The 3 Best Technical Practices for a Successful Direct Mail Campaign
Direct mail marketing can be a simple and effective process if you know how to conduct a proper campaign. In an age when communication is more likely to occur over a screen, direct mail has still found a way to flourish. This is because it works, and skilled marketers know it.
We’ve discussed some general guidelines for coordinating a successful direct mail campaign. Things like focusing on the copy, being creative in design, and really knowing the demographic before sending out even one mailing are all important factors.
But there are more aspects to executing an effective direct mail campaign. These may not be as pretty as design and copy, but they are equally as important. We discuss three of the more technical aspects of a direct mail campaign that contributes to its success.
Let Data Lead Your Direct Marketing Campaign
Everything starts with your mailing list. You have to dig all the way into those lists to see what part of the journey those targets are on. Before any of that happens, your list must be completely updated. Starting your campaign with accurate data will lead to more precise results. Leverage this data to personalize your mailings so you are speaking directly to your targets.
Determine Your Success and Adjust Accordingly
You have to know what you are trying to get out of your campaign in order to know what to put into it. Determine your key performance indicators (KPIs) and include ways to measure those milestones accordingly. Some factors to think about when building and measuring your return on investment (ROI) are the total budget, cost per mailing, size of your audience, number of buyers, and average revenue for each buyer.
Optimize Your Direct Mail Campaign
Very rarely, if ever, is it beneficial to do a one-and-done direct mail marketing campaign. Research shows that it takes at least four waves of mailings to engage new consumers. But this doesn’t mean that nothing should change over the course of your campaign—in fact, it means quite the opposite. You must be constantly measuring your results and using that data to optimize and adjust your campaign throughout its duration.
Following these three guidelines takes your campaign to another level. It’s also important that you are not conducting your direct mail efforts in a bubble. Your campaign should be integrated with your overall marketing campaign. Failing to include direct mail in other marketing tactics lessens its effectiveness.
We at Macromark have confidence in our ability to start your campaign off right. We offer the most responsive lists in the business and help guide our clients from start to finish. Contact us before beginning your next direct mail marketing campaign.