Every time I check the mailbox, I sift through a stack holding onto anything that is either a bill or an offer that catches my attention.  I’ll admit, it’s difficult to capture my attention through the everyday clutter when everything looks the same or looks like “junk”.  Personalizing your direct mail can be a way to break through that clutter.  And, I don’t mean personalizing by slapping a name on a generic mail piece.  Don’t get me wrong, seeing my name used in the context of a mailer does give me a warm fuzzy feeling, but the message and imagery must also speak to my needs, wants, lifestyle and stage of life.  Incorporating triggers or life events in combination with personalization is key in targeting your audience and bumping up the response to your offer.

Life events that can be used as purchase triggers can include marriage, pregnancy, retirement, death, graduation, a recent move, college enrollment, a new empty nest and a change in employment.  Using these triggers in addition to other standard demographics such as age, geography, gender, income and other lifestyle indicators such as hobbies and interests, you’ll be able to hit closer to the core of your target audience. 

Imagine sifting through your mail and noticing an offer from a financial institution that reads, “Andrea, now that you are married, you may be thinking about finding that perfect home in Fargo.  What better way for you and Rich to start a life with low mortgage rates that still allow you the ability to enjoy taking skiing vacations.”  Here, it is apparent that the financial institution found a communications list that includes my life event of marriage, husband’s name, city, interest in skiing and the fact that I live in a multiple unit dwelling or apartment.  This information creates a powerful message.  And, the imagery used goes along with the personalized message to create a stronger sense of connection.

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