Individual customer contact through personalized mailings

We all know it: no matter what we do these days, we are confronted directly with advertising and content from companies in many different places. Be it the poster advertising at the bus stop in the morning, the Instagram ad for the latest shower gel or the TV advertisement from the TV in the evening. Whether online or offline, we are constantly confronted with products, offers and brands. This large amount of advertising content poses a major challenge for companies. They must stand out from the crowd and be remembered by customers and prospects. One way in which this can succeed is the personalization of advertising content, which can be implemented well and easily, especially in personal mailings.

Personal contact in the anonymous online world

The Internet in particular offers many opportunities to reach the target group and to place advertising and content. For every interest group there is a platform or niche that companies can serve. Nevertheless, due to the large number of users, a very impersonal way of communication is often chosen by companies. 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 evokes the contact between two people (rather than between man and machine) and creates a feeling of recognition and appreciation.

Digital mailings and newsletters

This personalization can be implemented particularly well and easily in digital mailings such as newsletters. The collected data on the customers can be ideally used here and used for personalization. For example, the name and place of residence of the customer 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 salutation, but also the content of the e-mail can be perfectly tailored to the recipient. This not only builds trust and better customer loyalty, but usually also leads to a higher opening and interaction rate as well as increased purchase intention on the part of the customer.

Print is not dead - personal mailings

In addition to the possible uses 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. A simple way to implement this is to use the information from the address data. A personal salutation and local personalization (e.g. the nearest possible service locations to the place of residence) can be made from the address alone. Using a serial mail, this content is printed individually by the selected printer and can then be sent directly.

Although the costs for such individual print productions are usually higher than standard direct mail, their impact and the attention they attract are usually significantly higher. It is important to weigh the costs against the benefits and make a decision accordingly.