Your paper choice is not your only option for showing your commitment to the planet. Try these 5 strategies for being socially responsible with your next direct mail campaign.
Deduping is an easy way to improve the quality of your mail list, and increase your ROI. Having quality data, understanding your mailing goals and using match criteria will help you send mail to the right people.
According to MelissaData, an estimated 10 percent of the names and addresses in your average mailing list are duplicate records. If 10 percent of your list is made up of duplicate records, you could be wasting a significant amount of money every time you mail. It can also be embarrassing. What if a donor or customer receives duplicate mailings from your organization? It comes across as sloppy on top of being a waste.
It doesn’t matter where the duplicate records come from – they are a costly problem. Luckily, this problem has a solution.
One size does not fit all when it comes to anything today. We can customize everything – our technology (home screens, smartphone/tablet cases, laptop skins), our shoes (ex. NIKEiD), and our food (ex. McDonald’s Create Your Taste program).
If you are still blasting out mass marketing messages, you are missing out on building strong relationships with your customers. More importantly, you aren’t giving customers what they want or expect anymore.
Think about the last time you tried a new restaurant with friends. Was everyone in complete agreement about the quality of food, the service, and the friendliness and promptness of the staff? Even among friends, opinions vary. It’s just a matter of differences in preferences and attitudes.
Psychologists say that people have different motivations, while economists say people have different perceptions. No matter which perspective you take, together they highlight the importance of segmentation in marketing.