Improving Direct Mail Results One List at a Time

Your creative is compelling. Your offer is irresistible. So why aren’t you getting good results? Chances are it’s your mailing list.

A bad list can bring your marketing campaign to a screeching halt. When you’re trying to stretch your marketing dollars and improve your results, targeted lists and high-quality data can make all the difference. Here are three steps to improve the quality of your lists and boost the effectiveness of your marketing campaign:

Clean and Update Your List
Gathering data on your customers and prospects is relatively easy; keeping it accurate and updated is the hard part. For example, some of your customers will move, others will change their names or phone numbers. If your mailing list contains outdated information, you’re not connecting with all of your customers and prospects. More importantly, you’re sacrificing a valuable source of revenue. By regularly cleaning and updating your mailing list, you will connect with more customers and boost response rates.

Fill in the Missing Pieces
If your mailing list is limited to only names and addresses, you’re sacrificing an opportunity to contact customers through multiple channels. Adding contact information such as email addresses and telephone numbers can help increase sales conversion rates through the use of Integrated Marketing campaigns. By adding demographics, you’ll gain a clearer picture of exactly who is buying your product or service. You can also use that data to customize your campaigns through the use of Variable Data Printing.

Rethink Your Audience
Even the fanciest direct mail piece will fail if you’re sending it to the wrong people. The easiest way to ensure you’re targeting the right prospects is to study your best customers – what do they all have in common? By identifying their unique characteristics, you can fine-tune your list to include only those most likely to buy from you.

Your mailing list is the #1 factor in the success of any direct mail campaign. Obtaining targeted lists and maintaining high-quality data can have a strong impact on your campaign results.