Ever since email marketing, social media marketing and the like came along, people seemed to forget about the importance of direct marketing.
Whilst some saw it as being old-fashioned and out-dated, others believed that consumers no longer wanted to receive it, now they could access digital alternatives instead. Neither of these is of course true. Direct marketing is still as great as it’s always been, it’s just had to undergo a bit of a re-brand.
Direct marketing re-brand
It could be argued that over the last 5-10 years, direct mail (and all direct marketing methods for that matter) has undergone a re-brand and the driving force behind its ‘new look’ is clean data.
Yes, in the past direct marketing often received bad press for being irrelevant and unwanted but today, thanks to clean data it’s more powerful than ever before. The days of addressing “to the homeowner” are long gone, discerning recipients will simply discard such mailings, a much more personalised approach is needed and this requires accurate data!
Benefits of clean data on direct marketing campaigns
Clean data can benefit brand’s direct marketing campaigns in a number of different ways. Firstly, it can help to reduce their costs and maximise their return by ensuring that direct marketing materials are sent to the right people, rather than those who have
• passed away – an ultimate embarrassment of using an out of date mailing database
• moved to a new house – again using obsolete data leads to an incorrectly addressed mailing
• got married – meaning they may have a different name to their maiden name or
• opted out (no longer want to receive mailings – e.g. the Mailing Preference Service).
Just as important is the removal of duplicated data. A “pet hate” of recipients is the receipt of multiple mailings from the same campaign. This speaks of inefficiency to the recipient and wastes significant resources for the organisation as well as reducing campaign ROI and response rates. Working with an organisation like bakergoodchild will lead to the screening of data and the removal of duplicated records in a database.
Clean data also allows brands to effectively tailor their direct marketing campaigns to their customers’ needs. By learning more about their customers through the collection of clean data, brands are able to personalise their mailings with product recommendations and unique offers, encouraging customers to take appropriate action.
Not only has clean data minimised the costs of direct marketing and boosted its effectiveness but it has also helped to improve its reputation. Now direct marketing materials like direct mail are no longer thought of as irrelevant but instead tailored mailings that have been perfectly crafted for the customer.
All of the above has an obvious benefit, which is an increase in both campaign response rates as well as return on investment (ROI). With higher returns on direct mail campaigns, organisations are much more likely to invest more significant amounts and also to conduct campaigns on a more frequent basis.
Other driving forces behind effective direct marketing campaigns
It’s not just clean data that has effectively transformed direct marketing but also digital technologies like PURLs (personalised URLs), too. These technologies add an innovative edge to direct marketing materials, forming a seamless link between the offline and online worlds.
Direct marketing has significantly changed over the last few years and definitely for the better. It is now one of the most effective ways of engaging with customers and that’s all down to clean data and improved personalisation.
Contacting bakergoodchild to discuss direct mail data enhancement
Find out how you can clean up your data and boost your direct marketing campaigns by getting in touch with bakergoodchild today. Our expert team can advise on all aspects of campaigns including data management. Call us today on 0800 612 1972 and/or contact us via our general contact page for further information.
Image Credit: Janne Kestaaks