Roll Your Eyes or Prepare for April 17 Postal Increase?
By Julie Sullivan on April 12th, 2011
1. Roll your eyes and feel defeated by yet another price increase, certain that direct mail has become cost-prohibitive. OR
2. Scratch your head and reflect on ways to optimize your programs and actually save money despite the postage increase.
If you, like me, opt for the silver lining approach, let’s explore four smart and easy ways to decrease your direct mail spend and increase your response rates. Talk about a win/win proposition!
- Segment Your Data. By segmenting your database, you’ll be able to quickly discover buckets of opportunity ranging from your most profitable customers to your highest potential prospects. Allocate your marketing dollars wisely, and don’t waste your budget on messages that will fall on deaf ears.
- Craft Relevant Messaging. As a direct marketer, you goal is to illicit response. Not only do you need to find the right audience, you also need to hit them with a relevant message that will get them to act on your offer. Incorporating strategies such as personalization and human behavior response triggers into your copy and design can improve your response rate and ultimately increase revenue.
- Digitize Your Print. Use technology that will transfer your one-sized-fits-all communications into meaningful conversations. Through business rules assigned to your program, variable digital print can take hundreds of variables and make them come alive into a personalized message for your target audience. Less volume and higher response can validate the digital print ROI.
- NCOA Your Mailing List. An upfront investment in NCOA (National Change of Address) could save you sometimes thousands on undelivered mail. Use this updated data with correct mailing addresses to cleanse your database and maintain a high quality list.
I received a timely example in the mail yesterday that brings home the point I am trying to make. A catalog called “Your Electronics Source for Engineering Solutions” was sent to me but with the title of a position I held two years ago. Had I left Wilde, this irrelevant catalog would have never come to my attention. Lucky for them, I’m still at the same company. But unlucky for them, I’m not in the market for Extra Rugged Sealed Circular Connectors or Round Pin Fin LED Heat Sinks anytime in the near future. Money, in my opinion, not so well spent.