When you check the mail, how much of what’s inside your mailbox actually makes it inside your home? Not much, probably. Most of it ends up in the trash or recycling bin before it even crosses the threshold. But there are ways to change that.
To increase the likelihood of getting your direct mail into someone’s house (and hopefully onto their desk or countertop), make sure they’re personal and memorable. Adding a personal touch can transform your mailers from mere paper to something that resonates with your recipients.
Share Something About Yourself
Don’t be shy—share something about yourself! People connect with stories and personal experiences. I still remember a two-page monthly newsletter I received from a local real estate agent in a neighborhood we only lived in briefly. The agent’s monthly newsletter featured a photo of her with her Golden Lab. Each month, the dog photo changed based on the season or holiday. I started to look forward to her newsletter to see what the dog was wearing each month!
This personal touch made the agent stand out and created a sense of familiarity and trust. It’s like when insurance agents use their photo on their postcards—even business cards. This makes them stand out from the crowd, transforming them into a brand rather than just a name on some stationery.
Why Personal Touches Matter
There’s an old saying: people buy from those they know, like, and trust. Adding personal touches to your mailers will help you get remembered. This will bring you more and better responses. Here are a few ways to add a personal touch to your mailers:
- Use Personalized Elements: Include your name, photo, and a personal message. This shows that there’s a real person behind the mailer.
- Tell a Story: Share a short anecdote or story about yourself or your business. This can create an emotional connection with your audience.
- Highlight Local Connections: If you’re part of the local community, highlight that. Mention local events, landmarks, or anything that ties you to the area.
- Include Testimonials and Success Stories: Showcase feedback from satisfied customers. This will help you build trust and credibility. Personal stories of success can make your message more relatable.
- Seasonal or Holiday Themes: Just like the real estate agent’s dog photos, you can use seasonal or holiday themes to keep your mailers fresh and engaging. This shows that your mail is current and relevant.
- Handwritten Notes: If possible, include a handwritten note or signature. This adds a personal touch that can’t be replicated by a machine.
The Benefits of a Personal Touch
Adding a personal touch to your mailers has several benefits:
- Increased Engagement: Personalized mailers are more likely to be read and remembered.
- Higher Response Rates: People are more likely to respond to mailers that feel personal and genuine.
- Enhanced Brand Loyalty: Creating a personal connection can lead to long-term customer loyalty.
- Better Customer Relationships: Personal touches can help build trust and rapport with your customers.
Bottom line, making your mailers personal and memorable is a powerful strategy to increase engagement and response rates. When you share a bit of yourself and add personal elements, you can turn a simple mailer into a meaningful connection.
Remember, people buy from those they know, like, and trust—so make sure your direct mail reflect the real you.