Heavy on the Personalization
Popular Club, a group shopping club based in Garfield, NJ, recently mailed a package (388POPULC0101) where the recipient's name appears 13 times, not including the mailing address! The recipient's name is shown three times on the outer envelope, once on the "club secretary card," twice on the reply card, and then twice each on the lift note and letter. Then, to top it all off, the business reply envelope is personalized with the responder's name and return address printed in the upper left hand corner.
Kathy King, vice president of sales and marketing at Popular Club, says that all this personalization does add complexity, but it's worth it.
"We have a relationship-type of business," King says. "To personalize is important."
The Popular Club is a mail-order shopping service that encourages members to take on the role of "club secretary." The club secretary gets her friends to buy items such as clothing, jewelry and housewares from the catalog, and in return, the secretary earns free shopping dollars.
As an added incentive for prospects to respond to this mailing, the Popular Club includes an $80 shopping check in a clear plastic pouch on the front of the envelope. The check is personalized twice, and the $80 credit motivates prospects to look inside the mailing.
King says the check amount is always the same no matter who the recipient is, but the campaign is still in a testing phase. Popular Club is also testing some less complicated pieces, but it is too early to determine any results.
To get the maximum effectiveness out of personalization, you must make sure you have clean lists. If names are misspelled or mismatched with the addresses, recipients will be left with a bad taste in their mouths. To ensure the cleanest lists possible, Popular Club processes its lists against different files and databases.