The better tailored the mailshots, the greater the ROI

New statistics from Birmingham-based direct mail fulfilment and print management services provider bakergoodchild have revealed that designers, agencies and marketing brands can get the best results from printed direct mail by offering more personalized content. In a statement sent to Post&Parcel today (21 September), bakergoodchild said that there are several ways that companies can improving their ROI and attract and gain customers attention via direct mail.

According to bakergoodchild: “There is a definite green or environmental advantage to be gained, with customers more likely to respond to a specifically targeted and personalised item, thereby reducing wastage. As bakergoodchild only deals with ISO 14001 accredited suppliers, there is a guarantee that materials will have been sustainably sourced, thereby ensuring that products, such as paper, will have come from forests that have been properly managed. All of which can all help to increase response rates.

“Other key factors include a tailored and personalised content, with the latest offers and promotions being highlighted, all of which help to increase the customers perception of the company targeting them. Acknowledgement and thanks for previous purchases are also appreciated, as is accurate and correctly addressed information so clean and verified data is particularly vital, all of which help to increase customer satisfaction and provide a tangible ROI.

“Statistics provided by bakergoodchild have found that 98% of customers found personalisation a principal factor, whilst 68% revealed that image personalisation helped to enhance a direct mail campaign, and some 56% of consumers said they would be more inclined to use a retailer if the personalised experience was of a good standard. The better tailored the mailshots, the more likely you are to see a good ROI.”

More advice on this subject can be found on bakergoodchild’s website at: https://www.bakergoodchild.co.uk/infographics/