Climbing ahead with targeted data

摘要

Direct mail is evolving, with tailor-made campaigns increasingly being implemented. And, with the latest wave of developments, the sector is beginning to take personalisation to previously unimaginable levels. A piece of direct mail drops on the doormat, with the recipient's name written in spaghetti letters or in the neat lines of a mown lawn. They're less likely to throw it straight in the bin; they may even be intrigued enough to open it. But personalisation now goes much further than DM and a fashion for quaint script. "I may smile when I receive a piece of print featuring my name written in snow," says Ghris Hopwood, founder of Telekinesys software. "But it doesn't increase the power of the offer." These days, companies are using the personal touch for more than just novelty to deliver what customers actually want.