Mar 2 2012 | |
Mail Less Get More! Direct marketing becomes more complicated each year, with higher costs, lower operating budgets, higher success hurdles, and of course, less staff to do the work. Everyone involved with direct marketing needs to re-examine their tools. Direct mail is, and will continue to be, the most responsive and effective marketing method to reach your marketplace. It’s easily quantifiable, tactile, and according to the USPS Household Studies, “81% of all households read or at least scan all of their direct mail.” This seems to be true regardless of the quantity of direct mail they receive. It’s time for many of us to change the paradigm in direct mail – mail fewer pieces and get better results. I know it sounds counter-intuitive, but it can work. Sophisticated direct mailers have already learned that by segmenting their database to determine what action is taken or message that is delivered is critical to getting better results with less mail. They have come to a realization that data (information) is less expensive than postage and printing. The good news is there is no reason all of us can’t do this. The first step is to append consumer demographics, business firmographics, and lifestyle clusters and then analyze and sort the information to create market segments which will allow you to target those customers and prospects that they believe are most likely to respond. The next step is to analyze and sort the data into key market segments. We need to learn to segment our list data based upon relevancy and timeliness to the campaign we are creating. For instance let’s say we are going to market car insurance policies. There are lists of car insurance expiration dates available for purchase. By appending that to your data base or any other purchased data such as demographic and lifestyle data and then excluding your current customers from the list, you can examine the demographic elements such as age and income, type of housing, and even credit score ranges, all of which can determine the risk and the price of the potential insurance policies. Next we rank order the data from best risk to highest risk. We then add expiration dates and re-rank the list taking that data into account as well. By ordering by the expire dates we can segment the best risks with those prospects that fall into the 120 to 90 day expiration date and we have created a highly targeted segment. If we believe that those prospects whose car insurance expiration dates are 120 to 90 days away are the best prospects (typically decisions are made to shop for a better car insurance deal during this time frame) we can eliminate the bottom of the list which contains the highest risk candidates. Why mail to people who are not going to qualify for your insurance policy or that are probably not ready to shop for new car insurance? Since these are the prime qualified candidates they should be mailed a personalized piece that best communicates the opportunity being offered. These messages will now be both relevant and timely. Critical components of a successful campaign! This will allow you to send far fewer pieces than mailing the whole list thereby reducing your cost and making each mail piece much more relevant to the recipient. You may even be able to offer a pre-qualified offer. We can greatly increase the response rate by eliminating the non-relevant mail that is sent just because they are on the list. So, try it and you will see, you can mail less get more and better responses. Be sure and try mailing the InteliMailer for the best results. We know it gets opened, read and acted upon. It can lift response rates by 25% to 40% over postcards, self-mailers and traditional letter packages. Website: www.intelimailer.com Storefront: https://storefront.acculink.com/Promo/Login.aspx InteliMailer Video: http://youtu.be/He429Ylw3l8 | |
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