Personalize Marketing

On average you should expect 1-2% response rates on your direct marketing piece. So why do 98% of people throw the postcard away?

It is because they have no connection to the marketing piece and are bombarded with 5000+ marketing messages everyday.

To stand out and get your message read you need to create a connection. Talked directly to the person by personalizing the marketing message.

You can personalize each postcard you send to include their name, different photos/message if male/female and direct them to different websites.

Here is a headline I received on a postcard recently.

We will solve all of your Heating and Air Conditioning Needs…call 555-555-5555 to get more information.

If we personalized that postcard it could read:

Clint, we will solve all of your heating and air conditioning needs.. visit www.xxxxxx.com/clint.steiner.html to receive a special offer.

You have created a connection with the recipient and they are more likely to visit that URL to find out about the special offer. When they go to that page it will be personalized to them and it can even have different offers depending on the person.

You will instantly receive a notification when they visit the page so you could call the person while they are still reading the offer - that creates CONNECTION. Go one step further and send that recipient a Thank you card automatically just for visiting your website.

Using these techniques you can increase your direct response rates from 1-2% to 10-30%.

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