These Basics Help Maximize Direct Mail ROI

Industry data shows that direct mail is still relevant and effective in this digital era, which is why clients continue to come to AccuList for its expertise in targeted direct mailing lists and data services. While postal mail wins a higher response rate than other direct marketing channels, its higher costs also intimidate those wary of ROI stumbles, so as marketers begin to prepare 2020 budgets, we’ll pass along some key tips for making “the most of the post” from Chief Marketer. There is a difference between good and bad creative, for one. Anxious to pack in maximum value for the cost of postage, direct mailers can create counterproductive pieces. Long-winded content and pieces crammed to the gills with words, images and multiple messages actually can create confusion that drives recipients away rather than calling them to action, the Chief Marketer article warns. Instead, use white space judiciously to highlight key content, keep messaging direct and simple, and make the offer and call to action clear and easy to follow. If you have multiple messages, consider multiple mailings. On the other hand, don’t be afraid to look for a wow factor that will stand out amid mailbox clutter. Oversize or dimensional mail pieces, promotions ranging from a personalized item to a free report, or an overnight envelope that sparks open-me urgency are examples that have proven effective in boosting response. Next, direct mail success starts with clean, up-to-date list data and selective targeting of prospects or customers. Just choosing the right targets is not enough, however. They must receive a targeted message. Marketers should use demographic, geographic and psychographic parameters to segment lists and then variable data printing to craft personalized content to send the right message to the right audience. But trying to reduce mail costs by skimping on testing—whether of list, creative or offer—is sure to backfire in terms of ROI, especially when introducing a new brand, product or creative. Always test to optimize response before risking the cost of rollout. Failing to track mail response across channels, especially in today’s multichannel world, also will compound ROI risks. Before you mail, consider how you will measure ROI, such as visits to a unique URL, calls to a dedicated 800 number, mailed reply card, or other response device, advises the article. For more tips, see our website blog post at https://www.acculist.com/basic-steps-help-maximize-direct-mail-roi/