Marketers are full of ideas about creating new engaging, interesting and inspiring campaigns. If you too have direct mail campaigns scheduled for the upcoming season (and who doesn’t?) you know what lies ahead: campaign statistics, response rates, and ROI reports. That’s why right now is a great time to get your mailing list in the shape it needs to be to meet your campaign goals.
Tony Hodgson, who leads the marketing effort for locr, notes: “All of those sales leads marketers generated in the first part of the year have now been added to the database. But to produce results, those leads need to be segmented before any direct mail campaign begins.”
#1 Dust Off and Sweep
Companies are constantly collecting customer data, for marketing activities or marketing planning. But that amount of data can mean a lot of incorrect or out of date addresses that gather dust in your address list.
So let’s make sure you don’t waste money on invalid addresses by updating your address list. In the first step we validate your addresses. Our locr GEOservices use precise latitude and longitude coordinates for an address, which makes targeting with rooftop precision possible.
Using locr GEOservices, we’re now able to delete invalid addresses and filter incomplete or incorrect addresses for further correction.
Now that we’ve brushed the dust off your address list it’s ready for further analysis and map production.
You want to target the right people—those who would find your offer relevant. But simply mailing to everyone in a geographic area will inevitably reach people who have no interest in your message or offer. This leads to a low response rate and is just a waste of money.
Refining your address list helps you to more precisely define your target audience.
You will be able to send just the right offer to the right target audience in the right geographic area. This will not only save you money and postage costs, but also leverage response rates.
Remember: The response rate of your direct mail campaign is linked to who you are sending to.
Again, let’s use the locr GEOservices to …
- Group recipient addresses by travel time or distance bands from one or more destinations
- Select recipient addresses within a specified range of travel time or distance to a single destination
- Segment an address list by various ranges of travel time or distance to a destination
- Segment an address list by shortest travel time or distance to a destination within a list of multiple destinations
Let your next campaign sparkle with some high-level personalization! Use a personalized map that highlights the route the recipient would take from their address to the address of your business location. The best thing is you choose how the map should look to meet the goals of your campaign. Choose between different maps styles and company-specific icons and logos and other ways to make the map your own.
By providing each recipient with exact travel time and distance from their address to your business location you can add valuable information to your direct mail.