Respondents were asked to quantify the percentage uplift that inserting variable creative based on database segmentation has on response to direct mail campaigns. The average figure was 33.4% compared with non-variable creative campaigns.
They were also asked to quantify how much benefit each of the nine sectors surveyed sees from using variable creative in DM. The travel industry received the most benefit, almost 34% above the average score for all sectors, followed by retail at 30%, and hotels at 22%.
Utilities received the least benefit, more than 40% below the average score, followed by insurance at 15%, and telecoms at 12%.
Jo Lloyd, director of sales at Lloyd James, said that the findings clearly showed that the personalisation of direct mail through variable imagery can produce outstanding uplift in campaign response, provided that this is supported by a robust and rich data basis.
"The travel, retail and hotel sectors, all well above average in the benefit they see from variable creative, share two vital characteristics: desirable, emotional products, and a rich data basis. Variable creative will play a pivotal role in ensuring that mailshots stand out from the crowd and maximise response by appealing directly to the sensibilities of the recipient."
Lloyd James Group offers personalisation services as part of its direct mail division, as well as print services, data processing, list and media management and list broking.
The survey was carried out by telephone and email by Marketing UK in September and October. It covered senior marketers in the top 1,000 companies, taking in sectors including banking, charity, credit cards, hotels, insurance, retail, telecoms, travel and utilities. It attracted 180 responses.
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