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SECTION IX
PERSONALIZED LETTERS
Some of the most effective direct mail letters are those that include elements of personalization in
the body of the letter. Tests have shown such personalization can substantially increase response;
however, there are additional costs involved. Thus, to be truly effective, personalization must
draw enough additional response to offset the added expense.
Unfortunately, about all some direct mail letter writers know how to do is to add a recipient's
name within the body of the copy. While this can be somewhat effective, it seldom produces the
lift in response that occurs when other elements of personalization are added.
There are many elements of personalization which are relatively easy to capture from existing
data bases. For example:
• Using available programs, the Zip Code will enable you to personalize a letter with the
recipient's city, county, area and state. And by overlaying Zip Codes with readily avail
able computer programs, you can include such elements of personalization as the dis
tance between your offices and the homes or offices of customers, your recipient's nearest
airport, locations of close-by dealers, etc.
• The U.S. Weather Bureau provides rainfall and temperature information for each Zip
Code area.
• From the Disease Control Center in Atlanta, you can obtain local, area and state dis
ease statistics.
• License bureaus offer information on makes of automobiles owned.
• Registration bureaus can provide types of airplanes or boats licensed.
• Overlaying magazine subscription lists or organization membership lists will indicate
recipients' specific hobbies and interests.
It's important to constantly keep in mind a possible invasion of privacy when using personalization
in direct mail letters. However, careful use of the types of available non-threatening information
such as the personalization elements listed above seldom raises an invasion of privacy concern.
Even though there are lists that will give you ages, birthdays, names and number of family members,
and other highly personal information, use of such elements of personalization may not only
hurt response, but could easily stir up privacy concerns.
On the other hand, customers are usually flattered when you "play back" information they have
given you. Such personalization can help build a stronger bond between a buyer and seller. Your
internal files should be able to provide you with such easy personalization opportunities as:
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