Data and Direct Mail Marketing
is how we got our start.
Here are some of the ways we can help you
get started on the right track.
A purposeful plan
with real results.
Accurate information will drive your campaign.
DIRECT MAIL FUNDRAISING
A powerful tool with
trusted targeting power.
Capture attention with
detail driven design.
to your customers.
Modern design for your on-the-go
audience tied to your direct mail.
Some Easy Ways to Enhance
Your Next Direct Mail Campaign
See Spot Check.
Use an Informed Delivery campaign to transform your direct mail into an integrated campaign with a same-day, full color promo when recipients check their daily U.S. Postal Service Informed Delivery email.
See Spot Track.
Set up your direct mail campaign with us to provide real-time delivery updates by using an Intelligent Mail Barcode (IMB). You’ll know exactly where your mail is at all times.
See Spot Land.
Enrich your direct mail campaign by giving more detailed information via a web landing page providing an easy way for a prospect to respond and giving you the ability to track who is interested in your product.
See Spot Listen.
Using A/B testing and incorporating the results can give you an edge. Listen to your responders and use what they tell you to drive your creative on your next campaign.
See Spot Glue.
Check out our spot gluing capabilities. When possible, ditching the tabs can give you a cleaner presentation.
Where does customer data come from?
Your company’s social media sites and digital marketing efforts are a rich source of customer data. Website analytics, for example, show what has brought people to your website, buy a product or call your company in the past. CRM (customer relationship management) and POS (point of sale) systems are also packed with customer information. Customer surveys—online or in person — provide valuable insights too.
For most companies, the problem isn’t too little data, but little understanding of its value to growing their business. Many don’t use data to drive direct marketing efforts, but a recent report by McKinsey and Co., the noted international management and consulting firm for qualitative and quantitative analysis, shows that they should.
Data provides a profile of your customer.
Still, many companies don’t use their customer data, opting instead to market to a broad audience and hope for the best.
Misdirected marketing is often the result of this, like a discount coupon for HVAC service sent to the occupant of a rental apartment, or a postcard promoting a luxury car, mailed to a single mother scraping by on minimum wage.
By using customer data, companies can create profiles of ideal customers and then (1) design a marketing strategy and (2) find others with similar profiles who aren’t customers and market to them. Buying mailing lists of people whose profiles and buying habits mirror those of current customers is a good way to do that.
What should you gather data-wise?
By collecting and using these three types of data in tandem, you’ll get a fuller picture of your target audiences.
Behavioral data is the history of how people shop and buy, tracked through credit cards, reward cards and online browsing and purchasing. A lot of companies do it well, which is why that pair of shoes you checked out online keeps popping up on your laptop weeks later. This information allows companies to use a customer’s purchase and shopping behavior to market to them in a very personalized manner. One recent study showed that revenue increased 15 percent when companies’ marketing matched shoppers’ behavior to products.
Demographic data includes age, education level, income, living situation, marital status, family members, and religious affiliation. Demographic data allows marketers to consider the differences age, culture, income and other demographic factors make in purchasing decisions and tailor messages accordingly. For example, if a product is aimed at Gen Xers, there’s little need to send emails or direct mail flyers to Baby Boomers.
Psychographics is the study of people’s attitudes, interests, values and beliefs. For example, if a nonprofit supports environmental causes, it could target new donors by buying lists of nature magazine subscribers, environmental organization members or purchasers of green lawn care products. Knowing what people value and believe is also important in designing and writing marketing messages.
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