Data Driven Direct Mail
It seems every industry is leveraging data these days and print advertising is no different. Data has the power to invigorate commerce, broaden reach to customers, and forge a consistent brand message across various channels. Data driven direct mail helps make your print and digital marketing campaigns more cohesive while ensuring that thoughtful messaging reaches your consumer base.
Is direct mail relevant in 2025?
With the rise of digital marketing and advertising, direct mail took a backseat. In the last few years, though, direct mail is seeing quite a resurgence. Direct mail campaigns offer unique advantages where digital messaging falls short. Following are some key takeaways from a well-researched direct mail marketing report:
- Direct mail conversion and response rates are stellar at 84% and 85% respectively.
- Over 80% of brands across all industries are beefing up investments in direct mail.
- An overwhelming majority of marketers believe that direct mail offers the highest ROI over any other type of messaging.
Retargeting with Data Driven Direct Mail
Direct mail retargeting is a great use for data that makes your messaging more relevant to existing customers. Retargeting software sends targeted direct mail after a user interacts with your website. For instance, a customer can place an item in their digital shopping cart but stop short of actually purchasing. Retargeting software can then trigger a direct mail piece that offers a small discount for the very item of interest to close the sale. Direct mail retargeting is a powerful tool that makes digital interactions with your brand more compelling to consumers.
Using Data to Find New Customers
Leveraging data can involve so much more than direct mail retargeting. Data can be used in a variety of ways to enhance the response and conversion rates of direct mail. One powerful application of data is for finding new customers that can enjoy the services or goods your business has to offer. Powerful algorithms can sort through consumer databases and cross reference data points from your website and social media channels to efficiently curate an excellent mailing list for your business. Mailing lists can be further curated to segment your audience so that your brand messaging is highly attuned to their unique needs and purchasing habits.
Pel Hughes offers direct mail, cross media marketing, campaign automation, and database services to businesses, organizations, and educational institutions throughout the United States. To learn more about how data-driven direct mail can help you achieve your business goals, give our team a call at (504) 486-8646.
