Trending FAQs
What are the benefits of Direct Mail?
Direct Mail is targeted, addressable, and measurable at an individual level. We know who we are targeting based on your customer profile or seed file. We know who received the Direct Mail piece and it’s 100% viewed. DM is measured using a name and address level matchback of the mail file to your transactional data. Also, the costs for DM are not ever-changing like digital media, so you can set a budget for your desired reach and manage to it easily.
Which part of the customer journey is most important?
We view the customer journey as an infinite cycle and consider all stages to be crucial. It starts with consumers discovering your brand, and making their first purchase. Brand engagement is key in driving subsequent purchases. Direct Mail is not only an efficient method of new customer acquisition, but also a powerful tool to drive reactivation and re-engagement. It’s far less expensive to re-engage a lapsed buyer than acquire a new one. By equally focusing on the entire customer journey, you will maximize the investment in your CRM program.
How many brands have a Direct Mail program?
There are over 3,000 retailers in the market today with Direct Mail programs. They range from new and emerging brands, to retailers who have had Direct Mail campaigns in place for over 40 years. It’s a key part of the marketing mix for leading retailers, providing a tactile experience for customers and prospects; helping them to gain deeper insight into your brand.
What types of brands benefit most from Direct Mail?
The truth is that all types of brands benefit from DM. Retailers control their destiny by building direct relationships with their consumers. Ultimately, this provides more control over merchandise, pricing, and content. Growing your DTC business creates less reliance on wholesale and is more profitable.
What’s most important to remember when measuring success of your DM test?
Most important is measuring the success of the test based on ROAS at a segment level. How does ROAS for Direct Mail sent to existing customers compare to what you’re seeing through other retention programs? How does ROAS and cost per new customer for Direct Mail sent to prospects compare to your other new customer acquisition programs? ROAS for DM new customer acquisition is often comparable to digital new customer acquisition programs, but yields a customer that typically is more valuable to the brand over time.
What’s the difference between DM prospect audiences and the prospects I’m reaching online?
Our audiences are highly targeted based upon transactional history and responsiveness to Direct Mail. Culled from databases that contain nearly every US household and all of their transactional data, DM prospect audiences are more targeted and more highly qualified. We know they are actively buying and spending in your category, not just clicking and browsing. Typically, we see very little overlap between offline and online prospect audiences. Thus, adding a DM program will increase your brand’s reach while delivering incremental prospects.