• Although the vast majority of print buyers were customizing at least some of their printed marketing materials, there is still much room for improvement as less than a quarter of print communications are customized beyond name and address
• The desire for personalization exists across all channels, regardless of whether they are physical or digital.
• When consumers were asked about the factors that contributed to their decision to review a piece of direct mail, personalization was a key differentiator.

By Eve Padula

Introduction

In the constant battle for consumer attention, marketing managers have a variety of communication options—digital and physical—for reaching their customers. In today’s world, marketing is a continual struggle over which methods (or combination of methods) will work best for attracting new customers and retaining existing ones. Ongoing research from Keypoint Intelligence provides actionable insight on what consumers value in the communications they receive across various channels. Despite ongoing concerns about data security and privacy, consumers still expect a personalized experience from the firms that they do business with. This article explores how personalized communications can foster loyalty, increase customer engagement, and ultimately deliver the best possible experience.

Getting Noticed with Personalization

Marketers understand that customized communications, regardless of format, attract attention. According to research from Keypoint Intelligence, the vast majority of print buyers (97%) were customizing at least some of their printed marketing materials. At the same time, however, there is still much room for improvement as less than a quarter of print communications are customized beyond name and address at this time. Encouragingly, about 60% of print buyers that are using customization expect it to increase over the next 3 years. Meanwhile, only 18% expect the share of customized print communications to decline.

Figure 1. Customized Print 

This trend toward personalized print extends to packaging as well. According to Keypoint Intelligence’s most recent direct marketing communications business survey, virtually all firms that shipped items to consumers included printed communications inside the parcel that was shipping. What’s more, 98% of these printed communications included in the packages were always or sometimes personalized for the recipient.

Figure 2. Personalized Print in Parcels

Consumers Notice Personalization Too!

On the consumer side of the equation, research from Keypoint Intelligence’s Customer Communications Consulting Service has consistently shown that personalization is critical to a positive customer experience. When consumer respondents to Keypoint Intelligence’s annual transactional communications research were asked about the factors that contributed to their decision to review a piece of direct mail, personalization was a key component for all respondents. As shown in the Table below, however, personalization really made direct mail stand out for younger consumers. It ranked as the top response for consumers under 26, even surpassing interest in the product or company.

Table 1. Top Factors that Contribute to Reviewing Direct Mail

Personalization is clearly important for the younger demographic, so savvy marketers have an opportunity to customize their messaging in a way that will attract attention. This will help ensure a good customer experience that can foster loyalty as these younger consumers move further into adulthood.

The Bottom Line

Regardless of whether a printed or digital channel is used, marketing communications that are personalized beyond name and address are in higher demand as consumers want—and often expect—to receive relevant messaging. Personalized messages work best when they come from a familiar and trusted sender where a relationship has already been established, but marketers can find ways to personalize for new prospects too. Small references to the recipient’s interests (based on website visits or purchases), needs, and/or physical location can be enough to shift the scale from a generic message to one that is relevant, personalized, and attention-grabbing.

Eve Padula is a Senior Consulting Editor for Keypoint Intelligence’s Production Services with a focus on Business Development Strategies, Customer Communications, and Wide Format. She is responsible for creating many types of content, including forecasts, industry analyses, and research/multi-client studies. She also manages the writing, editing, and distribution cycles for many types of deliverables.