One of the biggest advantages of direct mail is the ability to personalize your mailings. But you should test personalization in small mailings before making a major investment in a larger direct mail campaign. Here’s why: While personalization almost always increases the response rate, it does not always increase it enough to pay for the added cost.

Any or all elements of a mailing can be personalized, from the outer envelope and sales letter to the order form and even the brochure. Mail elements are personalized using laser or ink-jet technology. Personalization can go way beyond the prospect’s name; it’s limited only by the information you have on each recipient in your mailing list or database. A mortgage broker had great success personalizing a direct mail letter on refinancing. It referenced not only the prospect by name but also the balance on his or her current mortgage.

A recent advance in direct mail is variable-data digital printing. Printers with this capability can personalize brochures, posters, and other four-color promotions.

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