Your direct mail campaign may be wasting money before a single piece reaches the mailbox. When marketers look for ways to improve direct mail performance, they usually focus on the creative, the offer, the format, or the call to action.
All important, of course. But there is another factor that can quietly drain your budget and undermine your results before your beautifully designed mail piece even gets delivered. Your mailing list.
Bad mailing data doesn’t just mean returned mail. It means wasted printing, unnecessary postage, missed opportunities, misleading campaign results and sometimes a damaged customer relationship.
With postage and production costs continuing to put pressure on marketing budgets, mailing to the wrong people is an expensive mistake. The good news? Many of these problems are preventable.
Deliverable Doesn’t Mean Valuable
One of the biggest misconceptions about mailing data is that a clean list is automatically a good list. It isn’t. You can have a perfectly formatted address that passes USPS address validation and still be mailing to someone who has absolutely no interest in your offer.
Think about it. A homeowner receives a beautifully printed promotion for a service they don’t need. The address is correct. The mail was delivered. The campaign technically worked from a mailing standpoint. From a marketing standpoint? Not so much.
Read this full article on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
