As a marketer, you know that utilizing data is the key to reaching the right customers at the right time. Hopefully, your team analyzes data as much as possible to help guide your company’s strategy and decision-making.
More specifically, when it comes to direct mail, it is possible to be proactive about customer engagement by using technology. By understanding customer engagement prior to production—not months afterward—you can ensure better decision-making and a better return on your campaign investment.
TrackMaven says that 47.5% of marketers believe they are “data-informed” yet their analysis only happens after-the-fact to see what worked as they pore over campaign results. A majority of marketers know that testing effectively using direct mail can be very challenging.
The best way to become proactive with direct mail is to use technology, like Acuity by RR Donnelley. This digital mail-sort simulator uses predictive analysis to reduce design and mailing costs. Because of its ability to improve audience targeting, it also increases the response rate to ensure success.
Acuity is full of features that deliver:
- Cost Reduction – Identify the best-perceived offer and eliminate production costs that might have been spent on direct mail pieces that do not resonate with the intended audience.
- Improved Targeting – Creative variables are evaluated based on responses in time to refine (or create new) messaging.
- Quicker Results – Wait time is reduced. It only takes about four weeks to understand which creative will generate the best results.
- Dynamic Testing – Testing multiple features against each other within a controlled environment drives more relevant messaging.
In short, Acuity gives you the ability to test and identify which format, offer or imagery will receive the best response. So, when the remainder of the direct mail pieces in your campaign goes out, you can have confidence that your campaign will achieve the biggest impact, making you a proactive marketer.
Contact me to learn more about how to drive engagement and measurable ROI with your direct mail campaigns.
Photo: courtesy of Franki Chamaki of Unsplash