The best way to increase your direct mail response rates is to send your offer to the right people. Therefore direct mail list targeting is extremely important. There are some new technologies out there that can help you better define your targeting by adding attitudinal data. What is attitudinal data? It is the attitudes, preferences, motivations and beliefs that are behind the consumer decisions driving response. When you are able to add this to your list you can really drive response.
We are in challenging marketing times, every dollar spent matters and in direct mail there are a lot of dollars spent. They are worth it when you are getting good results, but many times that is not the case. The problem is not with the direct mail channel but rather with your mail campaign. There are many factors to help improve your direct mail. So, what really matters in 2021 to make your direct mail campaigns a success? Let’s take a look.
In order to increase your direct mail results, you need to coordinate all your marketing efforts. Marketing channel coordination is crucial for your success. Mixed messages, poor clarity and too many points of view confuse your prospects and customers so they don’t make a purchase. Coordinating your messaging across channels is the best strategy to give you better results.
Most marketers look at direct mail as a must do rather than a fun do. We need to turn that thinking around by creating inspiring direct mail. This is a fabulous strategy to drive engagement and sales! If you have been using direct mail for a long time, you may have reached the point where you continue to recycle the same strategy over and over again. It’s time to start a new strategy!
For 30 years we have been helping customers create and send great direct mail. There have been many changes over the years, but one of the best ones is the ability to create personalized mail pieces with variable data direct mail. Variable data allows you to send the right offer to the right person. In order to do this effectively you need to be using variable data for offers and images, not just names. Dear Summer, does not grab me, what draws me in are offers that I want.
With the largest direct mail postage rate increase ever, scheduled for August 29th, 2021, finding ways to save on postage for the rest of the year is very important! Do you have a planned strategy to not only save money on postage but really stand out and increase your response rate?