Individual customer contact through personalized mailings

We all know it: no matter what we do these days, we are directly confronted with advertising and content from companies in many different places. Be it the billboard at the bus stop in the morning, the Instagram ad for the latest shower gel or the TV ad in the evening. Whether online or offline, we are constantly confronted with products, offers and brands. This high volume of advertising content poses a major challenge for companies. They have to stand out from the crowd and be remembered by customers and potential customers. One way to achieve this is to personalize advertising content, which is particularly easy to implement in personal mailings.

Personal contact in the anonymous online world

The Internet in particular offers many opportunities to reach the target group and place advertising and content. There is a platform or a niche for every interest group that can be served by companies. Nevertheless, due to the large number of users, companies often choose a very impersonal way of communicating. We customers are confronted with general banner ads or chat bots that are usually not characterized by personal or interpersonal exchange. However, this personal component, such as addressing customers by their own name or a personal message, has a very positive effect on customers. It is reminiscent of contact between two people (and not between man and machine) and creates a feeling of familiarity and appreciation.

Digital mailings and newsletters

This personalization can be implemented particularly well and easily in digital mailings such as newsletters. The data collected on customers can be ideally used here for personalization. For example, the customer's name and place of residence or previous purchases, shopping baskets or click behavior on a website or in a store system can be used. Based on this information, not only the salutation but also the content of the email can be perfectly tailored to the recipient. This not only builds trust and better customer loyalty, but also generally leads to a higher opening and interaction rate as well as increased purchase intent on the part of the customer.

Print is not dead - personal mailings

In addition to the possible applications in the digital advertising world, personalization is also suitable for print campaigns and print mailings. Here, brochures, letters or flyers sent by post are individually adapted to the recipient. An easy way to do this is to use the information from the address data. For example, a personal salutation and local personalization (such as the nearest possible service locations to the place of residence) can be made from the address alone.

These contents are printed individually by the selected print shop using a serial mail and can then be sent directly. Although the costs for such individual print productions are usually higher than standard direct mailings, their impact and the attention they attract are generally much greater. It is important to weigh up the costs against the benefits and make a decision accordingly.