Personalizing Direct Mailings

Personalization/Targeted Ads

Results regarding personalization from the InfoTrends/CAP Ventures, The Impact of Color in Graphic Design report.  The study compared consumer response rates to a range of different direct marketing creative executions. 

Select findings:

• A black-and-white piece with no personal information yielded a 1% response rate
  
  
• A black-and-white piece with personalization yielded a 1.5% response, as did a full color piece with no personalization
  
  
• A full-color piece with name-only personalization boosted response to 2%
  
  
• A full-color piece with deeper personalization, in the form of a purchase history, yielded a response rate of 6.5% — well above the standard direct mail response rate of 2 to 4%.

Source:  InfoTrends, InfoTrends/CAP Ventures Analyzes the Impact of Color in Graphic Design, Direct Mail & Transaction Documents, April 27, 2005.