I spend a lot of time talking with smart marketers about the power of direct mail. The thing is: When planned and executed well, direct mail can be an extremely powerful customer acquisition tool.
Speedeon Data Blog
Among experienced direct marketing professionals, effective direct mail campaigns are comprised of three main components:
I recently returned from a trip to Minneapolis for The Print Event. This event was full of masterclasses, panels, presentations and keynotes focused on helping savvy marketers capitalize on print as a profit-driving marketing channel.
According to Forbes, U.S. advertisers spend $167 per person on direct mail to earn $2,095. That's 1,300% return on investment. Furthermore, average response rates for direct mail are 3.7% compared to 2% for mobile, 1% for email, 1% for social media, and 0.2% for internet display.
Saturation mail has long been used by marketers as a cost effective way to saturate a neighborhood with their direct mail communications via carrier routes. But traditional saturation mail strategies present marketers with a dilemma; big savings on list costs and postal rates versus imprecise targeting and potentially lower response rates. Response models can help marketers better optimize their saturation mail programs, resulting in increased targeting capabilities and response rates along with reduced print and postage costs.
News flash…direct mail isn’t dead. In fact, direct mail remains one of the most effective marketing mediums that currently exist. Yet many marketers are adopting a primarily digital approach when communicating with consumers. It might be time to rethink what direct mail brings to the table.
Are you aware that Modeled Data can be more accurate, powerful and complete than traditional demographic data? Modeled Data has many advantages over traditional demographic data, and can be used in a wide variety of direct marketing, customer segmentation, and data modeling applications.
With this year’s holidays just around the corner, the U.S. Postal Service once again has published its truly eye-opening “Holidays By The Numbers” brochure for 2012. The U.S. Postal Service continues as a 65 billion dollar company serving more than 150 million American homes, businesses, and PO Boxes in every state, city, town and borough in the country — delivering nearly 40 percent of the world’s mail.
Earlier this year, the United States Postal Service presented data from a 2010 Undeliverable As Addressed (UAA) study. The 2010 data was compared to data from similar studies conducted in 2004 and 1998. Although UAA mail has reduced significantly from 2004 to 2010, the overall volume of UAA mail still remains high and results in significant costs to mailers and the USPS.
Topics: Direct Mail
In a down economy the companies that choose to sit on their hands and hide under a rock are usually the companies that come out of the recession wondering where all of their customers went.
Everyone has their favorite pizza place. Whether it’s a national chain restaurant, or a local pizza shop, it’s your first call when the craving hits your stomach. But before you order, you might consider using coupons. You also might consider having it delivered rather than picking it up.
Topics: Direct Mail