How many times have you received or sent out a mailer that reads something like this:
Dear Customer,
To us you are a valued customer; we would like to invite you to come into our store for a massive 15% off sale.
What’s wrong with this? Well, your customer hears “Come to our store and spend money.” It is more about your business rather than the needs of the customer. This is a generic mass mailer, and your customers can see right through it. Also, it is not very effective in increasing sales. Using our variable data printing services can make your marketing a little more personal and a lot more effective.
Personalizing communication with your customers
Customers are more likely to pay attention to a mailer when it is personalized and speaks to them by name. You should also use a very warm and welcoming tone in your communication with your customers; avoid being overly business-like.
Change the focus from “us” to “you”
It may be a wise idea to re-write your message and change the focus from “us” to “you.” This will show the customer that you focus on meeting the needs of your customers, instead of just focused on your own goals and needs.
Build a relationship with your customer
If you have a method to track customer purchases, this is an effective way to help to 
build a relationship with your customer—and to get to know their needs. Imagine if you send a mailer reminding a customer of an item that they might need, along with a coupon. This would increase the chances that the customer will actually come into your business.
Now that we have discussed how to create personalized wording for your mailer, here is an example of the improved wording of an effective mailer.
Dear John (Stating the customer’s name is a must),
As an extremely valued customer, we wanted to let you know about your opportunity to save a huge 20% off for those leather boots that you will need for the fall season. We would be pleased to help you find the perfect boots to fit your needs. We invite you into the store for a personal consultation with one of our stylists. We hope to see you soon.
There is a huge difference between the first example presented and this improved version. It is more personalized, warm, and is more likely to attract a customer into a business.
Relevant images
If you are putting so much effort into the correct wording of your mailer, make sure you pay attention to images as well. Ensure that the images you put on the mailer are matched with the words and message. If we use the example above, you would want to put pictures of boots, not random images.
Have a polished and professional design
Your mailer will give your customer an impression of your business. It is important that the graphics, layout, and fonts for the writing are all up to par and are professional enough to impress your customers and ensure that they come into your business.
For more information about our variable data printing solutions, please call us at (866) 558-6365 or visit our website at iti Direct Mail ( www.letterprinting.net ) today.