Making Data-Driven Decisions To Improve Your Direct Mail Campaigns
The best way to improve the results of your direct mail campaigns starts with your data. It is important to have a system in place to monitor your direct mail results so that you can make more informed decisions later down the line. Whether this is about what copy works best or what color schemes are the most effective, data can help you change your direct mail game.
Though it may seem like a no-brainer, one of the most useful things to help inform your direct mail campaign is information about your customers. It is crucial to have lots of data on your customers, such as name, age, profession, and other metrics so that you can not only personalize but also see how certain groups respond to your direct mail campaigns. This is called audience segmentation, and its purpose is to not only give you more data to target specific groups of individuals more effectively but allow you to monitor certain groups behaviors so that you can improve the performance of future campaigns.
Data Drives Personalization
You have probably heard it time and time again, but there is a reason why personalization is taking over the marketing world. The use of data has grown over the last decade, and this has allowed companies to target their customers down to a specific individual. Some things that you can use to make your direct mail campaigns more relevant for someone is by using their name, be aware of their gender, use their purchase history to your advantage, and make an offer relevant to their location.
What Sort Of Data Should You Be Collecting?
Basically, you want to be collecting data that is going to be driving your decision making. If the data you are collecting is not doing this, then it is probably time to reconsider what data you are collecting. Furthermore, after you have started inferring what the data means and are not getting your desired results, this could be either a misinterpretation of the data or the data is not relevant to what you are trying to accomplish. That is why you should have defined strategy, be collecting data with an accurate system, and understand what your process is to weed out data that isn’t relevant and determine what parts of the reports are giving you your desired results.