Mailing List News
Challenges for the direct mail marketers!
That single piece of mail in your mailbox doesn’t compete against the Internet or television. It only competes against whatever is in your mailbox that day. When doing a targeted mailing campaign it needs to be colorful and have eye-catching images. We see a ton of creativity in digital and other online media so why should direct mail be in any different?? Thirty years ago, marketing mail was 12% of marketing spend in the U.S. That number has not changed. The strength of our channels comes down to the interaction that occurs when our content is in the consumer’s hands. So how can you be different that the “other guys” doing a targeted mailing list program? Well for starters, hit the prospect with multiple contacts. Direct mail is a contact sport. The more the consumer gets hit the higher your sales will go up. I always let my customers know they need to hit that prospect a minimum of 3 times. That could be by phone, email, text, direct mail, or QR codes for example. Next, determine the completeness of the mailing list. This can be tedious, but scour the list for duplicates and make sure you have a complete name, address, etc. This step will save you money and make the overall campaign much more effective. Finally, make sure your list is as accurate as possible. Use a reputable company like Dundee Data for this. Any more money spent mailing to undeliverable contacts is a wasted investment. You can expect anywhere between 2-10% of records to be undeliverable. Account for that in your projection and do everything you can to mitigate the costs. Ask your list brokers for and accuracy guarantee and be sure to update your database with the new addresses provided by the post office as you get mailers returned. Also, consider running the list through an Address Verification system, such as Cass Certification, for further cleansing. Happy Selling!
Sincerely,
Kirk McCormick
O:402-932-7654
C:402-740-4002
F:402-933-0939
Dundee Data Direct Omaha Nebraska Direct Marketing Company - Consumer and Business Data Lists
