Most people receive direct mail whether they solicit it or not. It seems like a growing commonality for us all to complain about it and remove ourselves from mailing lists. Recently AOL posted an article with advice from Privacy Rights Clearinghouse regarding how to limit the amount of unwanted direct mail a consumer receives, but not without initially pointing out a successful outcome of a “direct mail campaign.”
The article illustrates the success of one specific campaign, featuring recent Golden Globe nominee Geoffrey Rush. In an unorthodox move the production team for The King’s Speech decided to send the full script directly to Rush’s home address in Melbourne, Australia. While this type of solicitation is not the preferred method of communication, the bold move caught Rush’s attention and ultimately he agreed to sign on for the film.
This is obviously not a normal circumstance and the average consumer is not receiving screenplays as “junk mail.” However, what is most important to note here is that this direct mail piece was relevant and customized for Rush, reducing the chance that he would toss it in the trash. This should make the case for marketers: if you only send me what I am interested in, I will be much more likely to pay attention.
We are seeing this global trend of relevant and customized communications in direct mail and all forms of communications more frequently as we move into 2011. Companies are realizing that they have customer data available and are putting it to use by creating relevant, timely communications.
Utilizing customer data enables companies to deliver direct mail pieces that are relevant to the audience, thus removing your communication from the “junk mail” category. It would be great if we didn’t have to fish through “junk mail” to find the customized pieces. Precision Marketing is the solution for delivering relevance, regardless of channel. Together, we can move “junk mail” into extinction!
Best,
Amanda Thall
Global Solutions Marketing Manager
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