Have you heard that Direct Mail is dead?
We're here to tell you otherwise.
Recently, the Data & Marketing Association reported that customer response rates have increased year-over-year by an impressive 43% and prospect response rates more than doubled — reporting an astounding 190% increase! The USPS
"Household Diary Study" found that people read postcards in greater numbers with a 3.9% YOY rise.
With these results in mind, is your current direct mail strategy working as well as it can?
Working on a better strategy can help us achieve better results. Before we get started on 2019, we need to look at our 2018 results. Did customers and prospects show interest but not purchase from you? Was there no interest at all or just below your expectations? Did you have any known issues with campaigns in 2018? Focus on both who bought from you and who did not. Are there any likenesses between the people in each group? In many cases, we will find that there are common issues with people that can help us better target the ones who did not buy.
Direct Mail Elements
- Audience — The people you are mailing to really matter. Do you have the most current data for mailing and accurate addresses? AlphaGraphics Ballantyne can clean up your mailing list! Once you know you have the right contact information you're ready to focus on other parts of your data. Tracking purchase history, demographics and geographics helps you to target them better. The more information you can collect and process to refine your target audience for each mailing, the better your response rate is going to be. Keep in mind that we can also purchase targeted lists based on your best current customers.
- Offer — If your offer does not resonate with your prospects and customers, they aren't going to buy from you. Look at your best offers in 2018 - what worked best? Then take a look at the offers that bombed. What was different about them? Targeting the right offers to the right people is critical for your response rates.
- Design — Did you have some great designs in 2018? If not, it's time to give us a call. Our talented design team can make your vision come to life. At AlphaGraphics Ballantyne, we know that color, images and copy placement are all factors in good design. In 2019 the trend seems to be higher impact images, bolder colors and fun creative elements, like texture, to draw people in. Your choice of paper stock matters, too. So consider a different, heavier stock this year, or even a pearlescent to really sparkle. Stop in and take a look at all of the different stocks we have for you to choose from!
Now that you have some things to consider for 2019, you're ready to
Get Noticed and
Get Business. The best direct mail pieces target the right people with the right offer at the right time. Are you ready to create your best direct mail campaign? Call
AlphaGraphics Ballantyne today.
Source:
Printing Impressions