Why Personalized Direct Mail Works
Direct Mail’s Multi-Faceted Value Proposition
Marketing executives frequently say, “I’m going to do e-mail blasts. They’re cheaper than print.” While e-mail blasts may be cheaper, they might not be more cost-effective. In the end, the answer may not be print or e-mail, but the right combination of print and e-mail based on the relationship that the marketer has with a customer base. The basic facts are that direct mail delivers.
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The Facts About Personalized Direct Mail
Direct Mail…Just the Facts
While the Internet is viewed as a cheaper and easier way to reach audiences, marketers continue to view traditional, well-executed direct mail campaigns as the most effective way to attract key prospects and customers. Data from the 2008 DMA Statistical Fact Book and USPS Household Diary provide the proof points.
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Top 10 Reasons to Use Personalized Direct Mail
Why Data-Driven Marketing? Ten Simple Reasons
Everyone is collecting data on who is—or should be—buying their products or services. This data does not just consist of names and addresses. It includes buying history about what people bought, when they bought it, and how much they bought. It also includes birthdates, anniversary dates, marital status, the ages of any children, and personal preferences. This information opens up new ways to market more products and services for consumer and business-to-business marketers. Data about who you sent a message to, the specific offer, and the recipient’s response are critical in today’s competitive environment.
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Six Simple Steps to Direct Marketing Success
Six Simple Steps to Direct Marketing Success
When it comes to advertising for their company, business owners continually question the return on advertising. They use a sign on the door front, a phone book ad, and merchandise bags with their company's name and logo. Some will test radio, local television, and newspaper ads, but the real challenge is establishing a definition for marketing success. In recent statistics published by in the USPS Household Diary, 81% of households currently read or scan the direct mail that is sent to their home.
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Developing the Right Mailing List
So You Don’t Have Enough Internal Data?
In many cases, the biggest challenge to obtaining internal data is finding the right list. Good mailing lists are used to effectively target consumers of different ages, genders, lifestyles, backgrounds, nationalities, economic circumstances, occupations, business needs, and a host of other criteria. In the B2B space, good mailing lists are equally important. You want to identify the right customer with the appropriate needs for your products and services. The bottom line is that your list or database is the most essential marketing tool for reaching prospects and customers who are more likely to have interest in a specific product or service directed at them. If you don’t have adequate internal data sources, it’s time to buy (or rent) a good list.
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Consumers Prefer Personalized Direct Mail
by Melissa Campanelli
Sixty-one percent of consumers in a recent InfoTrends study stated a preference for personalized direct mail, nearly triple the amount who preferred receiving ads via e-mail.
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Personalized Direct Mail Improves Relevancy and Response
by Bob Martel
In any direct marketing effort, if the relevance of the message delivered is the key to building perceived value and response, why do so many marketers take obvious shortcuts that negatively impact results? Okay, that was a long sentence. Let me try again. Said another way, why are so many direct marketers failing to achieve stellar campaign results? As the title suggests, this brief article shines a spotlight on an often overlooked and under-leveraged component of any great campaign: personalized direct mail.
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