1. Successful Direct Mail Campaigns are reliant on the quality of the data
In fact, according to List Giant, Why Direct Mail is Far from Dead in 2018, 40% of the success of a direct mail campaign is data quality. It is essential to gather the correct data points and to thoroughly vet these data lists prior to campaign launch.
2. Add Graphics, Be Bold and Keep it Simple.
The Data & Marketing Association conducted research in neuro-marketing and discovered that with the human attention span of 8 seconds, graphics need to be bold. The brain craves order, so the information pathway needs to be simple and clear with limited copy as the brain processes visuals 60,000 times faster than text.
3. Touch has power
According to Sappi, having touch as part of the marketing experience helps to shift the brain to a deeper level of engagement. Consumers understand and remember what they read on paper better than what they read on screen, allowing marketers to separate themselves from competitors in a digital marketplace.
4. Innovation makes your direct mail stand out in the crowd
Innovative marketers are testing sensory devices by integrating smell, touch, sound, and video in their mailers. Structural Graphics, a longtime partner of Sandy Alexander creates dimensional and experiential direct mail graphics that have response rates as high as 8.5%. Check out the array of ideas to use for your direct mail campaign.
5. Variable Data and Personalization up the ante on Results
Sandy Alexander utilizes customized interactive multi-dimensional formats that increase open rates while leveraging personalization to drive conversion that maximizes your sales and ROI. In 2017, marketers reported on the impact of personalization:
- 88% realizing a measurable lift in business results
- 63% reported increased conversion rates
- 57% reported increased visitor engagement
Joe Tirschfield, Vice President of Sandy Alexander’s Direct Mail division, writes: “It’s difficult to get people to remember much about our brands in an increasingly complicated and noisy world. Direct Mail continues to be a trusted marketing channel that allows us to be very clear about what we want our audience to know about us.”
Sandy Alexander has been delivering successful direct mail campaigns to fortune 500 companies for over 50 years. We can create unique, effective, and flexible formats including patented cutting-edge pieces. In addition, we are well versed in data hygiene and with the ability to analyze direct mail pieces through our partnership with Digital Insights).oup and their eye-tracking capabilities. To learn how our direct mail communication solutions can meet your needs, please contact Sandy Alexander at firstname.lastname@example.org or call 973-470-8100.