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Direct Mail Malaise?
Transform Your Direct Mail Strategy Into A Force To Be Reckoned With
Any business leader knows that the success of an organization is driven by one key thing: whether or not people buy what the organization is selling. According to a recent survey involving U.S. senior executives, marketing will be the most important area of expertise for the next generation of leaders.
Every business needs customers to survive and even more importantly, every business must maintain those customers while constantly cultivating new ones. The most effective way to accomplish this is to learn from your current customers. Everything. Ask yourself the following questions to get started:
- Who are they?
- What do they have in common (i.e. do they share a hobby, an age range, a life stage, or a geographic community?)
- Can you break them down into groups?
- What makes each cluster different?
The answers to these questions hold a wealth of insights for you. Insights that can lead to an effective direct marketing campaign.
But direct marketing is often overlooked by many businesses that could greatly benefit. Here are statistics proving the effectiveness of direct mail campaigns.
According to the Direct Marketing Association's (DMA) 2005 Postal and Email Marketing Report, businesses that are currently using direct mail as part of its overall marketing strategy are experiencing positive results such as the following:
- For postal mailings, 43% of direct marketers indicated that their up-front gross response has increased from 2003 to 2004.
- As with postal mailings, when asked about 2004, respondents showed more optimism in their up-front email response rates, with 51% projecting an increase and 32% stable response rates.
- For postal mailers, the top list techniques used to improve 2003 front-end response were enhancements to internal housefile databases (50%), demographic segmentation (50%), and prior mail history analysis (46%). Most list techniques had a success rate of 80% or greater.
These results indicate that the power of direct mail is underestimated. Emphasize it in your 2006 marketing plan...for increased results in the new year.
O'Neil's ONEsuite™ solutions can transform your direct mail strategy into a force to be reckoned with. For more information about mass customization of your direct marketing message, contact O'NEIL Data Systems. Phone 866–659–0824, or email us at sales@oneildata.com.
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