{"id":236391,"date":"2026-05-15T13:20:43","date_gmt":"2026-05-15T11:20:43","guid":{"rendered":"https:\/\/www.locomail.nl\/?p=236391"},"modified":"2026-05-15T13:20:43","modified_gmt":"2026-05-15T11:20:43","slug":"onderzoek-hoe-belangrijk-is-personalisatie-in-direct-mail","status":"publish","type":"post","link":"https:\/\/www.locomail.nl\/en\/research-how-important-is-personalisation-in-direct-mail\/","title":{"rendered":"Research: how important is personalisation in direct mail?"},"content":{"rendered":"

Research: how important is personalisation in direct mail?<\/strong><\/h1>\n

Personalisation has played a big role in marketing for years, but especially in direct mail<\/a><\/strong> it often makes the difference between \"discarded unseen\" and \" deliberately opened\". Whereas online ads are increasingly ignored, physical mail with personal elements actually increases attention, recognition and engagement.<\/p>\n

Within direct mail, moreover, personalisation is about much more than just a name on a card. The form, content, timing and presentation together determine how personal a mailing actually feels.<\/p>\n

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Why personal mail attracts more attention<\/strong><\/h2>\n

People immediately recognise when something seems to be made especially for them. That automatically creates more curiosity. A standard flyer feels massive and generic, while a personalised mailing makes people feel that the message is relevant much faster.<\/p>\n

Precisely because physical mail is tangible, this personal touch is experienced more strongly than with digital ads or e-mails. A mailing is grabbed, looked at and often deliberately opened before anyone decides what to do with it.<\/p>\n

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What do companies mean by personalisation these days?<\/strong><\/h2>\n

Many companies still think of personalisation directly in terms of variable data, such as:<\/p>\n