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5 ways to personalise your print marketing

LET’S FACE IT, IT FEELS PRETTY AWESOME HAVING A SHINY ENVELOPE LAND ON YOUR DOORMAT ON YOUR BIRTHDAY OR RECEIVING A SPECIAL DISCOUNT ON YOUR FAVOURITE PRODUCTS.

Those organisations who make an effort to reward us or recognise our life milestones are the ones who we remember more than others. They make us feel valued and by sending personalised letters and marketing material it helps us to form a positive association with their brand.

So, what’s the best way to personalise your print marketing to make sure your audiences are engaging with it?

Acknowledge significant dates

Everyone has a birthday, (whether they choose to accept that they’re another year older is a different story!) so why not try to make it even more meaningful by sending your contacts a special offer or gift via the medium of a birthday card.

The same could be said for occasions or life events, such as anniversaries or when someone makes a big purchase such as a house or a car. Giving your target audience a unique benefit that’s relevant to their current circumstances will increase your chances of securing a customer.

Consider sector for B2B marketing

Business to business (B2B) marketing is all about identifying how one company can solve a problem for another. Adding personalisation to your B2B direct mail marketing is one way to demonstrate exactly how you can help.

If you have knowledge of common issues for specific sectors, highlight this in your print marketing to position yourself as an expert in providing solutions for their industry.

You also have the opportunity to be really creative with the type of material and print techniques you use. For example, if you’re targeting high-end, luxury brands, you might want to consider foiling or embossing to give a quality finish. Or, for more playful brands that are all about engagement and interaction, send them something more tactile such as a campaign with a memorable unwrapping experience – when’s the last time you received something that was just as fun to open as the item inside was to receive?

Demographic targeting

You may find from your market research, that your ideal customer belongs to a specific demographic, such as a certain location, age group, or gender. Relevance is key when sending personalised print marketing, so tailoring your content and type of print could have huge benefits if you’ve shown you understand those who are likely to interact with your brand.

Purely Digital’s variable data printing capabilities mean that your print marketing can be personalised with a recipient’s name and address, along with specific colours, codes or imagery that is relevant to them and their demographics.

Use your vessel

How will you choose to send a piece of print marketing? In an envelope? A box? Or a simple but effective standalone leaflet? Whatever you decide, you have the opportunity to make use of the space available to really make your personalisation stand out.

A leaflet sitting on a doormat with someone’s name in big letters staring back up at them is going to attract attention much more than a one-style-fits-all approach.

Personalised envelope printing makes your campaign more fun, more unique and ultimately, more likely to succeed.

Pay attention to buying habits

If you are looking to send your existing or previous customers a piece of personalised print marketing, and have access to their historic purchases, you are in a great position to be able to use that information to your advantage.

Everyone loves to be rewarded for their loyalty, so sending discount codes or freebies based on your customers’ order frequency or product preferences can help to maintain their custom and ensure that they bring repeat business to you. You could even include a unique code that’s specific to them, to make them feel even more appreciated.

In conclusion…

Personalising your print marketing will give your target audience a positive experience of your brand, whether they know you or not. It will add a touch of uniqueness and show that you care about who they are and the lifestyle they have.

Do you have a direct mail campaign in mind but need some help with your print personalisation? Talk to our experienced team today for some great ideas and unrivalled knowledge.

WE ARE A RESPONSIVE PRINT COMPANY WHO DELIVER QUALITY INTERACTIVE MARKETING MATERIALS. WE BRING YOUR DESIGN IDEAS TO LIFE, MAKING YOUR BUSINESS LOOK GREAT!

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