Questions to ask when outlining a direct mail campaign with address verification
Many direct marketing pundits don't see the behind-the-scenes action that goes into creating a direct mail campaign. Unfortunately, many marketers also remain ignorant of the creative process behind brainstorming a campaign and launch into the process with no solid foundation. It's crucial to the success of a campaign to begin by questioning what the goal of the campaign is. And marketers can eliminate a needless step by using address verification software, leaving them time to focus on more important things, including:
What is the main objective? Marketers won't accomplish much without a clear goal in mind. Whether that is getting mail recipients to call a business, visit their website or respond by direct mail, it needs to be set in stone. Aimlessly sending out an unfocused marketing message is a waste of time and resources.
What tools will be used to supplement mail? QR codes have become a major selling point for direct mail, but marketers can't just slap one on mail pieces and expect results. Landing pages need to be synced and tracking techniques need to be put in place. Social media and video are other tools in the arsenal of the marketer.
What is the target audience? Establishing an identity for the target audience is immensely helpful to optimizing a campaign. Marketers need to know who they're selling to before they can sell to them successfully. Age, gender, income, familial status, employment and location are just a sampling of the qualities marketers need to take into account.