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• A thank you for a first purchase.
• The first anniversary as a customer.
• The number of years a recipient has been a customer.
• An opportunity to make a repeat offer of a specific product previously purchased.
• Recommending related products to purchase.
• The number of purchases made in the past.
• The date of a recipient's first or last order.
• References to previous mailings.
• Geographical references.
• Date of a telephone contact.
• The name of the telephone operator with whom the customer talked.
• Amount of a previous donation to a charity.
I've personally used every form of personalization for prospects and customers mentioned above,
often in head-to-head tests against non-personalized versions. And, in every single test, the personalized
letter produced greater response than the non-personalized version.
Although the recipient may be aware that personalization has been added by a computer, there is
still a bit of magic about such letters for they say, in effect, "you have been specially selected to
receive this message."
Not all copywriters — even some of the top names in the direct mail letter writing field — understand
the intricacies of computer personalization. Writing successful personalized letters requires
a unique set of skills, but if you haven't already tested this results-enhancing technique, you owe
it to yourself to at least give it a try.
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