Practical tips that boost response and ROI
Personalisation is no longer just a nice-to-have — it’s central to direct mail that works. When you move beyond simply printing a name on an envelope and use recipient data to shape message, offer and timing, the results are clear: higher open rates, stronger engagement and better lifetime value. Here’s how to make personalisation pay for your next campaign.
1. Personalisation goes beyond the name
Start with the obvious—name and address—but aim higher. Tailor content by past behaviour (purchase history, event attendance), demographics (age, location), or status (member tier, alumni year, patient type). Show the recipient relevant products, local store invites, course recommendations or donor impact — that relevance is what drives action.
2. Use variable content smartly
Variable Data Printing (VDP) and dynamic templates allow you to change headlines, imagery and offers for different segments without multiple runs. For example, a retailer can vary hero images by region; a university can show campus events relevant to a student’s course interest. Personalised creative feels bespoke — and recipients treat it that way.
3. Make tracking and measurement simple
Measure personalisation by using PURLs, QR codes, unique promo codes or dedicated phone lines. These let you attribute conversions to specific segments and creatives, so you can calculate cost-per-acquisition and true ROI. Start with small pilots, compare response rates and scale the winners.
4. Improve response with timely relevance
Combine personalisation with lifecycle triggers: welcome packs immediately after sign-up, renewal reminders staged by membership expiry, or post-visit follow-ups. Timely, relevant mailings outperform generic blasts because they fit the recipient’s immediate context.
5. Balance personalisation with production efficiency
You don’t need fully bespoke creative for every person — group recipients into meaningful segments (behavioural or demographic) and apply targeted templates. This keeps production manageable while still delivering noticeably more relevance than a one-size-fits-all approach.
6. Protect privacy and stay compliant
Personalisation relies on data, so handle it responsibly. Document your lawful basis (consent or legitimate interest), use secure file transfers, apply suppression lists and log processing activities. Being transparent about data use builds trust — and avoids regulatory headaches.
7. Test creative elements and offers
A/B test variable headlines, imagery and CTA formats to learn what resonates with each segment. Sometimes a smaller discount targeted correctly outperforms a larger blanket offer. Track tests rigorously and use the findings to refine future runs.
8. Consider the long-term value
Personalised mailings often cost a little more per piece, but they typically deliver higher lifetime value through improved retention, upsell and advocacy. Model response against lifetime value (LTV) to set realistic targets and justify investment.
How Herald Chase can help
If you would like to see how personalisation would perform for your audience — from segmentation strategy to tracking set-up and production options — book a free campaign review with our team at www.heraldchase.com.
