Leveraging Direct Mail Personalization Techniques For Your Program

The Association of National Advertisers announced “personalization” as the 2019 marketing word of the year.  In this age of continuous connection, donors are being subconsciously groomed by the “Amazon Effect” to expect 24-7, seamless,  predictive interactions with companies and nonprofits alike. Having a thoughtful, well-mapped out donor journey that includes personalization has quickly become a critical evolutionary step for direct mail programs to continue thriving into the future. If it feels overwhelming, don’t fret – we can help you get started! 

As technology in the print and mail industry continues to evolve, there are many new and innovative techniques and capabilities making personalization easier and more cost-effective. Our team is robustly experienced in digital printing, variable data printing, data segmentation, inkjet personalization and other such emerging methodologies.  That deep, knowledge bench coupled with our unique strategic vantage point allows us to make recommendations that make sense for your program and budget. 

Here are some tips on how to get started with personalization:

• Data hygiene:  One of your first steps is to have a data file that allows the information to be mined and output for mail processing. Ensure you clean your data on a consistent basis, and closely coordinate with your caging partner to ensure that your donors’ updated preferences are being honored. Also, be sure to cross-reference your file regularly to remove deceased donors.  
• Minimize your costs: When initially trying personalization, you can try a lower-cost option on for size, such as personalizing one aspect of your package.  For example, you can personalize just the letter, but use a large window on your envelope that allows the donor to experience the personalization before they open the outer envelope, thus encouraging higher open rates.  
• Localization:  One of the easiest and most popular personalization techniques is to highlight the city/state/locality in which your constituents live. For example, you can lead with a message like “you’ve been selected from the state of…”.  You can also personalize your outer envelope with their state flag, bird or flower. The sky’s the limit! 
• Be thoughtful:  It’s critical to execute personalization in a thoughtful manner that is in alignment with a greater communication plan, otherwise you run the risk of presenting your brand as inauthentic to your donors. Donors and users are both growing increasingly suspicious of data collection, so be sensitive to their concerns about privacy. Have a different communication plan for donors who have willingly shared information with you versus information acquired from a third party regarding their metadata, past giving history or their spending habits. 

Our team of experts can help you make decisions as you continue to develop and refine personalization techniques, and set you up for continued success.  Contact us today to schedule a time to discuss how you can leverage these powerful tools within your program.