Despite the digital revolution that continues to take place, direct mail is just as important as ever. Direct mail may be more expensive than its digital counterparts, but it’s worth the investment to have a truly integrated campaign and high effectiveness. According to the Direct Marketing Association, direct mail can be up to 30 times more effective than email. This is in part because of the trustworthiness and long shelf life of direct mail. There’s also the practicality of it. People get dozens, if not hundreds, of emails each day, yet they only get a few pieces of physical mail. Which do you think is going to stand out more?
And yet, direct mail is only as good as the address in your direct marketing database. Even if your latest mailing is your best yet, you’ll have a zero response rate if your mailers never reach their intended targets. That’s why the data behind your direct mail strategy is just as important as your message. Trying to amp up your direct mail marketing? Try these tips:
Catch New Movers Before the Competition Does
More than 43 million people move each year in the United States. On average, new homeowners spend nearly $10,000 in the first six months in their new homes. That’s more than the average consumer spends over a two-year period! What’s more is that people in new homes are very loyal, and are five times more likely to become a long-term customer than the average person. The only catch is that you have to get to them before the competition does.
Keeping Your Data Clean
Anyone who moves knows that there’s way too much to get done in way too little time. So it’s no surprise that only 65 percent of movers officially change their address through the US Postal Service. More advanced data hygiene options help you get a more updated picture by giving you an updated address for anyone on your direct marketing lists who may have moved and not done a formal USPS change of address. Data hygiene can also provide a standardized version of a miskeyed or incomplete address. This will save you money in postal costs and avoid penalties for bad data.
Data Appending
While data hygiene is effective for honing your already existing direct marketing list, data appending can actually help you to increase your direct marketing database. If you have the phone number or email address of a lead, data appending can locate a valid address for that individual. This gives you the opportunity to immerse your marketing prospects in an integrated campaign that maximizes your chances for conversion. Just the same, you may be able to find a customer’s phone number or email address if you have their physical address. Data appending gives you more options for reaching your customers through direct mail or other means.
Next Steps
Now that you’ve got an accurate and robust mailing list, it’s time to put it to good use. Here are some great ways you can use direct mail marketing to your advantage.
- Try a Postcard. A postcard gives you the perks of direct mail without incurring massive costs. One great way to start – a striking image coupled with copy from your most successful email campaign.
- Use a Personal Touch. Personalizing a direct mail letter is more impactful. Start by using the individual’s name, then move into personalized content that targets customers directly based on their buying habits.
- Test, Test, Test. Testing different approaches is the best way to zero in on what truly works with your mailing list. Use different promo codes or letter types to track your results and determine your ROI.
Direct mail can make an excellent addition to your next marketing campaign. Direct mail boasts great numbers and can be a way to reach people before they’re even sure where they want to buy. If you’ve been on the fence, consider investing in direct mail for your next marketing campaign. Relevate offers direct mailing lists, data append, and other services to help you make the most of your mail.
Article From: www.relevategroup.com
Physical Address Appending 