There’s nothing necessarily wrong with addressing your direct mail to “Occupant,” but a recent informal study of mail trends conducted by DirectMarketingIQ uncovers the skyrocketing appeal of personalized mail. Poring over its “Who’s Mailing What!” archives, DirectMarketingIQ learned that in 2009, 28% of mail pieces were personalized. In 2010, that figure jumped to 34%, marking a remarkable 21% increase.
But last year, personalization saw even bigger increases, with seven of the 10 months studied registering variable data printing (VDP) usage even higher than 34%. Spikes occurred in February and May 2011, when VDP-enhanced mail peaked at 41% of all mail. Overall, the 2011 numbers represented a 46% leap from 2009 levels.
Those increases were enough for DirectMarketingIQ to declare personalization/VDP the 2011 direct mail Trend of the Year. “It’s clear that the personalization/VDP trend is not going away,” a report from the group concluded. “Companies and organizations are using prospect data in order to personalize their mail more than ever.”Personalization