Why direct mail and address verification thrive
Creating a meaningful experience for customers is more easily accomplished if companies use address verification to ensure contact information quality. The more people who receive mail intended for them, the more opportunities companies have to further their relationship with them. Plus, an interesting and innovative direct mail campaign will intrigue recipients and hopefully urge them to invest in the products of services available.
Direct Marketing News reported the U.S. Postal Service, in an effort to encourage more First Class mail, is starting to offer more promotional and special value mailing services to encourage direct marketers to continue using direct mail. Its latest program, Simple Samples, is a new flat-rate shipping service with four different sampling options under the same pricing scheme. The whole point is to offer quality services at a lower cost and entice marketers to try something different with their mailing campaigns.
"We're trying to bring the costs down on sampling through the mail to the point where the marketer says, 'Hey, I've got to give this a shot,'" Marc McCrery, brand manager for shipping at the USPS, told Direct Marketing News. "Plus you can add a redemption vehicle, measure response, and get a fix on ROI."
In addition to address verification software, the features McCrery mentioned make direct mail hard to beat. From the beginning stages of planning to tracking response rates, mailing campaigns can offer extremely personal, measurable and effective marketing options for businesses.
The overall benefits of mail lie both in the services used to deliver the piece as well as the actual piece itself. When combined, Media Horizons says that campaigns make for a long-lasting impression on target audiences, brand image booster, consumer response invoking and, not to mention, inexpensive way to interact with customers and potential clients.