As marketers we have a lot of tools at our disposal (click here to see some of IDS’). But within these tools, we also have to pay close attention to how we use them.
One of the most important parts of this? Quality marketing efforts with a personal touch over impersonal, untargeted large scale efforts.
Enter direct mail marketing.
This marketing channel is STILL one of the best ways to connect with customers, and in this post we’ll explain why. As well as a few tips your business can employ to bolster your direct mail efforts this year!
Why It Works
We don’t just say direct mail is effective because it sounds good, there’s also evidence supporting us. One powerful statistic?
70% of consumers say direct mail is more personal than online interactions.
Why is this? Because it cuts through the clutter that other channels simply CAN’T. The daily mail is a ritual for Americans. Important information that is critical to their lives comes through the mail on a daily basis.
You may go through and delete 100s of emails all at once, but shredding your mail without even giving it a look? No way!
(The average direct mail response rate is 5–9x times higher than email response rates.)
And this isn’t just with email, other marketing channels are being overused as well! This leaves the potential of direct mail WIDE OPEN as a great competitive advantage for your business.
Alright, now that we know it works, let’s get into how to do it!
How It Works & The IDS Experience
Mailing campaigns (like all marketing campaigns) live and die by the information they’re based on. So it’s PIVOTAL to ensure that the lists and strategy you employ is prepared way before the campaign itself starts.
And luckily, that’s exactly what we do at IDS!
With our access to data, we can help drive your campaign from start to finish. One of the best parts about this method?
All of our data is cleaned and validated, meaning your delivery rates are already high as soon as you put the campaign into motion.
But we also recognize your customer data is valuable. And we also recognize that this data often needs to be cleaned and organized before it can be used in a campaign effectively…No problem!
Clean data is the best data after all! And we’re happy to do it for you. This has a few benefits:
- Ensuring that messages reach the intended target audience.
- Reducing costly returns and undeliverable mail.
- Less wasted mailings on individuals who have moved — and tracking of these individuals to keep their information current.
Pretty big difference. This is another benefit of prioritizing quality over quantity, time and money savings!
To summarize, direct mail is effective not only because of the channel itself, but also how you can turbocharge its effectiveness with data.
This can turn a simple mailing campaign into a highly personalized revenue driver!
But first things first, do your mailing prep! (Or let us do it for you). Increasing the time and attention you pay to this stage of your mailing campaign increases the likelihood of the campaign succeeding.
(P.S. There’s a useful infographic below that summarizes what we talked about above!)