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Direct Mail Marketing: Strategies for Success One shot advertising doesn’t work. The most effective direct mail marketing
campaigns are consistent and frequent.
To use direct mail marketing effectively, you’ve got to: target your mailing,
screen out duplicates and verify addresses to make sure you’re accurately
mailing as many pieces as you can, plus qualify for postal discounts.
A major advantage of direct mail marketing is being able to target your audience
with greater precision.
Target Your Market Use marketing tools, including ZIP Code™ directories, to zero in on specific
demographics—income levels, martial status, age, education, etc. Suppose your
target demographic only resides within a 2-5 mile radius. Wouldn’t it be a waste
of money to advertise beyond those parameters?
Marketing tools like ZIP Code directories that allow you to link the ZIP Codes
in your customer database to latitude/longitude coordinates are available and
affordable. This kind of marketing tool will enable you to profile those ZIPs
for valuable demographic variables, or pinpoint customer clusters for future
mailings. After all, 41 percent of your direct mail marketing campaign’s success
depends on the mailing list.
Purge DuplicatesSending multiple pieces to potential prospects not only wastes money—print,
production, and postage costs—it harms your brand image and portrays you as a
nuisance. Now where’s the benefit in that?
Deduplication (merge/purge) software eliminates duplicates and is
of particular value when combining records from more than one list.
Verify AddressesEvery address on your mailing list should be verified as deliverable before you
mail. Find postal automation mailing software that
prepares your mailing list to meet USPS® requirements for maximum discounted
mailings.
If you are unsure about the application of marketing software and how it can
help your direct mail campaign, find a direct mail marketing provider that
offers free trials or downloads of the marketing software you are interested in.
Campaigns and promotions that create a positive cash flow are always worth
repeating, so don’t let uncertainties or a lack of knowledge keep you from
experiencing direct mail marketing success!
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