While direct mail continues to deliver a high return on investment, many clients are decreasing mail quantities. They might be making these decisions due to postage increases, budget restraints, or other competing channels. Regardless of why they are reducing their mail pieces, let’s look at some ways you can maximize the impact of their mail campaign and help them increase their ROI.
Hyper-Targeting: Choose the Right Audience
You can have the most interesting and beautifully designed mail piece, but if it doesn’t reach the right audience, they are not going to act on your offer. Who you target is the most important part of creating a successful campaign. Your audience should be the foundation of your strategy.
The best way to achieve great results is with hyper-targeting strategies. Our data analysts can create a custom MicroModel® for your client’s business that analyzes their customers and identifies the prospects most likely to purchase from them. This can be done on a national, regional, or even on a store level, so every location targets their most promising prospects.
By hyper-targeting your audience, not only are you getting in front of the people who are most likely to be interested in what you have to say, but you are also removing unlikely responders from the list. This helps you focus your marketing resources wisely and reduce waste.
Personalize Offers
People are inundated with advertisements which means getting their attention can be a challenge. One of the best ways to do this is by personalizing your mail piece. Include the recipient’s name and then tailor your offer for your audience. MicroModels® include a detailed customer profile report, so you can learn more about the people you are trying to reach. Use the findings to guide your design, messaging, and offer choices. Your audience will be far more likely to pay attention if the offer feels relevant to them.
Add Digital Support
Digital marketing is not the enemy of direct mail. In fact, it can help further enhance your response rates by keeping your offer in front of your audience. By using direct digital marketing techniques, you can reach the same individuals on your mail list through digital channels like social media, email, display, connected TV, and streaming radio. These additional channels not only reinforce your message, but they also give your audience multiple chances and ways to respond to your offer which can help increase response rates and conversions.
Prove Results
Your clients wants to know that their marketing efforts are working. How else will they know what channels to invest in? Make sure you collect transaction data from your client and have it analyzed for matches. By running a response analysis, you can see exactly who you targeted who made a transaction and prove direct mail results.
If your client is only using URL clicks or coupon codes to track matches, they are missing many people who didn’t use either of those options but still responded. A true response analysis matches on the individual and household level, so you can capture more responses regardless of which channel they used to complete a transaction.
Next Steps
If your clients are decreasing mail quantities, don’t get discouraged. By focusing on hyper-targeting, personalization, omnichannel support, and proving results, you can show them just how effect direct mail can be. Our team loves helping businesses grow, so if you want to learn more, let’s connect.