3 Trends in Direct Mail Design
Beyond including a prospect’s name, using personally targeted data and imagery on a mailpiece can make it seem special and unique. There are so many possibilities: geography, buying or donation history, age, gender, etc. But can personalization always be counted on to spur response? A few cautions are in order. First, data, whether big or small, must be absolutely accurate. Second, the leveraging of the information to make an offer has to be relevant to the customer. Without these two conditions, a prospect is likely to shrug off the attempt as just another clever, but possibly epic, “fail.”
Paul Bobnak is the director of research at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. Reach him at firstname.lastname@example.org.