It is true that bulk mailing services and individual mailings have always had a business conflict based on their use. The conflict we call speed vs. personalization.
But the solution is easy which is to find the right mailing type for the right audience! Therefore, the purpose of this article is to help you choose the right approach by cutting through the noise.
Not a lot of filler, just good advice on how to pick between a broad and a targeted marketing plan. So, get to the point and figure out the best plan for your business.
The Case of Bulk Mail
It can be cheap to send a lot of mail to a lot of customers or potential customers. Some of the benefits of bulk mail are:
Lower cost per piece
The cost of each thing goes down because you send more of them at once. When there is more mail, mailing prices go down. Here, bulk mail is one of the least expensive ways to get in touch with the people you want to reach.
Economies of scale
When you prepare a direct mail mailing list in bulk, it lets you print a huge amount of mail to send out equally to the buyers. The set costs of making and printing your postcards can be spread out over many pieces, which lowers the cost per unit. It saves money not to print small amounts.
More efficient targeting
You can better target your large audience with bulk mail by dividing them into groups based on their demographics, psychographics, buying history, and behavior. When you’re making your mailings, use focused segments.
[It’s better to focus your message with bulk mail than to send it to everyone, but it’s not as personal.]
Test and improve
Sending a lot of mail at once makes it cheaper and easier to test different mail piece forms, offers, and messages. Response rates can go up if you test your ad against a control group and make changes as needed. It’s harder to mail small amounts.
When Sending A Lot Of Mails (In Bulk) Makes Sense?
For big campaigns to raise notice, get new leads, or promote an event or sale, bulk mail campaigns are the best way to go. The best things about sending in bulk are:
Target an extensive area
A mass mailing strategy lets you get in touch with a lot of people quickly and for little cost. It’s great for getting your information and products out there because of this.
How much money you spend
Mailing in bulk saves money. Less expensive per piece when more are mailed. This makes it one of the least expensive ways to get a lot of people to see your ad.
Being simple
There are no changes to be made to bulk mailers. There’s no need for personalized messages for different groups or people. The creative process is made a lot easier.
Making leads
Lead generation tools like QR codes, promo codes, and response mechanisms can be used to track and improve direct mail efforts. With bulk mailers, you can get a lot of leads.
Event or sale advertising
A lot of people can be told about upcoming events, sales, and business openings through bulk letters. This can instantly bring in more visitors and raise recognition.
The Case for Individual Mail
As part of your direct marketing plan, you should think about whether mailing to one person is better than mailing to a lot of people. Individual mail offers:
More customization and relevance
For creating and tailoring each piece, sending them individually is the best way to go. Add the names, locations, buy histories, interests, and other information about the people who will be receiving the mail to make it more useful. Open rates can go up if you personalize them. But everyone who gets bulk mail gets the same information.
Rates of open
Because they are more personalized and relevant, individual letters get opened more often than bulk mailings. People are more likely to open direct mail that has a personal message in it. Person-to-person mail is opened two or three times more often than bulk mail.
It works like Premium Mail
Since every mail is different, you can use high-end paper and finishing options such as handwriting, dimensional mail, colored envelopes, and books. If we compare, so very common things are needed for bulk mail. Your mail will stand out if you use premium mail styles from individual mailings.
How to Send Personal/Individual Mail at Its Best?
Emails sent to one person can work better than emails sent to a lot of people. There are times when one-to-one mails work best:
Building relationships
Mails sent to specific customers or prospects improve ties between them. A handwritten note shows that you care and makes relationships stronger. Most of the time, this is true for businesses that depend on personal connections. A mail or card made by hand makes someone feel special.
High-end services and goods
Luxury goods sellers can get more sales by sending personalized mail. Recipients feel like VIPs when they get a personalized deal. Similarly, reaching out to people personally makes your product or service seem unique. Custom brochures, samples, and gift sets get people excited.
Individual mail sent to present customers can lead to more referrals. A postcard asking for connections to coworkers who could help you makes you look like a helpful advisor who cares about their success.
| REMEMBER: People are more likely to put you in touch with others if you ask them to. When you say something personal, it makes recommendations seem like helping a friend. |
Bottom Line: Which Strategy Is Best?
There is more than one choice between group/bulk mailings and individual mailings. Marketers often use both strategies together to get the best results, depending on their goals, audience, and budget.
You can prefer any based on your needs and product. However, with a hybrid method, you can send bulk mails to reach a lot of people and personalized messages to small groups that are very important to you. You could send a list of your products to a lot of people at once and then make specific offers to customers who are likely to buy.
It’s important to A/B try different approaches to see what works best for you.
Send one campaign by bulk mail and another by individual mail. Don’t change anything else. Keep an eye on ROI, open rates, click-through rates, and other metrics to find the best plan.
Another cheap way to get your message and offer out there is to use bulk mail.
Keep sending targeted emails to the most potential leads or current customers to turn them into buyers.