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In the world of marketing there’s a constant debate over whether or not direct mail is a worthy investment. ANS has been part of the direct mail business for over 20 years and has seen the industry through highs and lows. As a company, we’ve become more innovative and have expanded our marketing tool belt, but direct mail is still the most popular and responsive service. In fact, direct mail has helped one of our current clients go from $0 annual revenue to over $130 million in just three years. Direct mail is very effective when done correctly, which is why we recommend it so highly. Target Marketing’s Carolyn Goodman also recommends direct mail marketing to her clients. In her article, “Direct Mail: Is It Old Fashioned If It Still Works?” she shares key reasons why direct mail is worthy of your attention.
Did you know that it’s common for direct mail campaigns to receive a 1 percent response rate when executed well? “If you executed a direct mail campaign to 10,000 targets, and achieved a 1 percent response rate, you’d gain 100 customers.” With high customer values, that’s a great ROI. Keep in mind, a high response rate also requires quality data, a compelling call to action with an attractive offer, and an eye-catching mail piece.
Digital marketing is cost-effective and it’s easy to reach millions of people with less effort, that’s why everyone else is doing it. The market is highly competitive and over-crowded. While ANS also offer digital marketing services, we typically recommend running a postal campaign in tandem with digital campaigns. Multiple points of contact through different mediums can be much more effective than simply adding to the digital overload. With good brand recognition, the mail piece and digital ad work together to increase response.
If you’re interested in more information on how a direct mail campaign can boost your marketing efforts, send an email to email@example.com, and your new direct marketing partner at American Name Services will be in touch.
Article review by Lindsey Lefevor, Social Media Manager at American Name Services
American Name Services (ANS) got its start by providing companies with leads for direct mail. Over the last 20 years, as technologies have developed and transformed, so has ANS. Our services have grown and adapted to the ever-changing marketing world around us. Despite the years and changes, however, we have found that one direct marketing technique has remained useful, direct mail.
In Oliver Matejka’s article “In Defense of Direct Mail (and 5 ways to make it work for you)”, I found allies for direct mail.
“Physical doesn’t mean obsolete; DM isn’t dead.”
While many companies may label direct marketing as an “old-school technique”, Molly Koernke (head of SMB Marketing at Insight) points out, the problem usually lies with improper tracking, failing to appeal to the target audience’s wants, and using boring strategies on their direct mail piece. Koernke also suggests using personalized landing pages to convert your offline efforts to a measurable online effort.
5 Ways to Make Direct Mail Work for you:
- Know who it’s going to
- Track the results
- Make it easy to respond to
- Be interesting
- Test it
For more direct mail tips, or for assistance with your next campaign, email us at firstname.lastname@example.org.
By Wendy Harwood, VP of Marketing at American Name Services.
Many wonder about the records in our marketing list data, and some get a little suspicious. They wonder what kind of information we have about them and how we got it. We have compiled a list of frequently asked questions related to our marketing list data and provided answers. Don’t see your question below? Feel free to send us an email at email@example.com
What information do you have?
We have access to records of people in over 85% of US households, plus business and international records. Typically, each record includes a first and last name, postal address, home phone number, and/or email address. Other common information associated with the record might be annual household income, birth dates, and various interests (golf, weight loss, online shopping, etc.).
Do you have my credit card number or credit score?
No. We do not have any information about your credit card. If we do have any information about credit ratings, it has been self-reported (on a scale: poor, fair, good) and heavily protected.
Where do you get the information?
Data can come from various sources, but when you sign up for anything like a magazine subscription, store rewards program, or social media site, your information is being stored in a database so that service can contact you later for various reasons. Depending on the service or subscription, that information may be sold to data companies or others for future marketing or promotional purposes.
Why do businesses collect this information?
The whole point of collecting customer information is to better serve YOU, the customer. By analyzing the common traits of their customers, businesses can carry products, run promotions, and market the kind of things you are interested in.
How do I get off a marketing list?
If you prefer to be removed from marketing lists, check out our blog post, “How to Remove a Name From a Rented List.”
Lindsey Lefevor, Social Media Manager at American Name Services
Is direct mail still relevant?
I went to college and earned my degree in marketing over the last few years. With the digital age booming as it is, a lot of focus was placed on teaching digital marketing practices. My degree included classes like digital marketing, web analytics, and social media marketing. In fact, the focus was so heavily centered on digital marketing that I never really considered direct mail as something marketers still use. “Snail Mail” (as it is dis-affectionately called) is obviously an outdated, inefficient, and dying breed of marketing right? Wrong. Chris Hamblin in his article, Not Dead Yet looks at studies completed on the topic.
“Even more compelling results from the study showed that the overall response rate for direct mail was 600% higher than that of all digital channels combined.”
From the research cited in Chris’ article, we learn the truth about direct mail. The truth is that it’s not dead yet. While we can’t say that it will never be dead, boasting a 600% higher response rate than the sum of all digital channels shows us that it is more relevant than ever. Digital channels will continue to grow and improve. Technology is getting better, faster, and smarter. Online ads are now able to target customers based on their online behavior and can even tailor the message to individuals. The best marketing strategy, however, will always include new and growing trends along with a focus on what is proven to work and be successful.
Chris also discusses other factors and data that clearly shows that direct mail is not dead. Along with the response rate, it also boasts competitive ROI and cost per acquisition compared to digital options. From the data in the study, it is clear that Direct mail should absolutely be a part of your marketing toolkit. In considering your multi-channel marketing approach, be sure to consider direct mail with other channels like email and social media.
Do you need help?
Do you feel like you don’t have the skills and knowledge to get started with direct mail? Don’t worry. American Name Services has you covered. Contact us today and we will help you add this very valuable marketing tool to your next campaign. Visit our website or call us at 1-800-434-1851.
This article review was written by David Fiso, digital marketing strategist and creative designer at American Name Services
Have you thought about direct marketing for your business? Whether it be direct mail, email, or telemarketing; direct marketing has continued to show success through its positive response rates. There is great worth found in direct marketing and even greater worth when seeking out new leads by renting third party marketing lists. When you rent a list for usage, it expands your reach, helping you find new leads with similar attributes to your target audience.
What is a List Broker?
Finding the right marketing list can be very difficult and confusing without a knowledge of the industry. List Brokers exist for this very reason! List brokers have extensive experience in the data industry. They have full access to the marketing lists available on the market and know how to find targeted lists through specific search criteria. List brokers help with many aspects of data acquisition and integration and will be a huge asset for you in your next direct marketing campaign. Below are more services a list broker can do for you:
- Help find new lists
- Help test mailing lists against others
- Negotiate best prices with the list owner
- Recommend other media (email/social media) to test alongside your direct mail campaign
- Help evaluate response rates, revenue, and other results
- Manage all invoicing for rented lists
- AND MUCH MORE!
Why Should I Hire a List Broker?
The most important thing to understand about list brokers is that they don’t cost you a thing. List brokers are paid on commission from the rented lists’ owner. The only thing that you pay is for the list rental itself. This means that brokers will do everything in their power to give you the best results and price on all marketing lists. Everything they do is in your best interest; you could say that they are your partner, or even your advocate for all of your direct marketing needs. So why not hire a free direct marketing consultant?
Marketing Specialist – American Name Services
Hire a FREE direct marketing consultant today with American Name Services!
Mailing Lists – the 5 Questions You MUST Ask!
Joy Gendusa gives some great information in an article titled “5 Questions You MUST Ask Before Buying a Mailing List”. The first points given are the most important to understand: mailing lists can be hard to understand and finding the right one for your business can be difficult. With these things in mind it is important not to rush into a list at first glance. There are five questions to answer, according to this article, that will help you separate the good mailing lists from the bad. Answering these questions will also save you time and money in your marketing efforts.
Ask these questions:
- What is the Guaranteed % of Deliver-ability?
- How Often is the List Updated?
- Is it a One Time Use or Unlimited Use?
- Is it Run Through the National Change of Address (NCOA)?
- How is the Information Compiled?
If Big Data and mailing lists are still difficult to understand, don’t stress! There are professionals out there that help companies choose lists that fit their target demographic and ensure list quality. American Name Services is one of those companies, and has been helping businesses for over 20 years! If you need help with a direct mail campaign and finding names within your target demographic visit us at our website http://americannameservices.com/ or call us at 1-800-434-1851.
Review by Tyson Knowles, Marketing Specialist with American Name Services