Your Direct Mail 

Planning your first A/B test? Take these steps to make it successful! 

Set A Measurable Goal 

What’s the point of your A/B test? What are you measuring? Knowing this is your first step to running a successful test! Maybe you want to measure: 

  • Number of sales 
  • Website visits 
  • Responses to a prompt 

Having a specific goal helps you to know what metrics to focus on when you’re analysing results later. Which leads to our next point… 

Test One Metric At a Time 

You can test all 3 of those metrics, but each one should have its own campaign. One A/B test, one variable. This will prevent confusion and help you to really nail down the specifics of what you’re testing for. 

Choose Your Batch Size 

You’ll get less information out of a test group of 1,000 than you will out of a group of 10,000. Of course, if you’re running your normal campaign and simply using it for testing purposes, you’re likely to just be sending out to the general area and not a smaller portion of the population. 

However, if you specifically want to (and have the capacity to) do a smaller campaign purely for testing purposes, it may be worthwhile to go for a slightly larger testing group. 

Track Your Results 

Consider how you’re going to track your desired results. If you’re tracking clicks or sales, all of that information is likely to be found on your analytics software. Make sure you’re tracking the right thing as per your goal – if you’re aiming to track conversion rate, for example, don’t waste time staring at your website visits. 

Direct Mail Testing Ideas 

Of course, the idea is to compare two sets of results, so a full A/B test contains two campaigns. There are two easy ways to do this: 

Single Variable Split-Test 

Let’s say you’re sending your campaign to 10,000 people. Create 5,000 pieces of mail with one element—eg. “Buy Now” CTA—and 5,000 with another—eg. “Give Me The Good Stuff”. Only change one small thing, not the entire leaflet! 

Send the first 5k to one split of your group and the second 5k to the second split. From there, keep an eye on your results to see which one is the favourite. 

This is a full A/B test within a single direct mailing campaign. The next type uses 2 separate mailing campaigns to test. 

Old/New Campaign A/B Test 

In this test, you don’t need to send out two lots of mail with a small change. You just need to grab the data from an old campaign and create a new campaign to challenge it. 

Change one small item from the original campaign and send it out to your full audience. Compare the results to those from the original. Easy peasy!


How to make your mail environmentally friendly

Environmentally friendly direct mail marketing

When it comes to saving the planet, small changes can make a big impact. And, in both our personal and working lives, it’s important that we all play a conscious role in making environmentally friendly decisions that will ultimately help to save our planet.

After all, there is an increasing amount of evidence that has proven that neglecting our planet is having a catastrophic impact on civilisation, air, water, animal habitats, and our food chain.

One of the best ways to combat these issues is to recognize the many benefits that come hand in hand with recycling, especially in the workplace. This is because all businesses should actively monitor their environmental performance by assessing and controlling their recycling processes and waste reduction procedures.

We’ve taken a look at how to make your mail environmentally friendly!

First and foremost, there’s a common misconception that direct mail campaigns are not environmentally friendly however, this is not true!

Why? Paper is one of the most recycled products in the world, meaning it can be reused for other purposes once it has done its job!

However, there are lots of ways that you can make your mailing campaign more environmentally friendly including:

Only Work with sustainable paper sources

When implementing any direct or bulk mail campaign, you should only ever work with sustainable paper sources!

When looking for sources you should consider whether the paper has been sustainably stocked and you will know this by asking your supplier if their stock has been planted and harvested for paper.

Clear calls to action

All sales copy should always incorporate a clear call to action! For example, within your copy you should aim to tell them exactly what you want them to do – whether that’s visit your website, give you a call, pop into your store, take advantage of an offer or incentive or even enter a competition you are running!

Avoid plastic envelopes

Any form of plastic should be avoided at all costs when it comes to saving our environment. This is because plastic has become one of the most common forms of marine debris, causing devastation to our planet’s oceans.

With this in mind, when it comes to initiating your direct mail campaign, you should consider not using any plastic packaging in order to minimise the risks to our environment.

And there are lots of alternatives you can use to plastic if packaging in a necessity including compostable and biodegradable polywrap! This can be disposed of by putting it into a green bin or compost bin at the end of its life.

Know your target market

Segmenting your audience by reaching out to only your target market can not only allow you to optimise the success of your mail campaign but can also help to keep numbers down when it comes to the number of direct mail pieces you are sending out!

After all, waste can have a huge impact on our environment, especially if you are reaching out to a demographic that you know already has no interest in your product or service.

With this in mind, it certainly pays to clean out your data when creating data mailing lists that are a strong match for new potential customers.

And remember, you should always personalise your direct mail pieces for maximum impact.

It’s the small changes that add up to big differences in our environment. Play your part today!

Stages of an End-to-End Direct Mail Campaign

end-to-end direct mail campaign

What are the stages of a complete end-to-end direct mail campaign? Understanding the anatomy of a campaign beforehand can help you optimise the effectiveness of yours. 

Have you ever wondered exactly what goes into running a direct mail campaign? It’s fairly straightforward, but there’s a definite process that takes place in order to ensure that your campaign is successful. 

Here are the steps that we take when you decide you want to run a direct mail campaign. If you work with us, this is what you can expect! 

Stages of An End-to-End Direct Mail Campaign

Planning and Preparation 

To make sure your campaign is successful, you’ll need to do some research and planning. The first step is to identify your target audience, and then put your target distribution list together. 

Next, decide what your goal is. This will influence your campaign greatly! Do you want to make sales or lead your customers to take a particular action? 

It’s important to decide on what your call to action is. This will provide your audience with a way forward and needs to work hand-in-hand with your goal. 

You can go with a soft CTA, such as: 

  • Try Us Out! 
  • Get Started
  • Learn More
  • Try For Free
  • Sign Up 

Or something much more direct, like: 

  • Visit Our Website 
  • Book an Appointment 
  • But Yours Now 

Make sure the information that you provide for your end-to-end direct mail campaign includes: 

  • Who you are & what you do 
  • What you’re offering 
  • Why should they choose you? 

In this stage, you’ll also need to decide if you want to personalise the campaign or include free samples in your mail! 

Design Work 

Make sure that the design and format of your mail makes your information appealing, easy to read, and highlights your goal and your CTA. 

You can choose from a number of formats, such as brochures, flyers, oversized postcards, booklets, letters, or regular-sized postcards. 

There are two ways to can go about the design work: 

  • Using a direct mail template and do your own design 
  • Make use of Direct Mail Solutions’ super designers! 

We can take care of all the niggly design work, and make sure that: 

  • The campaign is customised to your goals, including branding & colours 
  • Your focus points aren’t lost in text or graphs 
  • The format keeps your goal & CTA at the forefront 

Printing, Folding, & Collating 

Once the format and design work are completed, your direct mail campaign will go to print. Depending on your needs, this could be either litho or digital printing. 

Digital printing is a good choice when you need faster delivery, have smaller print runs, or need to print personalised mail. It can also be more affordable. 

Litho printing is usually used on longer or larger print runs, or where the design is being printed on cardboard or similar media. 

You can choose the quantity to be printed, but in most cases it will be based off of your targeted distribution list. 

It can be time-consuming and complicated to print, fold, collate, & send large volumes of mail to hundreds (or thousands) of different recipients! 

Which is where we come in. Let Direct Mail Solutions handle your complete end-to-end direct mail campaign, from design work to distribution and everything in between!

Improve Conversion Rate: 5 Reasons Your Leaflet Lands In the Bin

improve conversion rate of your direct mail

Wondering why your leaflet lands in the bin instead of bringing in new sales? Here’s what you may be doing wrong and how to improve conversion rate to actually make more sales. 

It’s frustrating to design a leaflet, get it printed, send it out, and… Crickets. Although direct mail marketing is one of the most cost-effective forms of advertising, it doesn’t really help if you’re getting nothing out of it. 

The good news is that the problem is likely to be one of a short list of things. Fix these in your leaflet, and the chance of driving action will be much higher! 

Fix These Issues to Improve Conversion Rate

1. Poor Visual Design 

Your leaflet has to look good. It doesn’t matter how great your product or service is, if it’s presented in an unappealing way, nobody’s going to take the time to look past the poor design. 

  • Stick to two or three colours maximum for text 
  • Choose high-quality pictures that are relevant 
  • Space your elements nicely 
  • Don’t try to fit too much on one page 

2. Not Showing the Benefits 

The fact is, customers want to know what’s in it for them. If you aren’t telling them the benefits they’ll get, you’re on the wrong track. Don’t just list features! Explain why the features will benefit the reader. 

  • Instead of “Fast delivery”, say – Our speedy delivery will save you days of waiting! 
  • Instead of “Simple process”, say – Our process will cut your work time in half. 

Explain HOW your features will help the reader so they can imagine how their life is going to improve when they buy your product/service. 

3. Sending To the Wrong Audience 

No matter how hard you try, you aren’t going to sell gaming laptops to 80-year-olds. Or shoe horns to teenagers. If your leaflets are landing in the bin, it could be because your offer isn’t relevant to the reader. 

Segment your audience more carefully to improve conversion rate. You can segment by: 

  • Demographic 
  • Age 
  • Gender 
  • Location 
  • Marital status 
  • Occupation 
  • Income 
  • Parenthood 
  • Homeownership 

4. Small or Unexciting CTA 

You HAVE to tell your customer what to do. Your CTA is where you do that. You’ve seen them: 

  • Buy now! 
  • Get yours! 
  • Don’t wait! 

There’s one key difference between digital and direct mail, though. While online you simply click on a button, your print CTA needs to tell them exactly what to do next. IT should also have some sort of incentive. 

  • Call us now – limited products available! 
  • Shoot us an email to get your 15% discount! 

5. Working With the Wrong Distributor 

Some distribution companies aren’t super helpful. They offer no assistance with design, don’t help you segment your audience, and basically let you do all the hard work. They’re a glorified post office! 

Find a company that will help you from start to finish. Like us! From design to distribution, DMS is here to help. 

Bonus Reason: Typos! 

Nothing ruins a leaflet like incorrect spelling! Get someone to proofread your copy before printing a large quantity. Your distribution company should help there too, but get ahead of it before going to print!

Types of Marketing Material: Which One Should You Choose for Direct Mail?

types of marketing material

There are many types of marketing material out there, which can be confusing if you’re trying to decide which one to use! Choosing the wrong format can result in your message being lost. Here’s a quick guide to choosing the right one! 

Struggling to decide between a flyer and a leaflet? A poster and a postcard? Wondering if business cards are even important anymore? Here’s our guide to what type of marketing material is best for which situation. 

Types of Marketing Materials 

Business Cards 

Business cards may seem old-fashioned, but they can still come in handy. Whether you’re at a networking event or chatting to someone in the queue at the shop, meeting potential business partners, clients, or customers is always a possibility. Having a business card on hand is an easy way to share your relevant details. 

Great for: Sharing contact details 


Brochures—also known as pamphlets—are information-heavy, folded pieces of mail. You can usually choose how many folds you want, but 2, 3, and 4 are the most common. They’re great for mixing info with pictures, and leading your reader along an information path to a strong CTA. 

Great for: Sharing a lot of information in an easy-to-read way, info that needs to be presented in 4, 6, or 8 sections (one per panel) 


Calendar marketing can be a handy way of promoting your brand. Everyone uses calendars, and you know they’ll have your contact details in front of them for at least the next year! Don’t overdo it on the promoting, though—stick to a logo and contact details on every page, with a tagline about what you do. 

Great for: Promotional material (send to clients as a “thank you” or to your target audience) 


Catalogues are very specific types of marketing material that not everyone will use. If you have a collection of products or a wide range of services, a catalogue is the perfect way to do it. It’s laid out so the reader can easily find the info on each one and compare to others. 

Great for: Showcasing your array of products or services 


Flyers are the most common and often the cheapest form of direct mail. They’re a single sheet of paper, sometimes double-sided but sometimes printed on just one side. 

Great for: Advertising events, specials, price cuts, anything that doesn’t require too much information or pictures. 


Leaflets are similar to flyers, but catered to a bit of a higher-class audience. Although they have the same kind of design as flyers—single or double-sided—they’re often printed on better paper and designed to be kept for longer. 

Great for: Advertising events, tailored offers, price cuts, basically the same as flyers just to a more upmarket audience. 


Postcards are not as common as other forms of direct mail marketing. They’re fun and garner interest. Keep in mind that you’re quite limited with space on a postcard, though. 

Great for: Marketing your offer in a way that has a chilled vibe to it, being unique, short, sweet messages, excellent for travel- and vacation-related companies. 


Posters are more visual types of marketing material than text-based. Although they do contain some text information, it needs to be short and big enough to be seen as one is walking/driving past. They can range from A4 to A0 in size! 
Great for: Advertising events like concerts, parties, etc, anything with strong visuals, ads that need minimal information. Not really suitable for direct mail!

How to Get Repeat Customers Through Direct Mail Campaigns

get repeat customers

Struggling to get repeat customers through direct mail campaigns? The good news is that just a few smart tricks can help change the ways customers associate with you… And make them want to come back for more! 

One-time sales are great. They add to the bank and make you feel good. But repeat customers are first prize! They’re already invested in you and your brand and it doesn’t take as much to get them to buy again. 

Here are three things you can start doing immediately to 2x or more your chances of turning one-time customers into repeat customers! 

How To Get Repeat Customers Through Direct Mail Campaigns

Send a Thank You 

It may take a little more work on your part, but sending a “thank you for buying” mail can make a huge difference. 

It makes customers feel special, noticed, and like they’re important to your business. You can even personalise it if you want to really catch their attention! 

It doesn’t have to be long or complicated. But a message of “we appreciate you” can make a customer more inclined to buy from you again, because they feel like they’re making a difference to you! 

Offer Special Perks 

One of the best ways to get customers to come back to you is to reward them for it. Along with their “thank you” mail, offer a discount on their second purchase. 

To get repeat customers, consider a tiered system that entices them to come back again and again. You can get quite creative here! 

Maybe for their 5th purchase, they get a small free gift, and for their 10th, they get a bigger one. Or, you can use a points system that gives them points based on how much they spend, or how many items they buy. They can redeem points for cash or discounts later. 

Alternatively, if they subscribe to a membership where they pay X amount every month, they can get special perks, free gifts, or discounts regularly. 

Send Free Samples of New Products 

For those who do buy regularly, you can give them sneak peeks of new products by sending them free samples

You can do this for everyone, to be honest, but it packs more of a punch if you send “exclusive” taste-testers to those who have already bought. It makes them feel like they’re getting special treatment! 

Ask Their Opinions 

Customers feel important when you ask for their opinions. Ask for feedback about their last purchase. Have they used the product? What are their thoughts? How’s their experience been? 

If they respond, it’s another chance to make them feel great by sending a thank you mail. 

You can also offer discounts in return for writing a review, but be prepared to fulfil them on ALL reviews, not just those that rave about you and your product/service! 

In Conclusion 

Direct mail is quite different to online marketing. But if you use a bit of creative thought and consider the customer journey, it’s still not difficult to figure out how to get repeat customers. 

Keep in mind that tactics may change slightly depending on the type of person in your target market, but trying these tricks can help no matter who you’re mailing!

Why Real Estate Brochure Marketing Could Be Your Secret Weapon

A real estate brochure might not be the first thing you think of when considering how to market yourself. But is it worthwhile? We believe so! Here’s why. 

Digital marketing is big right now, and for good reason. It’s easy to reach a huge amount of people very quickly, and you can include engaging things like video. 

In the real estate world, most people do check things out online if they’re in the market. But don’t underestimate the power of a marketing brochure for commercial real estate companies. 

Not everyone is looking online for properties. Some are toying with the idea of moving but haven’t committed yet. Some know of other people who are planning on moving. 

Not everyone is actively looking online for property. But placing real, tangible information in their hands could be the catalyst to something. 

Why Choose Physical Mail? 

Physical mail has some advantages over online advertising. While we highly recommend marketing your real estate business online, adding physical mail to your repertoire can really boost your reach and increase your business. 

Brochures are tangible, and they’re there to stay. Unless someone physically throws it away, it hangs around reminding them every time they walk past it. Unlike social media algorithms, a brochure isn’t just going to fade into the crowd. 

Here’s are the top reasons we think you should be getting your brochure on: 

No Distractions 

Real estate brochures are easier to read than digital ads, because there aren’t any distracting ads or notifications from other apps. Instead of having a bunch of different things to look at, you really only have the piece of paper in front of you. 

In most cases, people are going to skim through the content on the web. Most of the information is dismissed, if they even take it in at all! 

Your reader is able to pick up the brochure and easily find the information they’re looking for, even if they’re skimming through it. 

Without all the distractions, the information is easier to absorb and your prospective client will be able to make an informed decision

If they’re interested in the listing, they’ll also be reminded of it every time they glance at your brochure. No getting lost in a bookmarks folder! 

Cost Effective 

Real estate brochures are a cost effective way to deliver a personalised campaign to 100s or 1000s of prospective buyers in specific suburbs. 

It’s quick and easy to create a brochure and should be incorporated with your digital marketing campaign. This will provide you with a well-rounded campaign that will maximise your return-on-investment

Easy to Read & Share 

Brochures are one of the best ways to spread the news about a new listing! Prospective buyers are able to read it at their leisure and share it with their spouse or friends. 

It acts as a bit of a teaser, encouraging people to come and view the listing. Better yet, they’ll be able to pull it out and look at it when it comes to making important decisions. 

On the other hand, if they aren’t in the market right now but know someone who is, it’s easy to stick into a handbag and pass on to interested parties. 

Can Hold Lots of Info 

Unlike digital marketing campaigns, which limit how many words and images you can use, brochures allow you plenty of space for valuable information. 

You’ll have plenty of room to showcase all the best parts of the new property listing that will help attract prospective buyers. 


If you’re not really the creative type, real estate brochure design design may be a little intimidating! However, this is where you can really have fun with it and stand out from the competition. 

Brochure size, shape, colours, and design can all be used to catch the eye of readers. Remember, you’ve got to get their attention before you can expect them to follow your CTA. 

The creative nature of a brochure also gives you the freedom to adapt and respond to the needs of your business, so that you can pair potential clients with their dream home. 

How to Make A Real Estate Brochure 

The best real estate brochure design creates curiosity and entices the reader to keep reading. Creative real estate brochure ideas will always get more attention than your standard design! 

There are two elements you’ll need to pay attention to: your design and your content. Ultimately, your design should catch their eye, and your content should show them everything they want to know about the property you’re advertising. 

Google is your friend when it comes to finding real estate brochure inspiration! If you’re stuck for interesting ideas, you should be able to find a commercial real estate brochure template that you can tweak to make our own. 

Decide On Your Content 

Content needs to include photos and text, which need to complement each other. 

Don’t simply list features; instead, express to the reader why these features are beneficial. For example, instead of saying “large kitchen” and leaving it there, say something like: “Spacious kitchen, ideal for family baking days”. 

Cater these benefits to your target audience, and you’ll capture imaginations and find yourself with more interested buyers than you expect. 

Choose Your Layout 

Once you have an idea of words, you need to choose the paper design it’s printed on. Again, tailor this to your target market. A funky-shaped design may be appropriate for some, but luxury real estate brochure design may call for something more elegant. 

Also, make sure the design you pick works nicely with your content. If it’s difficult to see how your content will fit onto a particular design, it may not be the right one. 

Craft A Strong CTA 

Once you’ve captured the reader’s attention and painted a picture of them living in the home, you need to finish off with a strong call to action

Don’t assume that they’ll know what to do. In fact, the more direct you can be, the better! Tell them exactly what to do next; “Give us a call to enquire”, “Book a house tour”, or “Visit our website to view similar properties” are good choices. 

Don’t Forget Contact Details 

Once you’ve added a compelling CTA, don’t forget to give them the exact info they need to do just that. A phone number, website, or other way of contacting you is necessary to create those connections. 

The Power of Personalisation in Direct Mail Campaigns

personalisation in direct mail

Have you ever thought about personalisation in direct mail campaigns? Sending your target something with their name on it can create some interesting (and beneficial) psychological reactions. 

Everything is personalised these days. From what we see on social media feeds to Netflix’s recommendations to what your shopping app thinks you’ll like, everything caters just for you. 

Why shouldn’t direct mail be the same? Whether you’re targeting middle-aged homeowners or new-age millennials, personalisation could be the missing ingredient in your campaigns. Here’s why. 

The Psychology of Personalisation in Direct Mail

Interestingly, personalising your direct mail gives the receiver a false sense of being in control. If you pair this little psychological trick with an excellent and helpful offer, it’s not a stretch to see why conversion rates are high. 

Personalisation also creates a feeling of being personally selected for this thing they’re reading about! It’s an excellent way to begin building trust and cultivating a feeling of partnership. 

According to the Direct Marketing Association, direct mail with some personalisation has a 3x better response rate of non-personalised mail! Make them feel like they’re receiving a letter from a friend, and you can expect better engagement. 

Personalisation Drives Action 

Imagine a random stranger stops you on the street and tries to give you a slice of cake. Chances are you’re going to say no thanks. But if a friend comes past and says, “Hey John/Bob/Tina/insert name here, I brought you this cake”, you’re naturally going to be more inclined to take it, if not eat it there and then! 

Personalisation creates comfort. And when you’re comfortable with someone (or some company), you’re far more likely to take them up on their offers (if they’re good, of course!). 

According to the 2017 State of Personalisation Report (page 3, Key Finding 3), about half of customers who received a personalised recommendation for a product ended up making an impulse buy! 

There’s no doubt about it – personalisation drives buying action. 

It Helps You Stand Out 

Receiving a personalised piece of advertising is like standing in a crowd of people you don’t know and hearing someone call out your name. You can’t help but check it out! 

Personalising your direct mail campaigns will help you stand out from the crowd. It creates a sense of familiarity and connection that many other pieces of mail aren’t going to have. 

Consider Your Target’s Privacy 

You do need to be careful with personalisation, though. If you collect the customer’s data yourself, it’s totally okay to use it to personalise their mail. If you got it through a third party, however, you may be at risk of breaching privacy laws. 

How to Personalise Your Mail 

Sure, adding someone’s name to your pitch is a form of personalisation in direct mail campaigns. It’s probably the easiest and most common. But if you truly want to stand out and impress your customer, here are some other options for personalisation: 

  • Create an offer specifically for those in their age group. eg. sporting apparel for 30-somethings, dental care for over 60s, etc 
  • Add a customised map from their home to your nearest location 
  • Fill out their basic information on forms, so they don’t need to fill out the basics 
  • Include QR codes in mail for the internet generations