Despite the popularity of e-marketing, direct mail still works for many companies. How well it works depends on a number of things, it really is all about the variables!
We will be posting a tip each day to help you improve your response rates. As a respected Canada Post partner and a long established direct mail company in the Toronto and Mississauga area, working with Innovative Response Marketing Inc. can help you target data, create tangible mail pieces that will grab your market’s attention and keep your costs down.
“Direct” is the operative word.
A key advantage of direct mail versus traditional advertising to a mass audience is the ability to effectively reach people who are good prospects for your product or service. How well do you know your target market — age, gender, level of education, marital status, household income, geographic location, etc.? If you’re working with a list broker, such information helps determine which lists will bring the best results.
The more specific your list requirements, the higher the cost. But it may be worth it. A carefully targeted mailing reduces printing and postage costs and that savings is magnified over multiple mailings.
Whether you maintain your own direct mail database or rent a list of names, it’s important to have current addresses. Watch out for bargain lists whose principle source of contacts is the telephone book. A significant percentage of listings are outdated even before the phone book is published. Innovative works with established list companies who regularly check and cleanse their data, plus, our trade pricing will ensure that you get the best deal on rented names.
Because certain types of direct mail does not get forwarded or returned to the sender, it’s smart to clean up your data base or list before mailing by obtaining address changes. Anytime you can increase the number of pieces delivered to your target market, you improve the response. Our company offers National Change of Address (NCOA) data services, no longer will you have to worry about a long time client/subscriber moving and not notifying you! Working with the most current Postal Code databases, this is now a simple program.
We find ‘em, you keep ‘em!
