Technology playing an important role in direct marketing success
Marketers are utilizing address verification and other data management solutions to ensure the success of their direct mail campaigns, emphasizing the importance of technology in the direct marketing realm. Mail derives its strength from being a meaningful medium that companies use to develop strong relationships with their target audience. Many businesses have found that address verification software plays an important part in keeping in contact with valued clients. The more accurate customer data is, the better chance marketers have of reaching them.
The U.S. Postal Service touted technology as a key player in improving communication with customers and staying on top of consumer demands. Because mail is so personal, marketers can use it in conjunction with other mediums and provide a more cohesive brand experience for consumers. As the business world quickly turns digital, mail still connects with people on a deeper level. This means that it can aid any other marketing platform that companies decide to employ.
"Through the convergence of data and technology, mailers can use the insights about individual interests to make mail more personal," said Postmaster General Patrick Donahoe. "With imbedded QR codes and augmented reality, mail becomes much more functional and creative, creating an even more influential experience."
Not only does technology help plan a direct mail campaign, it allows marketers to see the progress of their efforts. Measuring direct mail is incredibly important because future campaigns depend on the results. If companies utilize address verification, they should be able to perfect their mail content and design based on how recipients respond. Looking at data and response rates, marketers can decide how to proceed and plan new lead generation strategies, says the Houston Chronicle. Without technology resources, marketers may not have the opportunities they do today to grow their company.