While successful direct marketing campaigns hinge on tried-and-true practices, every strategy needs a little sharpening from time to time. Without it, your efforts can become monotonous, slowing results and flatlining return on investment (ROI). If you want to level up your marketing game, consider these helpful hints to keep your campaigns fresh:
- Fine-tune your target audience
- Hone your goals
- Polish your direct mail approach
- Track and evaluate the results
Keep reading to learn more about these helpful hints for sharpening your direct mail marketing strategy for higher response rates and ROI.
Fine-tune your target audience
If you caught our article on the 40-40-20 rule of direct mail marketing, you know that your campaign results rely heavily on how well you know your target audience, accounting for 40% of your results. Today’s advanced technologies make understanding your targets easier with access to valuable consumer data beyond basic demographic information, including income, hobbies, interests, and homeownership status. Knowing precisely who you’re targeting and what matters to them helps you craft mailers that resonate with those groups.
Hone your goals
Another way to sharpen your direct mail strategy is to create precise and realistic goals for your campaign. For instance, how many donations, sales, or memberships do you need to move the needle? Next, consider your organization’s resources and overarching mission to ensure the goals are achievable. Then, assign key milestones, deadlines, and associated tasks to create a clear and organized focus for your marketing team.
Polish your direct mail approach
While direct mail has always been a successful marketing strategy, new technologies like IQ Mail make it even more effective. IQ Mail is an omnichannel direct mail solution that increases campaign exposure and improves response rates by 23-46%. It integrates the offline benefits of print communication with digital platforms like Google, Facebook, Instagram, and Informed Delivery®, turning a single mailer into multiple impressions to the same audience across several platforms to stretch your marketing dollars further than a traditional campaign.
Are you interested in learning more about IQ Mail? Schedule a demo.
Track and evaluate the results
Can you track the results of your last direct mail marketing campaign? Trackability is a common challenge of direct mail and another opportunity to sharpen your strategy. Understanding campaign performance helps you determine what’s working and what’s not, so you can allocate marketing resources wisely and calculate ROI accurately. The technology behind IQ Mail makes tracking campaign effectiveness easier with an easy-to-use online dashboard featuring insights on who responded to your campaign and how they chose to connect with you, whether via your website, social media, or phone.
In this climate, where direct mail trends drive more digital activity and engagement, refining your direct mail marketing strategy in these four ways can give your campaigns the boost you need to get ahead.
ROI-driven direct mail services
As a full-service direct mail services partner with decades of print communications experience, we have the marketing and operational expertise to help you craft ROI-boosting campaigns. Over the past several years, we have nearly tripled in size, earning a spot in the country’s top 400 largest printing, mailing, and fulfillment companies.
We continually provide the latest technologies in our end-to-end mailing services, giving you access to all the tools you need to elevate your next direct mail marketing campaign. Our offerings include database and list maintenance, variable data printing, and IQ Mail, an intelligent multi-channel approach to direct mail.