In a recent survey, Fortune 500 marketing executives revealed that scaling Direct Mail personalization is among the highest priorities they are investing in over the next 12-24 months.
Why are marketers investing in advanced personalization? Well, that’s because consumers expect marketing campaigns to be highly relevant to their purchasing history and interests. Personalizing content based on name alone is no longer driving impactful engagement. Furthermore, according to Adobe, 77% of marketers agree real-time personalization is crucial, but 60% report it’s a challenge to execute.
With that in mind, marketers are reaching increased levels of personalization by investing in centralized Direct Marketing technology platforms.
Marketo reports that 78% of consumers will only engage with offers if they have been personalized to their previous engagements with a brand. Looking towards the future, 51% of customers expect companies to anticipate their needs and suggest relevant topics by 2020.
These consumer expectations speak to the fact that personalization enhances the brand-to-customer relationship, improves the customer experience and makes customers feel valued. When receiving Direct Mail from a company or brand they’ve previously purchased from, buyers respond at a rate of 18.4%.
When it comes to Return on Investment (ROI), personalization is key — and the numbers show it:
Consider this: You’re already leveraging CRM and data management platforms that allow you to collect, store and analyze vast amounts of valuable consumer data. The problem is, without a Direct Marketing automation platform that can absorb and action this data to dynamically create and deploy campaigns, you’re unable to apply it to enable relevant and hyper-personalized Direct Mail strategies.
In other words, you don’t have a problem collecting the data necessary for hyper-personalization. The problem lies in the fact that executing Direct Marketing campaigns is complex and relies on numerous internal and external resources to execute. As a result, there is not enough time or resources to apply personalization to creative, offers based on purchase history, etc. Instead, you’re limited to executing bulk, static Direct Mail campaigns that limit your ability to improve and scale your results.
Implementing a centralized Direct Marketing platform not only enhances the effectiveness of your Direct Mail campaigns, but integrates with the other digital technologies you’re utilizing for email, social media, etc. This allows you to take a true, omni-channel approach to your marketing strategy and maximize your ROI.
The vast majority of enterprise marketers are still seeking a solution to delivering hyper-personalized Direct Mail. As an innovative Direct marketer, you can put your brand on the cutting edge and increase Direct Mail engagement up to 20% by adopting a centralized technology platform.
Personalization is one of three pillars leading to increased Direct Mail engagement. You can learn more about the others by reading The 3 Keys to Improved Direct Mail Performance.
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