Consumers are more likely to respond to a direct mail campaign when it's catered to that specific customer.
Target, for example, sends out a brochure of their new products with a coupon spread customized to that particular customer. How? Target examines how each of their customers interact with the brand and what a customer's buying habits are. Then, the company sends out an individualized coupon book, so their customers are more likely to buy from Target.
Read more about direct mail individualization HERE
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