Strategies for direct mail success
Direct mail is far from extinct, but businesses must be strategic in how they execute direct mail campaigns to be successful, according to a recent post on Buzz Small Business Magazine.
Marketers can improve their direct mail initiatives by making sure their contact data is correct. By keeping up with current customers and using address verification software, marketers can make sure their direct mail content is reaching actual addresses.
Multiple mailings may be necessary to snag a substantial number of new customers, according to the piece on Buzz. As many as seven "exposures" might be required to land a prospect. Buzz recommended companies use recycled materials to print their mail pieces, in order to reduce the environmental impacts of repeated mailings.
The website said targeting efforts can also help businesses see higher response rates, and these smaller mailings will also be more eco-friendly than mass mailings that reach unlikely prospects.