The increased use of email communication for client retention programs has opened up great opportunities for prospecting by direct mail.
Direct mail volumes are rising again after a few slower years.
The increased use of email communication for client retention programs has opened up great opportunities for prospecting by direct mail.
1. Direct mail advertising stands out
Fewer letters from companies they already know provide opportunities for targeted direct mail sent to new prospects to stand out in an uncluttered mail box. Your mail message has a better chance of getting seen and read than ever before.
2. Mail has the best chance of getting delivered to your intended audience
Mailing list compilers have many more tools available to maintain accurate mailing addresses on their lists than their email marketing counterparts. Postal tools, including National Change of Address (NCOA), ensure fast updates when people move. If someone changes internet service providers and gets a new email address, there is no forwarding or change service to help the email compilers.
3. Greater segmentation allows you to mail to only the most qualified people
The major direct mail compilers have developed sources and methodologies to collect information on individuals and households. This can be tied and tracked much more easily to a postal address, than to email addresses. Moving beyond simple age and income, more advanced criteria can be mixed and matched to generate a more targeted mailing list. These can include purchasing activity, self reported interests and lifestyles, automotive, political, health and charitable giving. Many models are available to target advanced wealth indicators such as net worth and discretionary income levels.
Continues at: 6 Reasons Why Prospecting Direct Mail is Making a Come-Back.
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