Direct mail is a proven way to increase awareness of your business location. Whether you're opening a new restaurant, retail store, or veterinary office, direct mail can help spread the word to your local community.
But how do you make that location relevant to each recipient? This is where personalization comes in. HTML direct mail creative allows you to customize each map, showing the most relevant location for every individual recipient. Personalization doesn’t just make direct mail feel unique—it drives measurable action. 63% of consumers are more likely to engage with personalized direct mail, making it a critical strategy for increasing response rates and conversions. Tailoring CTAs and content to the individual means you’re not just sending a message; you’re sparking a connection that inspires action.
Lob's personalized maps use HTML direct mail, letting you design custom content for each recipient. This way, every mailpiece has a personalized map showing the most convenient location based on their address, making your direct mail super relevant.
If your business operates multiple locations — like a regional restaurant chain or a bank with several branches in the same city — you can give your customers options. A personalized map can highlight the closest or most relevant locations, helping recipients easily find the best option nearby.
Take personalization even further by showing recipients how to get to your location from their doorstep. HTML direct mail creative enables you to generate a unique directions map starting from the recipient’s address. This makes it easier for customers to visit your business by providing clear, personalized routes.
Every detail of your map can be customized to reflect your brand voice. From map icons to color schemes, you can make sure your direct mail aligns with your brand’s identity, delivering a cohesive experience that strengthens brand recognition.
It's crucial to make sure your map is relevant to the recipient. If the distance from the customer’s address to your business location exceeds a specified range, the map defaults to a single marker at the destination. This avoids sending unrealistic travel routes or showing locations that are too far away.
To fully optimize your campaign, it's important to track how successful your direct mail is. With HTML direct mail creative, you can easily track visits by printing unique redemption offers, bar codes, or QR codes on each mailpiece. This allows you to link customer visits back to the specific mail they received, giving you valuable insights into campaign performance.
Incorporating direct mail into your broader omnichannel marketing strategy enables you to track foot traffic, online engagement, and in-store visits. HTML personalization allows you to seamlessly blend direct mail with other channels like email and SMS, ensuring a smooth and consistent customer journey across touchpoints.
Incorporating personalized maps into your direct mail not only drives awareness, but also increases foot traffic to your physical location. HTML Direct Mail Creative helps your maps be relevant and actionable, creating a direct connection between you and your customers.
Ready to get started? Learn how personalized maps can charge your omnichannel campaigns
