Latest News
Address corrections allows companies to continue to win at direct mail
While direct mail is still a profitable means of attracting new customers, it's never been more important to execute campaigns properly. Address correction can ensure mail pieces are being sent to the right people.
The U.S. Postal Service has been struggling through a few difficult years and has been undertaking efforts to curb its operational costs. In February, a U.S. Senate committee passed a bill that would restructure the agency's insurance plan to keep costs low, The Washington Post reported. The U.S. House of Representatives recently held committee meetings to find a solution, and five-day delivery is included in the proposal.
USPS has said the changes will help it regain financial stability and provide the potential to find innovative new delivery methods, according to the article. However, this legislation will also make the temporary rate increase on postage permanent. While it will help USPS make adjustments and stay in business, it will boost mailing costs for companies that rely on direct mail to connect with prospects.
Use address verification to keep direct mail at maximum effectiveness
Direct mail has high response rates and despite the wide variety of other marketing channels, this tactic shouldn't be overlooked. It can help companies acquire new customers or re-engage with existing clients. However, businesses that utilize direct mail campaigns need to have the right tools in place to make the most of their marketing budgets. Maintaining a high level of accuracy in mailers can ensure that companies don't overspend.
To keep running successful direct mail campaigns, you need to stay aware of emerging trends in the industry. For example, USPS is making the move to Intelligent Mail barcodes, which helps sort and monitor letters to gain better visibility into delivery. This can help organizations better plan their campaigns, according to a white paper from U.S. Monitor. This technology also helps companies qualify for automation rates.
Mailing systems helps companies see direct mail ROI
Another important way to avoid wasted expenses from direct mail campaigns is to have a good idea of when letters or postcards will arrive at their destinations. This is especially important for time-sensitive promotions. If there is an unforeseen delay, recipients will miss out on the offer and the marketing budget for the campaign will have been effectively wasted. It's important to time mail campaigns properly for the best results.
Some marketers are experimenting with multichannel integration to further expand the reach of direct mail. In fact, U.S. Monitor found the majority of consumers prefer to receive special offers from brands through direct mail, highlighting the sustained importance of these campaigns.
Marketers don't need to view direct mail as too challenging. There a variety of ways companies can continue to run engaging campaigns that lead to return on investment. Direct mail software can handle some of the more tedious aspects of producing a campaign, such as address validation and presorting. This ensures that marketing dollars are being spent wisely.
