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Direct Mail Helps All Of Your Other Marketing Efforts

January 28, 2013

Postcards Direct MailWe’ve often discussed how Direct Mail is a great way to reach your target audience.  It can be personalized, it can standout in the clutter of digital messages and over 80 percent of people read or skim their direct mail messages.  And according to ‘Print is Big’ over 60 percent of people prefer to receive mail over other forms of marketing communication.

With all that being said, there are still ways to make sure you get the best ROI (Return on Investment) for the budget you allocated for Direct Mail.

1.  Make it Personal.  Personalization is very important to increasing response rates.  Variable Data Printing will let you segment your database and create targeted messages.  You can then send messages that appeal to the a specific group and since it is now relevant your campaign is more likely to have higher response rates.

2.  Get Your Recipient Involved.  By using tools like personalized URLs and QR codes, or interactive print, you can not only involve your audience for a longer time period, but you can also track and measure what links they click on and how long they spend with each piece of digital content that is tied into your campaign.  Studies indicate that one in five people who scan a QR code will ultimately make a purchase.

3.  Measure, Measure and Measure. Understanding what works and what doesn’t will let you fine tune future programs and allow for even higher response rates.  If you are not measuring then you are operating in the dark and will not know what to tweak or what programs to expand upon.

Direct mail is a powerful tool to enhance all your marketing efforts, including online marketing.   It avoids the clutter of emails, it can be personalized and offers a way to engage your customer with QR Codes and Personal URLs. If you are not taking advantage of Direct Mail get started today!

 

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