search weareyeomans.co.uk


Why Direct Mail must be Personalised

By Claire Fuller | Print Marketing Copywriting | 13 July 2016

Anyone involved in direct marketing knows that the more direct you can be in reaching and talking to your target audience the better response you’ll get. Personalisation and relevancy are therefore key to your campaign's success.

In real terms, personalisation can mean anything from simply naming the addressee on an envelope and within a letter, to creating a marketing piece, fully personalised with relevant content, based on data-driven preferences supplied by the recipient (or high quality research made by the marketer!).

The most obvious elements of personalisation are the ones people care about the most

The No.1 reason people open addressed post is that it’s personally addressed to them.

The reverse is also true – many people throw away addressed post if it’s not personally addressed to them.

But what level of personalisation really matters to people?  According to Experian’s “Top Marketing Statistics for 2016” different levels of personalisation can have a great influence on the impact of a marketing campaign.

What do consumers feel about personalisation?

The top three uses of personal information according to consumers:

  1. Providing you with discounts on things you have bought in the past (54%)
  2. Providing you with discounts on your birthday (53%)
  3. Informing you of deals or information relevant to your closest store (56%)

Other feelings about personalisation:

  • 27% of respondents were happy for their data to be used to provide information on products similar to past purchases
  • 21% said they’d be happy for their data to be used for prompts for items that may need to be purchased on a regular basis
  • 31% agree with receiving personalised messages wishing them a happy birthday
  • 53% agree with receiving personalised messages offering them a birthday discount

Personalisation – The facts

  • Emails sent with personalised subject lines are 7% more likely to be opened than emails sent with blanket subject lines
  • 86% of UK brands are currently personalising their communications to some extent
  • 61% of UK marketers are personalising basic data like first names
  • 42% of UK marketers are personalising based on behavioural data, like past or abandoned purchases (and 5% intend to personalise in this way) whilst 9% of UK marketers are personalising based on more sophisticated attitudinal data

Yeomans Top 5 tips for personalising direct mail

  1. Get the name and address right.
  2. Use the recipient’s name in the letter (tests show that using it more than once is effective too)
  3. Use information you know about the recipient (e.g. what they gave to you last time)
  4. Use relevant images. (e.g. images of familiar products, their local area)
  5. Make it gender personal (e.g. the offers, images and language you use)

Need more help getting personal with your supporters?  Then please talk to Phil.

See some of our personalisation work here


This article refers to an article previously published on the Yeomans blog

Contact Us


Add new comment

Restricted HTML

  • Allowed HTML tags: <a href hreflang> <em> <strong> <cite> <blockquote cite> <code> <ul type> <ol start type> <li> <dl> <dt> <dd> <h2 id> <h3 id> <h4 id> <h5 id> <h6 id>
  • Lines and paragraphs break automatically.
  • Web page addresses and email addresses turn into links automatically.

related posts

Field of poppies
Armistice Day - We will remember them Posted by Claire Fuller Date: 07 11 2018

This week as remembrance services take place across the country during the centenary year of the first World War we're remembering the legacy that the generation of the First World War left behind and saying “Thank You” for their service and sacrifice.

Read More
Yeomans really is MAD and this is the reason why... Posted by Claire Fuller Date: 20 09 2018

We’ve enjoyed compiling the following infographic highlighting the impact our clients have made over a year and the part that we’ve played in helping to support, equip and encourage them in Making A Difference (MAD). How could we help you?

Read More
Not all briefs need to be pants
Not all briefs need to be pants! Posted by Claire Fuller Date: 10 09 2018

How often have you briefed a project to your team & found the end result wasn't quite what you expected? Our template for writing briefs is here to help!

Read More
Hands of child and adult holding a red heart
Should Young People be a target audience for your charity? Posted by Claire Fuller Date: 03 09 2018

Recent research has suggested that young people should be a desirable target audience for the fundraising campaigns of many charities, but how can you engage the next generation of supporters without forgetting your current, vital supporters too?

Read More
Time flies
How Time Flies! Posted by Andy Quickende… Date: 15 08 2018

It’s been nearly 3 months since GDPR finally came into UK law – how time flies! To help ensure your data is up-to-date and legal we’ve produced a helpful “Data Best Practice” information sheet that offers some handy tips and can be downloaded from our resources page.

Read More
Being immersed in a story
Why stories are so important to charities Posted by Andy Heald Date: 10 08 2018

Stories become catalysts to inspire and move people to act - making the world a better place for those in need. Find out why stories are more effective than bare facts.

Read More
Hands up for applicants
Opportunities like this are rare... Posted by Claire Fuller Date: 18 07 2018

We are currently looking for an Account Manager to join our busy Client Services team. Could it be you? Find out more about the role and how to apply.

Read More
Alarm clock wake up
What gets you out of bed in the morning? Posted by Claire Fuller Date: 12 07 2018

What drives you to take certain actions, or support particular causes? It's interesting to discover how worldviews can shape behaviour throughout life and how this could have a real impact on relationships with supporters

Read More

Yeomans Press Limited, trading as Yeomans. Registered in England and Wales. Company Registration No. 5306145
Website Terms & Conditions | Room Hire Terms & Conditions | Privacy Policy | Cookies Policy
Data Protection PolicyFundraising Compliance Statement | Modern Slavery Statement