A Direct Mail Guide: Data Quality, Market Segmentation, Call to Action and Follow Up

Direct Mail could be the missing ingredient in the marketing mix for many businesses in 2015.
 
“There is much less clutter in the mailbox than there is in the inbox; if you add Direct Mail as a part of your marketing mix, you may see a potential increase in over all campaign ROI,” said Nancy Atwood, Vice President Business Development. “But one must implement smart strategic steps in order to get the most out of their Direct Mail dollars.”
 
Here are a few steps that should be implemented to get the most out of the medium: 
 
Step one: Review the quality of your data and ensure you have a clean file.
The data quality of the list is one of the critical keys to Direct Mail success. Businesses that want to ensure their data files are accurate should consider implementing address hygiene services, similar to the ones offered at Anchor Computer. Taking this step drastically improves mail deliverability.
 
“When a client wants to ‘clean’ their list, I always recommend they utilize traditional list cleaning services in conjunction with our proprietary services such as MaxCOA (Proprietary Change of Address), Anchor Address Enhancement and Deceased Suppression; this minimizes wasted resources and maximizes deliverability,” said Atwood.
 
Step two: Segment your data into clearly defined markets
Market segmentation allows businesses to divide their data into smaller targeted marketing groups. There are several segmentation strategies, these include behavioral, demographic, psychographic or geographical. Segmentation allows businesses to design marketing campaigns that are more relevant to their customers’ needs and expectations. The more targeted the promotional campaign is to a specific audience the greater chance of success.   
 
Step three: The Call to Action
Direct Mail is about getting a response to a call to action. Make sure to include a compelling offer that gives the target audience a reason to promptly respond to the direct mail campaign. This may seem like a no brainer, but many direct marketers don’t include an appealing enough offer to entice their audience to respond. Look at the piece from the recipient’s perspective and use that to craft the offer.
 
Step four: Follow up
There are so many distractions inundating today’s buyer. In order to break through the day to day clutter, you have to create multiple touch points. Direct Mail should be part of a multichannel marketing campaign that includes planned follow up. Creating an email follow up to the same recipients reminding them to take advantage of their offer boosts the odds of overall campaign conversion. 
 
Capitalize on the opportunity created by the lack of mail box clutter and implement these 4 smart strategic steps to get the most out of your next Direct Mail campaign.
 
About Anchor Computer: A privately held company based in Farmingdale NY, founded in 1974. The business started as a service bureau addressing the need of direct mailers that were required to meet USPS data processing standards, and direct response marketers looking for improved data management solutions. As the industry changed, Anchor not only adapted, but often lead the way. As Anchor moves forward it remains dedicated to the highest level of customer service, quality, innovation, and technology. 

Contact Information

Nancy Atwood

Vice President Business Development

Anchor Computer

nancy@anchorcomputer.com