Personalization Used in One-Third of Direct Mail
Personalization was used in a little more than 33 percent of direct mail offers received the last five years by Who's Mailing What!, the most complete library of direct mail and email. Fundraisers, credit card and insurance companies used it the most.
In 2013, 3,013 (34.2%) of the 8,822 offers received in WMW! used personalization. This was a slight decrease from the two previous years — 2,890 (35.3%) of the 8,192 offers in 2012 and 3,284 (35.7%) of the 9,189 offers in 2011. In the first quarter of 2014, 36.8 percent of direct mail offers used personalization.
Some mailers go beyond including just a prospect's name in the letter as the WMW! staff has seen more advanced personalization such as using personally targeted data and imagery on mailing pieces recently. A few mailers like Fisher Investments, USPS and Comcast also use personalized URLs.
Two recent Danbury Mint pieces come to mind. Each offered the Forever Together Diamond & Birthstone Pendant with names and birthstones, but in two different ways: one was a self-mailer received in December 2013 while the other piece received in March 2014 included a letter, order form, sticker sheet and business reply envelope.
Both mail pieces were personalized with names throughout the copy but also included printed names — these samples are husband and wife — on the heart pendant itself every time it appeared in the piece. The December piece also had the names printed in the order section.
Another example of advanced personalization is a single postcard received from Patient First in September 2013 which displayed a map showing the recipient's location and the nearest office.