The upside: Direct mail postcards can be a highly effective and affordable way for businesses to reach a large audience.

The downside: Many marketers fail to maximize these benefits because they believe personalization and mass mailing are mutually exclusive, leading them to choose either expensive personalization that drives up their marketing costs, or generic messaging that may not resonate with their target audience.

The bright side: Businesses can enjoy the best of both worlds, personalizing content while also reaching their ideal target audience at scale.

Here are three ways brands can use personalization in their postcard or direct mail postcard campaign … without breaking the bank:

1. Personalized Images/Relevant Content: Personalizing the offer increases engagement and response rates. By using data on the recipient’s previous purchases, interests or behavior, businesses can tailor the offer to their preferences, essentially inspiring a purchase by giving them a deal on the exact product or service they’re looking for. For example, a pet store could send a direct mail piece offering a discount on dog food to customers who have previously purchased dog-related products.

2. Shared Mail Marketing: Brands can also personalize postcard or direct mail marketing by targeting specific neighborhoods or communities via shared mail. This cooperative marketing format allows businesses to send postcards to a group of households in a particular area based on their demographics, behavior or interests with the added bonus of sharing the cost of postage with a shared mail flyer. This type of mailing is more affordable than sending individual postcards to each recipient.

3. Interactive Content: Another way to personalize postcard marketing without sacrificing efficiency is by using dynamic content, such as personalized URLs (PURLs) or QR codes that lead to personalized landing pages. PURLs can be used on postcards or direct mail pieces to drive recipients to a personalized landing page. These landing pages can offer customized content, such as product recommendations or exclusive offers based on the recipient’s previous behavior or interests.

1 + 2 + 3 = Dynamic Postcards

Dynamic Postcards are personalized and can feature content and images based on the specific recipient’s behavior or demographic data. This means the postcard can market different products or services depending upon the recipient’s interests, purchase history or location. This level of personalization can increase the effectiveness of the postcard and improve the chances of conversion.

Vericast’s Dynamic Postcard travels alongside the Save Direct Mail package, carrying the name and address of the recipient, arriving in the mailbox as a standalone postcard but sharing the cost of postage with other advertisers in the package.

Personalization is a powerful tool that can help businesses improve the effectiveness of their direct mail marketing campaigns. But personalization and scale do not have to be mutually exclusive. By personalizing to the household, brands can reach more of the right customers and potential customers for their brand, all while keeping marketing costs lower.

For additional information on how Vericast can help you reach more consumers, more cost-efficiently and effectively visit