How to Increase Your Response by Actually Mailing Less

Clean your mailing list

Keep your in-house mailing lists clean and up-to-date. Eliminate bad addresses, update old addresses and drop uninterested recipients so you can mail fewer pieces to a targeted audience at valid addresses. Eye/Comm provides numerous resources to refine your lists and reduce waste:

Address standardization corrects address errors.
Delivery point validation verifies the address is complete and correct.
Move update provides new addresses for people who have moved.
Deduping eliminates duplicate addresses.

Here are some other things you can do to keep your lists clean:

Provide opportunities for recipients to easily opt-in or opt-out.
Maintain a do-not-mail list of those who choose to opt-out.
Provide ways for customers to notify you of mailing preferences or incorrect address information.
Use ACS Address Correction Service to get updated addresses.
Most Important: Don't forget to update your list with the information you receive from these resources. If you need help, we're there for you.

Enhance your mailing list

Profile your best customers. Predictive list modeling provides valuable insights into consumer behaviors. Utilizing survey research to identify consumers' values, attitudes, and product preferences and combining that with U.S. Census data, Eye/Comm helps you to:

Profile the unique characteristics of your best and most profitable customers.
Overlay demographic and psychographic intelligence onto your customer data.
Open new channels to reach your customers and prospects using the methods they prefer.
Boost response through more specific, personalized offers (as opposed to generic, one-size-fits-all promotions).

Target your mailing list

Eye/Comm can find more people who fit the profile of your best customers, so you can tailor your message to match their needs and interests, and increase the chances that they'll act on your offer.

Identify and target new prospects most like your best customers.
Boost your direct response rate.
Increase your market penetration.
Dramatically improve your advertising ROI.
Customize a list to your specific offer.

Match your offer to your recipient

Use the knowledge you have about your customers and combine it with the intelligence provided by list modeling to come up with offers that appeal to your audience.

Target your selling messages to the right audience at the right time.
Segment your list to customize offers to different interest groups.

Use personalized variable data printing

With variable data printing (VDP), each printed piece is "varied" to show different graphics, copy, offers or photos specifically designed to appeal to each individual recipient. It can be as simple as a personalized letter or as complex as a full-color variable postcard or brochure. VDP has been proven to significantly boost ROI, on average achieving response rates 7 times higher than conventional direct mail.

Personalize images, copy and graphics for higher impact.
Customize versions for individual applications.
Personalized messaging increases relevance and can significantly increase response.
Mail fewer pieces to achieve a higher response than a larger conventional mailing.

Test

Conventional marketing wisdom says there are three factors that determine the success of your direct mail campaign. 40% is the list. 40% is the offer. And 20% is the creative. Test each one to find what works best.

Test lists from different sources using the same offer to see which get the best response. Then use those for future mailings.
Test offers such as discounts, free gifts, free samples, different prices to find out what works.
Test creative by using different designs and different copy. Test different formats such as postcards, envelopes or self-mailers. Stick with what generates the best response.

Remember to test only one thing at a time. If you test a new list and new offer at the same time you won't know which was responsible for the result.

Track and analyze

Direct mail advertising is unique because it provides measurable results. By testing and tracking you can determine the most effective lists, offers and creative.

Mine the best intelligence from your response.
Evaluate your ROI.
Find response trends to improve the ROI for future campaigns.
Improve your offers and creative to maximize response.