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How do you create a successful direct mail campaign? - Part 1

May, 2023

When it comes to direct mail marketing, 40 percent of success comes from how effective the direct mail marketing list is. Another 40 percent will depend on how compelling the offer is. And the remaining 20 percent includes design, copywriting, delivery date and method and more.

Direct mail effectiveness increases when direct mail is utilized as part of a robust marketing campaign that also includes email, social media and other marketing channels and strategies. But each element of that comprehensive campaign must have robust planning, execution and measurement in order to be a success. A direct mail campaign, as with any marketing tactic, begins with a plan.

Define direct mail marketing strategy and goals

An effective direct mail strategy begins by identifying the core purpose and focus of the overall campaign. Often, this is brand awareness, lead generation, sales or customer retention. This strategy is the blueprint for the entire campaign and sets the stage for what metrics need to be measured to determine how successful the campaign is, so it’s important to take time and be as specific as possible when defining strategy and goals.

Define direct mail audience and create mailing list

One of the key elements of a successful direct mail marketing campaign is to know exactly who your target audience is, how to get in front of that audience and what specific action(s) you want them to take.

Target audience

Start with your existing customer base and what you know about them – demographics, behaviors, likes, dislikes, challenges, etc. Then, add past campaign analytics to help narrow the audience to the people most receptive to your messaging and most likely to take action.

Types of direct mailing marketing lists

The more precisely you can target the audience you’re mailing to, the better the return on investment (ROI) of a direct mail marketing campaign will be. Some businesses use existing, in-house mail lists, others rely on those plus very detailed third-party mailing lists. There are various types of mailing lists that range from more general to highly targeted. A few types of direct mailing lists include:

Every Door Direct Mail (EDDM)

A registered trademark of the U.S. Postal Service, Every Door Direct Mail (EDDM) uses the most up-to-date data to target people to receive direct mail pieces based on mail routes. EDDM does not require any existing mailing lists and audiences are chosen using basic demographics and ZIP codes.

Saturation Mailing

For businesses with an in-house mail list or those wanting to work with third-party mailing list providers, saturation mailing allows you to eliminate mail recipients according to demographic information such as marital status, age, etc. Being able to more narrowly target an audience can result in a selection of recipients more likely to make a purchase or take the desired action.

Targeted Mailing

Targeted mailing requires a partnership with a third-party direct mail vendor to provide access to comprehensive, high-quality data to create customized direct mail marketing lists. Working with a third-party partner, you can enjoy proprietary data and analysis that helps get your direct mail piece to the right people at the right time, increasing responses and purchases.

Also read: Customer Relationship Management : Managing & Nurturing your Customer Relationships for Repeat Business

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