Believe it or not, 2018 is only a few weeks away. These coming weeks and the weeks to follow will be filled with direct mail. Firm offers, invitations to apply, and other pieces will be filling your mailbox. If you’re sending out direct mail this season, you'd better ho-ho-hope that it is eye-catching and strategic enough to drive new business and retain existing clientele!
Direct mail is flying out the door during the holidays. Your competitors are making sure that their messaging is in front of your prospects and clients as soon as the ball drops! The best time to start designing a direct mail campaign for the new year is typically at the beginning of the fourth quarter. If you’re reading this now and you haven’t designed your campaign for early January, then it might be too late. No need to worry, as consumers still have plenty of holiday debt as February and March approach!
Direct mail is a great way in which to reach your prospects and current clientele, but it must be both relevant and timely. Relevancy is the reason that effective marketers use specific, targeted audiences while executing direct mail campaigns. Think about the last time you opened a direct mail piece that wasn’t relevant. Where did it end up? Likely in the trash! Make sure that you don’t make the same mistakes while executing your campaign. Know your data, and know your audience.
Timeliness is of the utmost importance. You must know who is in the market - and for what service - in order to get the best return on your marketing investment throughout the course of a direct-mail campaign. Effective modeling and targeting will ensure that your message is reaching a consumer at the exact moment that they are ready to act. The consumer has likely demonstrated behaviors that indicate a likeliness to use your services or buy your product. You will see an incremental lift in response rate as a result of accurate and timely modeling. Trust us; It is well worth it to know your target audience!
If your team needs any pointers on targeting relevant audiences in the New Year, then you need to call Altair. We are happy to guide you through this process and lead you toward a more profitable 2018!
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