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Don’t Ignore the Benefits of Non-Variable Direct Mail
September 27, 2007

Regular readers of this space know that we at The Industry Measure are bullish on the notion of 1:1 personalized printing. Studies have shown that response rates go up when direct mail is personalized, ROI increases…etc. You know the drill. But, the choice of variable vs. static isn’t always a given. When considering your direct marketing:

• Think about who you want to reach
• Think about who you are likely to reach
• Does a 1:1 personalized mailing reduce what I call the “serendipity factor”?

Here’s what I mean.

Too often, analysts and consultants pore through case studies and data and ignore their own behaviors. After all, we may be industry experts, but we are also more or less average consumers. So a recent experience of mine got me to thinking about the static vs. variable issue, and the respective benefits of each.

Some months ago, I toyed with the idea of joining a gym. But it was just a case of moderate motivation, one of those vague “yeah, it’s something I should do” kinds of things. Between the rigors of work and all the other responsibilities of life, I put it off. But then, a week or so ago, I received a postcard in the mail from a local health club I had never heard of. It was completely unpersonalized, and was simply addressed to “Our Neighbors At” but it was nicely designed, professionally printed, and, most importantly, had an offer of “$0 enrollment plus 3 free personal training sessions.” It was exactly what I had been looking for, with what I thought was a sweet offer. So, while running errands, I thought I would stop by and check it out.

I met some of the staff, got a tour of the facility, and met the owner (who was overjoyed that his postcard mailing had worked, in at least one case). Everyone was very nice, they had some good programs and equipment, so I signed up on the spot for a six-week trial membership. It’s been a week so far and I am really enjoying it and feel better already (well, except for the muscle pain).

All because of static direct mail.

Or was it static direct mail? Actually, it wasn’t. Further investigation showed that the mail piece was personalized, just not for the recipient. It was produced by a company called MembersToday.com, which specializes in direct marketing for the health industry. Individual fitness clubs select a general template and can upload all their individual specs—logos, address/phone number, map, and services they offer—and the pieces are printed and mailed using an “offset shell” approach.

But for me as the recipient/prospect, it was the offer and the timing that were the two most important elements, and there is nothing that more direct personalization would have added that would have made it any more appealing. (I am not impressed by seeing my name in print.) In fact, I could think of ways that it would have made it less appealing like, for example, if they had managed to get my weight from some database or other (I’m sure it exists out there somewhere) and use it on the postcard to point out my need to join a gym. The ridiculousness of that idea points out that not every industry or type of business can benefit from 1:1 marketing.

This also highlights what I call the “serendipity factor.” Marketers can target and refine their promotions as much as they like, but getting appealing promotions in front of a willing audience is often a case of sheer luck. Industry experts often scratch their heads and wonder why the catalog publishing industry hasn’t embraced 1:1 personalization, and that’s because serendipity often works in catalogers’ favor. People move a lot these days, and catalogs still come to homes long after their addressees have moved. (I have actually bought things from catalogs that came addressed to previous residents of my house.) If catalogs are too targeted, they miss out on appealing to other potential customers.

The same with a postcard mailing.

So the take away from all this is to not assume that direct personalization is always the best solution. Does pinpoint marketing get you more or less than you would get with a broad campaign? Is there a sweet offer involved? The answers to these questions will differ by business/industry, but are important questions to ask when planning a marketing campaign.

Posted by Richard Romano on September 27, 2007 | Comments (1)