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Direct Mail
December 12, 2023

Best Direct Mail Campaigns: Personalization

by 
Stephanie Donelson

Each month we feature some pieces from our best direct mail campaigns collection that inspire our own direct mail marketing efforts, and we hope they inspire yours as well. 

Today, we’re highlighting three brands that are nailing it when it comes to personalizing their direct mail marketing campaigns. 68% of consumers are more likely to engage with a message/communication from brands that are personalized to them, according to our 2023 State of Direct Mail Consumer Insights

See how these brands are using personalization to the best of their ability to create winning direct mail campaigns in this blog post!

Postcard from Lewis & Clark College
Postcard from Lewis & Clark College
A personalized direct mail campaign from Lewis & Clark

Lewis & Clark

Lewis & Clark College, a private liberal arts college, is using direct mail to reach prospective students. Let’s see what elements are working in this direct mail campaign:

  • First name: This mailer does use the recipient’s name to get their attention, and uses it both on the front and back. Lewis & Clark also taps into people’s curious natures as it asks a question, “guess what?” after using their name. Guess what? That’s a great way to get the recipient to keep reading.
  • QR code: Lewis & Clark is making it easy on the prospective student to apply by supplying a QR code (also having it on the mailer twice), as well as a shortened URL.
  • Bulleted copy: The mailer has a bit of text but it’s laid out with bullet points which makes it super easy to scan and digest. The benefits of applying now are clearly listed. Plus, we noticed that bit of FOMO Lewis & Clark threw in there with the “don’t miss out” verbiage right before the call to action. 
  • Imagery: Lastly, Lewis & Clark did a good job picking the imagery on the front as the text pops against the blurred image, but still shows off the campus. And the plain white background on the back of the mailer isn’t distracting. The recipient can focus on the words on the page. 
Mailer from T-Mobile
A personalized customer acquisition direct mail campaign from T-Mobile

T-Mobile

T-Mobile, a telecommunications company, is going the extra mile and personalizing letters in its customer acquisition campaigns. Personalization isn’t just for current customers! Let’s take a closer look at this personalized direct mail campaign: 

  • First name: The mailer does use the recipient’s first name (blurred out for privacy), and tells them there’s a special offer just for them. 
  • Upfront pricing: T-Mobile is making it easy on this prospective customer to decide if the offer is right for them by being clear and upfront with its pricing and offer for a free 5G phone. 
  • QR code: If the recipient isn’t interested in this deal or wants more information on it, they can easily scan the QR code in the bottom right-hand corner.  
  • Bold text: Not only are the exclusive perks and benefits laid out in a list format, T-Mobile also bolds specific text to draw the recipient’s attention to it. 
  • Value prop: T-Mobile is practicing the rule of three with its repeated use of the word “free” to show the immediate value the new customer will get: A free 5G phone (mentioned twice) and the free ScamShield app. 
Woman on postcard from White House Black Market
Postcard from White House Black Market
A personalized postcard direct mail campaign from White House Black Market

White House Black Market

White House Black Market (WHBM), a fashion retailer, sent a customer retention mailer with some personalization variables included. Here’s why this mailer works:

  • First name: We’re three for three with our picks for the best direct mail campaigns this month! Every single one used the recipient’s first name to get their attention.
  • Colors: The colors are extremely on-brand for WHBM with a white and black color scheme on the back of the mailer. It makes it easy to read and easy to find what WHBM is offering its customers.
  • QR code: If the recipient is ready to start shopping right after getting this mailer from the mailbox, they can do so by scanning the QR code. Or, customers can take this mailer into a store with them next time they shop and still get the deal. 
  • Secondary CTA: The main call to action is getting $25 off a next purchase, but WHBM also includes an opportunity to save even more by signing up for texts. 

Direct mail personalization in practice

Want to continue learning about personalization best practices in direct mail marketing? Download your copy of the eBook: The Modern Marketer’s Guide to Personalization

Cover for eBook: The Modern Marketer's Guide to Personalization

Recommended resources

Direct Mail Marketing Cheat Sheet

Lobcast Podcast: Personalization & Pina Coladas

Key Takeaways: Data-Driven Direct Mail Personalization Best Practices Webinar

Best Direct Mail Campaigns: Birthday Marketing

5 Things To Try in Your Direct Mail - Based on Real Results

Meet your marketing goals one direct mail campaign at a time

When it comes to creating a great direct mail campaign, you don’t have to start from scratch. Explore our best direct mail collection to find ideas of what you can incorporate into your next mailpiece or what elements you should be testing to further optimize your own marketing campaigns.

Curious to learn more about using direct mail alongside email marketing in your organization? Talk to one of our direct mail experts to see how easy it is to get started with Lob’s direct mail automation software.