Direct Mail Marketing: The Role of Data Management

Did you know that direct mail response rates are five to nine times higher than any other advertising channel? Direct mail is known to be one of the most effective marketing tools out there, but is it right for your business?

One way to know is to analyze the data. With any marketing campaign, you should be aware of the statistics you’re collecting and how to analyze them for future campaigns.

Continue reading to learn all about direct mail data management and how it can help your business grow!

What Is Data Management?

Data management is the practice of collecting, keeping, and using data securely, efficiently, and cost-effectively to align with your business goals. These analytics can optimize your business initiatives to help increase your bottom line ie: sales, leads, etc.

Like many marketing channels, you’ll need data to showcase why you should continue to spend money on ad campaigns, including direct mail.

Collecting Data

In direct mail, there are a few different data points you’ll need to collect in order to be successful. This information can help you understand your customer and/or decide which assets are working best.

Target Audience

The first rule in any marketing campaign is to know your audience. One way to figure this out is to look at past purchases to see who your buyers are. Once you understand that, you can segment your buyers into different target audiences to get the most bang for your buck.

For example, you wouldn’t speak to a 65-year-old woman the same way you would speak to a 25-year-old man. If you send them the same message, you could be wasting your time, effort, and money. Once you’re able to collect this information, you can then target your messaging to relate to those specific groups which will likely increase your return on investment (ROI).

Conversion Rates

Once you start sending out your campaigns to your target audiences, you’ll have to find a way to track if they’re interested in your product and/or services. One way to do this is with your call-to-action or CTA.

Some examples of good, trackable CTA’s are coupon codes, QR codes, email registration links, downloadable links to e-books, and more. These CTA’s will help you track who is taking action from your direct mail campaigns. That data will then help you calculate your conversion rate so you know if your campaigns are actually working.

A/B Testing

Another great way to collect data is through testing. When you first start a new campaign, it’s hard to know what will work and what won’t. Try experimenting with split tests.

Split tests, or A/B testing, is a way to find out which messaging or graphics are working best for your segmented audiences. For example, you could test brochures vs. flyers, or two different CTA’s, to the same target audience to see which has a better conversion rate.

Analyze

There is no point in collecting data if you’re not going to analyze it. Analyzing data can help you see which messages need to be tweaked, which audiences are the most likely to buy, and much more. Analyze your data to help improve your marketing efforts.

Direct Mail Data Management

Now that you know which data to collect, it’s time to start your direct mail campaigns! For more information on which direct mail services are right for you, contact Modern Mail today!

5 Reasons Why Direct Mail Marketing Is Better Than Email Marketing

We live in a highly digital world, where social media reigns supreme and people are tied to their mobile devices more than ever. So would you believe that physical mail is one of the best forms of marketing right now?

Believe it.

Studies show that 41% of people in the United States are eager to check the mail each day. In fact, direct mail is better than e-mail in a lot of different ways.

Keep reading so that you can learn about the benefits of direct mail marketing, and why you should prioritize it over e-mail.

1. Direct Mail Gets Better Engagement

Engagement is the name of the game for any form of marketing that you look into.

This is one of the greatest benefits of direct mail since it gets better engagement than e-mail marketing. You can easily hit delete on an e-mail, but people interact with direct mail with more engagement since it’s a physical object.

You’ll love the engagement that you get when you also find ways to leverage it with your marketing campaigns.

2. People Value Tangible Keepsakes

Many people are choosing to go minimalist and decrease clutter in their lives right now – e-mail included. Throwing away something physical requires more of a decision.

In fact, in this day and age, people appreciate tangible keepsakes over digital communication. This gives direct mail more longevity since you can send out mailings that people can see every day, reminding them of your brand.

3. It Gives a More Personal Feel

Direct mail gets sent directly to your recipients’ homes — it doesn’t get more personal than that. This personal feel can reap huge rewards for you and build brand equity with your customers.

The trust that you build with direct marketing will keep paying off for the long term. Direct mail services companies will work to personalize every piece of e-mail so that you can build on this benefit.

4. You Don’t Need People to Opt-In

Direct mail is more likely to hit its target because there’s never a need for people to opt-in. As long as you have their mailing address, you can count on your mail hitting the mark.

This is one less barrier of entry that you need to worry about with this form of marketing.

5. Direct Mail Weeds Out the Competition

Finally, you’ll appreciate the fact that there’s far less competition right now with direct mail. Everyone is fighting for digital real estate at the moment, which opens the door for more opportunity with physical mail.

When there’s less noise to contend with, you’re far more likely to get the results that you’re looking for.

Embrace the Benefits of Direct Mail Marketing

These benefits of direct mail marketing will carry you far when you’re trying to enhance the reach of your brand and business. Now that you know more about email vs direct mail, it’s time to find the help of a company that can assist you.

Modern Mail & Print Solutions can help you out with whatever you need. Take time out to contact us on our website, or pick up the phone and dial 1(888)430-6245.