Wondering whether personalization is really the competitive advantage people say it is?<\/p>\n
New research tells us that the answer to both questions is YES. Forty-four percent of respondents say that personalized marketing campaigns have increased their response rates\u2014on average, by 16%.<\/p>\n
Not only this, but if you aren\u2019t personalizing your direct mail, you\u2019re at a competitive disadvantage.<\/p>\n
The research, titled \u201cPersonalization is Pushing the Envelope,\u201d conducted by NAPCO Research, came from more than 1,300 marketers in a wide variety of industry verticals, from education to manufacturing to financial and nonprofit. Overall, researchers found that two-thirds of campaigns marketers are sending are either personalized or segmented. Of those, the split is even between fully personalized (35%) and segmented (31%). Only 34% of marketers are using the mass media approach.<\/p>\n
Historically, most personalization used to be the simple kind: name only (\u201cDear <<FIRST NAME>>\u201d). Today, the study finds, highly personalized mailings, defined as those including variable images, text, or large portions being fully dynamic, have become mainstream. In fact, 27% of marketers are using this level of personalization. Twenty-six percent are using custom text and offers.<\/p>\n
Of course, it takes more investment to produce personalized mailings than static or segmented ones, but marketers are seeing the results. Overall, 44% of respondents say that personalized marketing campaigns have increased their response rates\u2014on average, by 16%.<\/p>\n
Importantly, however, high percentages of marketers are still not tracking their results. One of the segments with the lowest percentage seeing a benefit to personalization, for example, is nonprofits (41%), yet these same organizations are also the most likely to say they don\u2019t know whether personalization helps or not (39%). Conversely, retailers are the most likely to be tracking their results (78%), and among this group, the percentage that say they are benefiting from personalization rises to 55%. You don\u2019t know if it\u2019s working if you\u2019re not tracking!<\/p>\n
The takeaway? <\/strong><\/p>\n In today\u2019s competitive marketing environment, personalized and segmented marketing works. But when you personalize, track. It\u2019s critical to know what\u2019s working and what\u2019s not. This way, you can justify your additional investment and tweak your campaigns to produce the greatest possible return.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Still thinking about personalizing your direct mail campaigns but aren\u2019t sure it\u2019s worth the investment? Wondering whether personalization is really the competitive advantage people say it is? New research tells us that the answer to both questions is YES. Forty-four percent of respondents say that personalized marketing campaigns have increased their response rates\u2014on average, by […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[18],"tags":[28,25],"class_list":["post-2424","post","type-post","status-publish","format-standard","hentry","category-blog","tag-digital","tag-direct-mail"],"_links":{"self":[{"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/posts\/2424","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/34.94.80.94\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2424"}],"version-history":[{"count":0,"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/posts\/2424\/revisions"}],"wp:attachment":[{"href":"http:\/\/34.94.80.94\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2424"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/34.94.80.94\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2424"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/34.94.80.94\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2424"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}