In this digital era of marketing—email, SEM, social media, display advertising—you might wonder why people even bother with direct mail at all. Why use snail mail to send a message that will take days to arrive, when you can engage prospects on their screens for almost-free?
Well, because it’s a powerful resource, even in this digital age. A campaign that includes a good direct mail strategy is 40% more likely to deliver top-ranking acquisition levels than a campaign without any direct mail at all.
Furthermore, 57% of people say that receiving direct mail makes them feel more valued. Clearly, direct mail delivers something tangible that screens simply can’t.
But in order for direct mail to work, you need two things: the right audience for your mail, and the right mail for your audience.
We recently teamed up with Sendoso on a strategic guide to help marketers create winning direct mail strategies. You can check out the full guide here, and read on for a quick glimpse into the three steps imperative for direct mail success.
1. Find your ideal direct mail prospects
Historically, companies would send direct mail to a large, undifferentiated audience, hoping for a smidgen of engagement. But in today’s world, we have a powerful tool to change this outcome—Modern Account Data.
Account Data for direct mail is like GPS for lost travelers. It provides directions for a successful outcome, helping us marketers avoid costly wrong turns and focus only on prospects that are likeliest to convert. The result is a smaller up-front investment for a greater overall ROI.
First identify your high-Fit accounts using a tool like EverString—which learns what your best customers have in common, builds models based on those successful relationships, then finds new prospects and scores them using firmographics, technographics, and personalized signals.
Which prospects are a good fit for your company? Which ones are searching for a solution like yours right now? Look for the answer by using Modern Data and, boom—you’ve got your ideal audience.
2. Segment your direct mail list
Rather than sending the same direct mailer to your entire list, you’ll need to segment based on where prospects are at in the buying journey. This will ensure that you’re not overshooting or undershooting your mark with those who are eager to buy or are only mildly interested.
- The Diamond Ring: Prospects in this tier score high on fit and intent. They qualify for your product or service, and they want to buy it soon. Recommended price per send for this Top Tier is $50, and number of sends around 25.
- Friend Zone: Prospects who score high on fit (they look like your best customers), but haven’t demonstrated intent. They may not be interested in a purchase today, but who’s to say that won’t change soon? When it does, engaging them now might mean you’ll get a call later. Recommended price per send for this Middle Tier is $25, and number of sends around 100.
- The Overcrowded Single’s Bar: They’re not a good fit and they don’t have any intent. You might get lucky here, but you’re better off spending your time on the other tiers. Recommended price per send for this Bottom Tier is $10, and number of sends around 250.
3. Track, analyze, and measure your direct mail ROI
Finally, unlike direct mail of days gone by, we can actually measure direct mail performance. Be sure to attach your direct mail sends to a campaign in order to measure the ROI. Make sure that you are tracking sent, delivered, and responded at the very least. This will help you do more of the thing that’s working, and less of the thing that’s not.
To learn more you can read the full strategic guide, How Modern Data Improves Direct Mail. If you’re ready to identify new prospects that look like your best customers, schedule your custom demo and we’ll show you exactly who to target.