One of the worst mistakes a marketer can make is underestimating the impact clean data can have on campaign performance. Failing to ensure that your data is up to date and accurate could result in sending messages that don’t resonate with your audience very well. Inaccurate data can also lead to mailing errors that result in wasted marketing funds. Below, we’ll go into detail about why accurate, clean data is crucial to the success of your campaign, along with ways direct mail automation can help you clean your customer data prior to beginning your next campaign.
Accurate Data Allows You to Take Full Advantage of Personalization
When it comes to direct mail, personalization is the key to standing out and making sure your message gets heard. So you can’t afford to have inaccuracies when it comes to the fields you’re considering personalizing. Let’s say for instance that you’re a retailer providing recipients of your mailer with a discount code to use on their next purchase. You could make the mailer and the code stand out by incorporating the recipient’s name on the discount code, (e.g JohnnysDiscountCode20). Think about how much more engaging that is for an audience than a generic discount code like 20OffMailer.
But in order to create more engaging direct mail campaigns, you need to make sure your customer data is up to date and accurate. One way to ensure the information you collect is up to date is by regularly reaching out to your audience to see if anything has changed since they originally gave you their information. If your data is outdated or inaccurate, attempting to personalize your direct mail may result in confusion for recipients.
You Can Reduce Waste By Ensuring Your Data is Accurate
You’d be surprised at how much mail gets sent that never gets read. That happens because marketers fail to verify addresses for accuracy prior to sending. One of the biggest reasons why solutions like Direct Mail Manager is so instrumental in helping marketers reduce waste is because of its ability to check addresses prior to sending to ensure that they’re verified with the USPS. This capability is key for catching errors and oversights that could get your mail returned to the sender.
If you’re on the verge of sending direct mail to an invalid address, Direct Mail Manager will flag it for you and let you know what the error is so you can correct it prior to sending. There are numerous reasons addresses on your mailing list may be flagged as invalid. Maybe the zip code that was provided was inaccurate, or the street name was spelled incorrectly. Either way, Direct Mail Manager will spot the reason and help you fix it so you can avoid wasting your marketing funds.
Accurate Data Helps You Send Mail at The Perfect Time
Timing is one of the biggest challenges marketers face when executing a direct mail campaign. That’s why marketers benefit from a solution that provides real-time mail tracking. This allows marketers to receive the insights necessary for allowing marketers to refine future mailing cadences around the responses they get from recipients. Without this data, marketers are essentially relying on a “spray and pray” method when it comes to sending their direct mail at the right time. And that may result in a cadence that leads to too much mail being sent in a short time frame, or not enough mail being sent in a wider time frame.
The insights that Direct Mail Manager provides marketers hoping to refine their mailing cadences are immense. Once your mail has been sent, users have the ability to see how much of their mail is in the process of being delivered, how many are in the mailstream currently as well as how much mail has actually been delivered. These insights are key to preventing overlapping or irrelevant messaging.
You Can Use Accurate Data to Deliver Targeted Messaging to Recipients
The key to achieving a high response rate with direct mail is providing audiences with relevant messaging. In order to do that, you need to properly leverage your information regarding customer behavior. Direct Mail Manager simplifies the process of segmenting audiences by allowing users to upload lists with custom fields and filter out recipients with a variety of categories. For instance, let’s say a home cleaning service provider wants to reach out to customers that haven’t booked a cleaning appointment in the past 12 months.
The key to achieving a high response rate with direct mail is providing audiences with relevant messaging. In order to do that, you need to properly leverage your information regarding customer behavior. Direct Mail Manager simplifies the process of segmenting audiences by allowing users to upload lists with custom fields and filter out recipients with a variety of categories. For instance, let’s say a home cleaning service provider wants to reach out to customers that haven’t booked a cleaning appointment in the past 12 months.
This level of segmentation would allow each recipient to receive a personalized offer based on their needs relative to their last appointment. Of course, in order to target your audience with this type of messaging, you need a method for accurately leveraging your customer data in your next campaign.
Leverage Your Data With Direct Mail Manager Today!
If you’re ready to begin leveraging Direct Mail Manager to begin executing campaigns that make the most out of your data, sign up for a free account today. Direct Mail Manager helps you maximize your customer data in direct mail campaigns in part by going above and beyond to ensure that it’s clean and accurate prior to sending. Getting started with Direct Mail Manager is simple, too. You can begin leveraging your data in an automated direct mail campaign today by signing up for a free account and uploading your first mailing list!
