In today’s digital world, the physicality of direct mail can help amplify your marketing strategy to break through the clutter and drive action. In fact, according to the Online Marketing Institute, direct mail yields the highest conversion rates for both B2B and B2C campaigns in terms of response rates.
When it comes to direct mail marketing, a campaign is only as good as the audience it reaches which comes down to the quality of the mailing list itself. Here are some key considerations for building a mailing list that drives leads, engagement and retention:
1. Analyze your existing data.
Successful marketers collect customer and prospect names, email and physical addresses via trade show registrations, social media responses, contest entry forms, white paper downloads, product warranty cards, e-newsletters subscriptions and other simple sign-up forms. Start building your organic mailing list by tapping into that information and tracking purchase behavior.
2. Rent a targeted mailing list.
Today’s small and mid-sized business marketer can easily and affordably leverage the power of highly-targeted data to reach a very specific audience. Using one of the premier list sources, there are 25,000 B2B buyer lists and more than 38,000 B2C lists, many highly targeted by demographic and lifestyle characteristics.
3. Harness the power of mailing list segmentation.
When it comes to customers, one list does not fit all. Segment your house list to enable your messaging to be more relevant and meaningful. With variable data printing capabilities from your print marketing provider, you can personalize text and images by individuals or groups to improve response rates.
Planning your next direct mail campaign? American Speedy Printing can help you source a new list and manage your house data file. For one-stop convenience, we can also design, print and mail.
Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.