Personalization Drops in 4Q
Personalization has long been a popular tactic in direct mail, as it makes the mail more relevant for the prospect and often results in higher response rates. Therefore, whenever I dive into the Who's Mailing What database, I expect to find personalization trending upwards continually.
Instead, looking at 2012 numbers, I discovered that it actually decreased in the fourth quarter below 30 percent of all direct mail — the lowest percentage of personalized mail in years and a 20 percent drop from the third quarter. I expect to pick back up in 2013, however. I'll keep an eye on it and let you know.
Ethan Boldt is the chief content officer of Direct Marketing IQ, which provides direct marketing resources such as Who's Mailing What! and the Direct Marketing IQ Bookstore. He can be reached at email@example.com.