There are several factors to consider when choosing a direct mail marketing company. These factors include flexibility, Variable data printing, retargeting, and cost. If you’re unsure what to look for, read on to discover what you should look for. In addition to offering a variety of direct mail solutions, a good direct mail marketing company will have resources to help you design campaigns and customize your communications with targeted audiences.
Variable data printing
Variable data printing gives marketers the ability to speak to specific customer segments. Typically, a marketer will have a master list and two types of lists – prospects and current customers. A prospect’s list, for example, may consist of homeowners within a 25-mile radius of the business, as well as households with two incomes and children.
Direct mail marketing companies can take advantage of this technology to personalize their mailings. With this tool, they can target a specific demographic such as households with children, or those who own a specific car type. This type of personalized marketing is more effective than generic mail because people are more likely to respond positively to it than generic mail.
Flexibility
Direct mail can serve a variety of purposes, from serving as an invitation to a short-term promotional tool. For example, if you’re new to a particular product or service, direct mail can be a great way to drive initial use and create immediate revenue. In addition, direct mail is an inexpensive way to reach a targeted audience.
Direct mail marketing companies can offer design, printing, and shipping services. Some also offer response rate tracking, which can provide valuable data about your customers and the effectiveness of your campaign. This data is especially helpful when determining the return on investment from your marketing campaign. Direct mail marketing companies can also help you save a great deal of time by compiling mailing lists and designing promotional materials.
Retargeting
If you’re interested in improving your conversion rates, retargeting is an effective way to reach people who’ve already shown interest in a product. This method allows you to target specific people with a specific message and a customized call to action. Retargeting mailpieces can highlight specific products and make the transition from consideration to purchase easier and faster than ever.
Retargeting is especially beneficial to Gen X consumers. The USPS found that 76% of Gen X consumers responded positively to direct mail offers that offer a discount. This technique works by capturing a web visitor’s identity and matching it with their home address. Using this data, direct mail retargeting can send out a postcard within 24 hours of a web visit, with an offer they might find appealing.
Cost
While the cost of direct mail marketing companies can vary widely, there are several factors that should be considered before you decide to hire a service. First, you should consider the design of your direct mail campaign. You want to make sure it is visually appealing and attracts your target audience. The copy should also be well-written to persuade your readers to take action. You can choose to write your own copy or use a third-party copywriter.
Postage and printing charges can drive the overall cost of direct mail campaigns up significantly. You may want to consider automating the production process using software and a direct mail API. These types of automation solutions eliminate the need for a direct mail marketing company to hire skilled technicians to manage your mail pieces. These systems also include inbuilt templates and data security.
Efficiency
A primary concern in the direct mail advertising industry was overcrowded mailboxes. With more mailers competing for attention, response rates and profitability dwindled. To combat this issue, direct mail advertising companies began to segment the market more precisely. The rise of e-mail marketing and the availability of toll-free telephone numbers made it possible to target specific niches.
Direct mail packages differ in size, content and design, and have evolved in recent years. While the traditional direct mail package contains an outer envelope, a product brochure, an order form, and a reply envelope, modern direct mail packages tend to have fewer components. In a study in 1999, the Graphic Arts Marketing Information Service evaluated several types of direct mail campaigns, including co-op packs, statement stuffers, and ride-alongs. In addition, modern direct mail packages are simpler in design.
