Does your direct mail vendor properly suppress and manage your mailing list? If not, your mail is likely to reach the same people over and over again in a short period of time, resulting in wasted marketing dollars and lowered response rates.
Follow these 3 steps, and watch your profitability increase.
These are automatic services we provide our clients so, if you have any questions, feel free to contact us!
1) Cover Your Footprint
Technically this is called an “Nth’ing” “feathering” process. Rather than selecting 1-2 of the zip codes within your footprint, send a proportionate percentage of mail to all of your targeted zip codes. Heavier populated zip codes receive a larger percentage of your mailing, but all areas will receive a portion. This increases response rates because your message is distributed across your entire territory. If your resources are focused on one zip code, you could potentially target an unresponsive and unprofitable area.
2) Properly Suppress Prospects
After each campaign is completed, consumers that received your marketing material should be entered into a suppression file. Then, with each future campaign, purchase a new mailing list of available records, until your entire list has been exhausted. This ensures that everyone within your footprint is mailed to in a timely manner, and prevents mailings from cycling the same contacts multiple times before your territory has been rotated thoroughly.
3) Internal Database Management
You should also create a suppression file from your in-house database. This purges unwanted records from your mailing list, like current users and do-not-markets. Different promotions appeal to current users, and marketing efforts should be tailored towards specific groups in your database. You will be able to target more effectively, and marketing dollars will be spent wisely. We recommend that you update suppressions 4 times a year.
Your marketing dollars are most effectively spent when you reach a large number of prospects systematically, and with planned frequency.