Your Direct Mail Campaigns Hinge on Good Mailing Lists
The best-designed direct mail campaign won’t succeed if your mailing list is faulty. A good list must target your specific market. A direct mail campaign has several components – including the list. If a campaign fails, it’s not a signal to give up on direct mail, but that you should look at each component to figure out which ones need strengthening. Direct mail is too powerful a marketing strategy to ignore. Direct Mail Delivers Results Despite this digital world we live in today, direct mail delivers results. Consider these facts:
- According to the 2013 DMA (Direct Marketing Association) Factbook, 65% of consumers of all ages report having made a purchase as a result of direct mail.
- In the Direct Mail Marketing Essential Guide 2014 by DMNews, 79% of consumers act on direct mail immediately – as opposed to only 45% who do so with email.
- “People read postal mail and catalogs at rates higher than email,” stated Stephanie Miller, VP, member relations, and chief listening officer of the DMA.
- Per the CMO Council (Chief Marketing Officer Council World Wide), “direct mail has the highest rate of success in new customer acquisition at 34%, compared with other marketing channels.”
Your Mailing List Is a Key Component Some marketers have had terrible mailing list experiences in the past. Maybe they rented or purchased a list online. Hundreds of pieces were returned or otherwise undeliverable. The results were disappointing. These marketers may have questioned the effectiveness of direct mail, when they should have examined the quality of the list. We Build You the List You Need to Deliver the Results You Want Your direct mail campaign will succeed if you work with the right results-driven team who understands who you’re targeting and who helps you compile the best mailing list for your campaign. As marketing specialists, we focus on results and response. Our mailing specialists work one-on-one with you for every campaign. Whatever the best list is for your campaign, we’ll compile it. Targeted Lists Imagine that you’re the new owner of a fitness club for women. You want to produce a targeted direct mail campaign to build membership. Your ideal customer is a woman between the ages of 25 and 40 who lives within 7 miles of your facility, owns a car, has no children, and earns at least $40K a year. At Kessler, we excel at building targeted mailing lists based on demographics – including geographic data and what we call ‘people’ data. So in the above scenario, we’d build you a targeted list of all the women who fit your criteria. Our affiliation with credit bureaus plus the use of self-reported data ensures that we build you a targeted mailing list that reaches your ideal recipient Saturation Lists At other times, you may need a saturation list rather than a targeted one. For example, if you’re a health care provider such as a dentist or massage therapist, or if you offer home services like roofing, lawn care or carpet cleaning, sending out a “saturation mailing” to certain geographic area, neighborhoods, or zip code may prove to be more efficient and cost effective for your direct mail campaign. No matter which method you select, we will guide your list compilation so that your campaign is a success and delivers the results you need.
We Keep Your Mailing Lists Clean Did you know that the national annual move rate is 12.0%, according to the US Census? So the accuracy of your mailing lists is a top priority. Kessler will build you as current and accurate a mailing list as possible. Rest assured that all of our mailing lists are NCOA and CASS-certified routinely and frequently.
What Is NCOA and How Do You Benefit? NCOA is an acronym for National Change of Address, a database maintained by USPS. Licensed mail services providers, including Kessler Creative, run mailings list against the NCOA database. This process flags people, businesses and families who have filed a change-of-address form with the USPS. In addition to flagging such addresses, this NCOA process has added benefits:
- It minimizes the number of undeliverable as addressed (UAA) mail pieces, saving you money;
- It updates old addresses;
- It ensures there are no repeated addresses on your list;
- It is updated weekly, so a current database is sent to Kessler every week.
What Is CASS and How Do You Benefit? CASS stands for Coding Accuracy Support System, a USPS certification process offered to mailers. It standardizes addresses for maximum deliverability. Note that it’s required for all bulk mailing. Benefits of a CASS-certified mailing include these:
- It reduces undeliverable mail pieces;
- It cleans and standardizes address records;
- It fixes common misspellings in your mail list as well as ZIP codes and city names.