With the new world of digital printing, your ability to personalize your mailings has increased exponentially.
You can change text and images to match the preferences of each recipient on your segmented list. But does this kind of personalization make a huge difference in results?
This week’s test takes a look at digital personalization.
Test: In this case a mailing was sent to 14,000 retailers of women’s apparel. Half of the group got a generic two-color envelope with a letter that talked to “retailers” in general. The test group received a two-color envelope with a teaser that mentioned “women’s apparel stores.” The letter was also personalized to the actual retailer and featured color photos of a women’s apparel store.
Results: The personalized pieces generated 27% more response.
Do you think you know why?
Let me know what you think—send me an email with your thoughts to inquire@cdmginc.com. We will publish the best responses in our next issue.
A quick note about last week’s test:
Last time we looked at how time affects your prospect list as well as how prospect lists do in comparison to buying an untested compiled list. What we learned was that someone who has shown interest in your company before is more likely to respond again than someone who had not heard of you before.
However, there is time limit on a prospect's interest—so it is important to make a second or even third contact with a prospect within the first few months of the initial response to have the best chance to close the deal.
Interested in more marketing case histories and their results? Click here.