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How Strong is your Direct Mail Foundation?

Designing a new direct mail campaign? Let the creativity flow! However, the basics still need to come first. Before setting your designer loose, take a step back and make sure you’ve covered the fundamentals. 1. Mailing list Is your mailing list current? Are you mailing to the right people? Are the names up to date? Are there duplicates (or even triplicates) that need to be culled? 2. Segmentation Whether or not you are doing full personalization, your mailing should still use basic segmentation. If you’re selling homeowners insurance, for example, you’ll speak differently to families with children than you will to retirees. 3. Data accuracy Especially if you will be personalizing, it’s a go

Not Personalizing Yet? 3 Data Points You Need to Know

Are you among the marketers who have not yet started sending personalized direct mail and email communications? Are you still using a “one size fits all” marketing strategy? If so, here are three data points that you should keep in mind. 80% of consumers are more likely to do business with a company if it offers a personalized experience. (Epsilon) 41% of consumers have abandoned a brand because of “poor personalization.” (Accenture) Targeted communications that are relevant and useful can create lasting customer loyalty and drive revenue growth of 10% to 30%. (McKinsey) We live in a world in which consumers expect to be catered to. Not only are they willing to reward brands who cater to th