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This blog is devoted to keeping W2Psoftware customers aware of the latest developments of the software and tips how to get it to do what you want.

Personalization Is Key To Effective Marketing Documents

Doug Mayer - Tuesday, October 09, 2012

Study Shows Personalization Exceeds Other Factors In Improving Direct Mail Response Rates

In 2004 there was study made by InfoTrends/CAP Ventures entitled The Impact of Color in Graphic Design.  Though the basis of this study was to show how important color is in increasing the response rates of direct mail campaigns, it actually shows how important personalization is.  Personalization of the direct mailer was the most important factor in driving up response rates.

Some of the results of the study are as follows:

Color Scheme

Personalized

Response Rate

Black & White

NO

1.0%

Black & White

YES

1.5%

Full Color

NO

1.5%

Full Color

Yes (Name Only)

2.0%

Full Color

Yes (Deep Personalization)

6.5%

Clearly, the direct mail campaigns with the deep personalization had a significantly higher response rate than any other campaign.  Adding color to the mailer generally increased the response rate by only 0.5%.  Adding personalization, however, increased the response rate by 4.5% to 5.5%.   That's huge!  When you consider that the average direct mail campaign only has a 2-4% response rate, a response rate of 6.5% is most significant.

With W2Psoftware web to print marketing portals you have the ability to offer to your customers the personalization that can make the marketing document most effective.  Contact us for more information.  425-502-5306

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