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Want Greater Direct Mail Success? Use Big Data to Determine Your Ideal Target Audience

Written on
Jul 22, 2014 
Author
Robert Cordray  |

Digital marketing may be the new buzzword, but the undeniable fact is that direct mail marketing still works. And the better a business knows its potential clients and customers, the more successful the direct mail marketing campaign will be.

The challenge is to dig down past the surface demographics to uncover more detailed and personal information—information that holds valuable insights marketers can use to obtain a clearer picture of who their customers really are.

Today, thanks to big data analytics, businesses large and small can access technology to determine the ideal target audience for their direct mail marketing campaigns…and here’s how.

Data Driven Marketing

Every day, mountains of data are being created through customer transactions, social media interactions, texts, emails, photos—the list goes on and on. As a result, all of this “Big Data” has ushered in the era of data driven marketing. Cloud-based analytics services can drill down through massive amounts of consumer data, sorting through consumer habits, social behaviors and past buying preferences to identify those consumers that are most likely to purchase a particular product or service. Armed with that information, direct mail marketers can boost the effectiveness of their campaigns by creating highly targeted mailing lists.

More Personalized Messages

Targeted mailing makes sure that the marketing message gets to the right people. And the personal insights revealed by Big Data analytics about the targeted audience can play an important role in personalizing that message to make a greater impact and a create a stronger call to act. For current or past customers, the message might focus on past purchasing trends as a means to make recommendations for future product purchases. “If you liked ____ you’re really going to want___.” In turn the message used to attract new customers could be more directly tailored to appeal to their specific tastes and purchasing trends.

Better Response Tracking

Data analytics offers solid solutions to help marketers better track the responses to their campaigns. One solution gaining in popularity is the use of QR codes on direct mail materials. Combined with analytics, QR codes make it possible for marketers to track and gauge campaign success by seeing how many customers actually scanned the QR code in real-time. In addition, through analytics and by adding a designated website URL to direct mail materials, marketers can track success by seeing exactly how many customers the campaign’s call to action actually drove to the website.

Better Tools to Measure Success

In order to accurately measure the success of a direct mail campaign, marketers need to get a clear picture of what worked well and what didn’t. They also need to be able to determine if the campaign was profitable. Analytics provides the answers to these questions in ways that are easily understood, such as data visualization tools.

Better Insights to Inform Future Campaigns

Post-campaign analytics provides marketers with valuable information about the customers who responded to the campaign by purchasing a product or service. This information, along with insights on what worked and what didn’t, will help marketers deliver more personalized, more targeted and more profitable direct mail campaigns in the future.

Benefits for Big and Small Businesses

Direct mail marketing does work. With all the hoopla surrounding digital marketing—a marketing tool that many companies still don’t know how to use effectively—direct mail remains a tangible marketing solution for businesses. And thanks to technological advances and vendor competition, business both big and small can benefit by adding Big Data analytics to the direct mail marketing mix.





Robert Cordray is a former business consultant and entrepreneur with over 20 years of experience and a wide variety of knowledge in multiple areas of the industry. He currently resides in the Southern California area and spends his time helping consumers and business owners alike try to be successful. When he’s not reading or writing, he’s most likely with his beautiful wife and three children.

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