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Don’t believe the myth that print campaigns compete with digital campaigns. For most businesses with effective campaign management, their print campaigns do not compete with their digital campaigns but exist together complementing each other so that both can be successful.
A variety of touchpoints, means that a prospect is exposed to your business branding in more ways than one. One of the most important components of a print campaign can be direct mail. But like everything, details matter and to gain an advantage, businesses must be strategic through the use of a variety of tools.
To get the highest return on investment (ROI), leads and sales must be generated, and print can lead the way through the addition of direct mail pieces that include a compelling call-to-action. Even in a highly digitized world, 81% of mail recipients read and scan each piece of their mail daily. Customers like to receive something in the mail, particularly a personalized item. This elevates a generic mailing or “junk mail” into a more meaningful interaction and a more probable sale.
Consider the benefits of developing a highly effective and concise mailing list, tailored to each recipient. In the world of direct mail marketing, your list is everything.
Your Guide to Effective Direct Mail Lists & Testing
- Target market
Understanding who your audience is and what their preferences are is the optimal tool when integrating direct mail lists. Create a persona based on their problems, preferences, and interests. Segmentation will allow you to look even more closely at your target audience. Analyze who will benefit most from your business and align your marketing strategy so that the largest number of prospects are reached by your campaign.
- Mail intelligently
Quality control begins with understanding your data sources. Where is the information for your mailing list coming from and how is it created? A good campaign starts with comprehensive market research and data analysis. By conducting simple surveys and questionnaires, you can gain valuable insights into your target market (demographics, likes/dislikes, and interests). These can then be used to purchase mailing lists encompassing these same demographics.
- List hygiene
Sorting and cleaning your list relies on multiple quality control points. This process will help reduce your postage cost and ensure that all mail reaches its target while upholding the quality of your direct mail pieces. List hygiene services such as merges, removal of duplicates, and removal of undeliverable and inaccurate addresses will increase your ROI and brand awareness. Skipping this step could cost you a lot of money.
- Analytics & Testing
It is important to quantify your goals so consider how you will measure the results of your campaign. Your goals should align with the type of call-to-action you’ll be including in your campaign. To increase sales, you must be able to measure a response rate and a conversion rate. If the numbers aren’t working in your favor, consider comparative tests. Testing will indicate which elements of your direct mail campaign are successful and it can also alert you to an ineffective feature in the campaign. Testing should be evaluated throughout a campaign to prioritize your goals.
Rex 3 understands that setting up effective direct mail lists involves testing them and adjusting as needed. If your business needs help to create effective direct mail lists, look no further. Contact Rex 3 for a quote today.