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How to modernize your direct mail efforts
Many organizations that rely on direct mail to connect with their target audience have been concerned with the recent rate increases from the U.S. Postal Service. However, this channel can still be highly effective for gaining new business. Instead of steering away from mailers because of the rate hikes, companies can actually help the USPS while simultaneously benefiting, according to Direct Marketing News. How can businesses accomplish this? By using creative designs, technology like bulk mail software and advanced targeting, companies can see a high return on investment from mail.
Citing statistics from the Direct Marketing Association, the article said direct mail still trumps email when it comes to response rates. This can help you maximize your marketing budget. However, marketers need to adopt new strategies to ensure continued results through this channel.
Here are some tips to keep your direct mail efforts fresh and relevant:
1. Segmenting and targeting
Modern marketing techniques are mostly directed at a highly specific group of people. Consumers want personalization, and marketers can offer this - especially with direct mail. Blanket mail pieces won't have the same effect as those that are relevant to a very specific group. Direct Marketing News gave the example of a tech company that sent iPad covers to a group of managers to invite them to an event where they would receive an Apple tablet to go with it. They did not send invitations to the list that had recently purchased iPads. This strategy helped the company boost the attendance rate. The key to this approach is accurate customer data.
2. Create a loyalty program through direct mail
Sending coupons and special offers through the mail can still be effective with a degree of personalization, BusinessNewsDaily stated. Rewarding customers for their loyalty over time is a great way to ensure they keep shopping with you. Again, maintaining accurate client records is essential to the success of this tactic.
3. Be creative
Although direct mail has been around for many years, there are still innovative approaches that can be applied to campaigns. Depending on the product or offer you're trying to promote, there are countless ways to create an attention-grabbing campaign, Direct Marketing News said. One easy way to avoid getting lost in the shuffle is to not use standard envelopes. These mailers tend to end up looking like bills.
4. Automate tedious processes
You want your campaign to deliver ROI without creating more hassle. Direct mail software can automate many of the time-consuming aspects of preparing a campaign, from presorting to address validation.
