Five Ways to Merge Ideas and Data for Great Direct-Mail Creative

2. Use data for better targeting and personalization. Append demographic or lifestyle data to donor files, then use this data to segment donors into smaller, more targeted groups of like individuals. Develop creative that more accurately targets the specific interests of these smaller groups.

3. Use data to get attention and to engage. Get attention on the carrier and engage readers throughout the mailing with data-driven messages. Even simple geographic references can have a big impact: “Over 4,000 Chicagoans have helped us move closer to our goal — won’t you join them?”