Personalised direct mail2017-10-20T16:12:01+00:00



Print is an underused channel – there is little competition for your customers or prospects attention via their letterbox. Through digital media, email marketing and social media, brands are streaming messaging to the point that people are unsubscribing and ‘unfollowing’ to escape the noise. Couple to this extraordinary opportunity the fact that ‘millenials’ have no experience of print but have a ready expectation of personalised experiences and that print has uniquely tangible properties which help to generate an emotional response that other channels cannot match; you’ll wonder why you haven’t tested this channel before!?

The DMA recognises that printed direct mail, although seemingly higher in cost to create and send, does deliver a lower cost per acquisition than any other channel and can boost response further as part of a cross-media marketing campaign using many media to create a better user experience. Data available for direct mail lists is much more mature where email data is still unreliable. Starting your own in-house list is extremely important.

Personalised direct mail is not limited to big business!

Starting with basic data, that we can help you start collecting, even small businesses can create intelligent direct mail campaigns that build data and help to grow data that can be utilised with other media channels such as email marketing and social media. Go further than simple name and address personalisation by applying intelligent logic based variables to vary graphics, offers and layouts for each recipient. With personalised printing the possibilities to create targeted, relevant communications are limited only by the imagination.

It doesn’t have to be big or expensive to be effective!

You can start with simple postcard marketing which is proven to be the most read or scanned printed mailer. They don’t take much time to read and a well written short message will be as effective as the messages you send via social media or emails. A6 postcard marketing is the cheapest form due to size and postage costs but you can stretch to oversized A5 format which will get more attention. (Postcards particularly suit the travel and tourism industry). Both images and text can be personalised to the recipient making the mailer novel and the recipient feel more valued. By easily integrating other media such as a website landing page, you are providing a means by which to measure the response rate of your mailing. Lumpy mail or dimensional mailing has also proven to be a great success that can outperform standard mailings by 250% (DMA).

Work with ‘Print Champions’

We have lots more to tell you – Fidelity’s advanced print solutions will help you get more from print.  With our advanced knowledge and technologies, beyond the average printer, we can show you how to use new marketing techniques to get better results from your print budget. If your print provider is not offering you these solutions, it’s time to join the 21st century!

If you would like to investigate using personalised direct mail please contact Louise Hodge on 01234 907907 or email

Image personalisation – catchy but cheesy!

There are many ways to catch the attention of your recipient using VDP but image personalisation has to be the most amusing. We consider it a bit cheesy but that’s probably because we notice it around more and we’ve definitely seen examples of it being used badly. Done correctly and for the right reasons and with the correct audience – it works very well and will certainly deliver much higher response rates.

QR Codes

Code readers are increasingly being pre-installed on smart phones such as Apple’s iPhone, Android and Symbian. These codes are a handier way of getting to a website than typing in a URL and can be customised for different marketing campaigns, media, locations or even individual recipients. Using an analytics dashboard it’s possible to track where users have clicked in from. For the first time it can be shown that someone has been influenced directly by print. Imagine knowing which particular poster piqued a passer-by’s interest or which edition of a magazine someone responded to.

Personalised Purl’s (PURL’s)

PURL’s bring direct mail and the internet together in an online offline marriage. Placing a PURL on a mailer or email maximises the power of the internet for that medium. Unique web pages for each individual recipient creates a personal and engaging tactic that will get many recipients clicking through.
If you would like to make budget busting improvements to your print, please contact us to discuss the range of solutions we can offer.