Individual customer contact through personalized mailings

We all know it: No matter what we do today, we are directly confronted with advertising and content from companies in many different places. Be it billboard ads at the bus stop in the morning, the Instagram ad for the latest shower gel or TV commercials on television in the evening. Whether online or offline, we are constantly confronted with products, offers and brands. For companies, this high amount of advertising content is a major challenge. You must stand out from the crowd and be remembered by customers and prospects. One way this can be achieved is to personalize advertising content, which can be implemented well and easily, especially in personal mailings.

Personal contact in the anonymous online world

Especially on the Internet, there are many opportunities to reach the target group and place advertising and content. For every interest group, there is a platform or niche that can be served by companies. Nevertheless, companies often choose a very impersonal way of communication due to the large number of users. We customers are confronted with general banner ads or chat bots, which are usually not characterized by personal or interpersonal exchange. However, this personal component, such as being addressed with your own name or a personal message, has very positive effects on customers. It is reminiscent of contact between two people (and not between man and machine) and creates a sense of familiarity and appreciation.

Digital mailings and newsletters

This personalization can be implemented particularly well and easily, especially in digital mailings such as newsletters. The collected customer data can be ideally used here and used for personalization. For example, the names and place of residence of customers or previous purchases, shopping carts or click behavior on a website or in a shop system can be used. Based on this information, not only the title but also the content of the email can be perfectly tailored to the recipient. This not only builds trust and better customer loyalty, but also usually leads to a higher opening and interaction rate as well as increased purchase intent among customers.

Print is not dead — personal mail mailings

In addition to applications in the digital advertising world, personalization is also suitable for print campaigns and print mailings. Brochures, letters or flyers sent by post are individually adapted to the recipient. An easy way to do this is to use the information from the address data. In this way, a personal salutation and local personalization (such as the closest possible service locations to the place of residence) can be made from the address alone.

Using a serial email, this content is individually printed by the selected printer and can then also be sent directly. Although the costs for such individual print productions are usually higher than standard direct mail, their impact and the attention received are generally significantly higher. It is important to weigh the costs against the benefits and make a decision accordingly.