Hyper-personalization in direct mail is a strategic approach where marketers leverage past purchase records, browsing habits, demographic details, and other available data to customize messages and offers for individual recipients. A hyper-personalized strategy can significantly improve the efficacy of marketing endeavors by increasing open rates, click-through rates, and ultimately, boosting sales.
At Summit Direct Mail Inc., the Dallas, TX based company has the capability to produce 2 million personalized pieces of mail per day. The company is a provider of print, mail, and fulfillment services in addition to other multi-channel marketing and digital communication solutions.
“The more personalized you make something, the better it performs and the higher the response rate,” says John Barber, President of Summit Direct Mail. “Every way that you can mail it to make it look personalized, we do it.”
Today, this can include a laundry list of techniques designed to stimulate and track responses to an individual from Unique Offer Codes to Personalized URLs, and intelligent mail barcodes. Outbound phone calls, SMS, and text messages to an individual can be tied to these items.
For example, a custom Personalized QR Code is a unique branded appearance of a QR Code. With customization options like varying colors, patterns, and background, or adding a logo and CTA frame, one can design a unique QR Code that represents the brand. A company’s prospects and customers will scan the QR code on their direct mail postcards, brochures, letters, and envelopes, etc. with a smartphone camera, and they will be immediately sent to a website, personalized landing page (PURL), social media platform, YouTube video, given a digital coupon, and more. The possibilities are endless. Barber says they have seen an increase of over 80% in scans from these codes since 2020 when going online via mobile devices.
To stay at the leading edge of hyper personalization, Summit Direct Mail continually invests in new technologies. Barber says he has worked with MCS to acquire high-speed inkjet systems, high-speed inserters, and TK 1000 high-speed web press.
A leading supplier of high-speed mail manufacturing equipment since 1989, MCS’ inkjet and tracking products are designed and manufactured in the USA. With thousands of systems installed in the mailing and marketing industries across North America and the world, MCS equipment has been used for many mission-critical mailings including two U.S. Censuses and many vote by mail elections.
“MCS’ equipment allows our innovation to come to life,” says Barber.
The speed of the entire end-to-end system is also important when considering the ideal mail manufacturing equipment. Summit Direct Mail recently purchased one of the fastest inkjets in the industry, the TK 1000, that can run more than a thousand feet a minute.
He was also impressed with the speed of the card attaching technology. MCS’ Card Attaching lines are available as single stream or dual stream, which increases productivity with the option for 2up production at up to 20,000 pieces per hour.
For more information on MCS and their inkjet printing solutions, visit www.mcspro.com, call 800-728-0154 or email [email protected].