Napco Research - Personalization in Direct Mail
November 2, 2019
Napco Research published a new report on personalization in direct mail. Over 1,300 marketers responded to Napco’s survey. Highlights include 35% of respondents using targeted (one to one) campaigns and 31% using segmented (one to few) campaigns.
Of the marketers embracing personalization, 27% report being highly personalized, 26% report personalization with custom text and offers and 47% personalize the salutation only. The industries most utilizing highly personalized campaigns include: financial services (36%), retail (29%), manufacturing (27%), media/entertainment (26%) and non-profit (20%).