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Direct Mail in a Modern World

Welcome to our latest newsletter, where we're diving deep into the world of data-driven direct mail marketing. In today's digital age, leveraging data is the key to making your direct mail campaigns more effective, cost-efficient, and ultimately, more profitable. Let's explore some fun direct mail facts in today’s marketplace, and a few best practices and strategies to maximize the utilization of data for your direct mail initiatives whether you’re including mail in your multi-channel approach, providing data, or mailing.

Some quick fun facts about direct mail:

  • Direct Mail ranks the highest for ROI at 112%

  • Cost Per Acquisition of Direct Mail: $19

    • Compared to:

      • $16-$18 Mobile and Social

      • $21-$30 Paid Search

      • $41-$50 Internet Display

  • Direct Mail is relevant!

    • 76% trust Direct Mail over digital when making a purchase decision

    • 90% of Millennials believe that Direct Mail is reliable

    • 66% of Gen X have positive views of companies that send relevant marketing mail

    • 72% of Boomers check their mail daily


Segmentation is critical!

  • Start by segmenting your mailing list based on demographics, past purchase behavior, and other relevant data points.

  • Personalize your mailers to cater to each segment's unique interests and preferences.

  • Craft compelling messaging that speaks directly to the recipient's needs and desires.

Clean & Accurate Data:

  • Ensure your data is up-to-date and accurate.

  • Regularly verify addresses to minimize return mail and wasted resources.

  • Invest in data quality tools or services to maintain a clean database.

Proper use of Data Analytics

  • Utilize data analytics tools & new age data models to gain insights into your audience's behavior.

  • Analyze response rates and adjust your campaigns accordingly.

  • Use A/B testing to optimize design, messaging, and offers.

Multi-Channel Integration:

  • Combine direct mail with other marketing channels, such as email, social media, and online advertising.

  • Use data to create cohesive, omnichannel customer experiences by appending emails and digital data to your direct mail database.

Test and Innovate:

  • Don't be afraid to experiment with new ideas and technologies.

  • Stay updated on the latest trends in data-driven marketing.

Partner with Experts:

  • Work with a data-driven data company or consultant to maximize your efforts for both acquiring new clients with a 3rd party database, or ensuring the data is fully optimized to yield the best results.

In summary, by harnessing the power of data, you can transform your data for direct mail campaigns from generic and inefficient to highly targeted and results-driven. Remember, the key is to continually analyze and refine your approach based on the data insights you gather.

Stay tuned for more insights and practical tips on data-driven marketing in our upcoming newsletter. If you would like to learn how to optimize your current data to generate a higher direct mail response, feel free to reach out to our team - call or e-mail us today.

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