Address correction software improves deliverability and response rates
A crucial part of any direct mail campaign is the ability to get mail and promotional content to the targeted audience. The content and design of the mail could be high-quality, but without address correction software and proper hygiene, efforts will be fruitless. Increasing direct mail responses and seeing a higher return on investment means companies need to solidify every aspect of their campaigns, especially list maintenance practices.
Once content is created, designs are finalized and mailers printed, marketers should always make sure their mailing lists are updated and contain accurate contact information. This is an essential part of the process, as the time and money spent on planning the campaign should help the company see profits, and that is only possible if mail reaches intended recipients.
In addition, tracking mail gives companies a good idea of how the campaign is faring, whether it's successful or needs adjustments, and prepares companies for future consumer interaction, says Direct Marketing News. Keeping tabs on how marketing efforts are paying off helps when it comes time to plan a new campaign and spread brand awareness.
When companies use address verification solutions, they will most likely see a higher response rate. Proper list maintenance helps interested customers receive relevant material from companies. But marketers can further improve response rates by ensuring all addresses are deliverable by the U.S. Postal Service, cleaning out excess or duplicate contacts and testing different variables of the campaign, according to the Marketing Zone.
Gathering new leads from businesses or people in the area, targeting specific markets and partnering with other companies and sharing lists can also be beneficial, says the Marketing Zone. But it's important to use address verification software to make sure that the lead is contacted and doesn't slip away.