Targeted mailings will keep direct mail campaigns around in 2010
By: Mark HaslanDecember 21st, 2009
As 2009 draws to a close and the recession seems to be easing, what does the future hold for direct and email marketing?
Looking ahead at 2010, small business owners are trying to figure out the best way to deliver their marketing messages. They’ve spent the past year building a following on Twitter. Many small businesses have "friended" and built fan followings of countless people on Facebook.
But although marketers will be continuing to shift some of their 2010 spending to social media, 42 percent of surveyed businesses in StrongMail’s "2010 Marketing Trends Survey," still planned to invest in direct mail campaigns. Additionally, the Winterberry Group reports that direct marketing spending will maintain 2009 levels.
What’s more, 2010 will see enhanced mailing list targeting options that will help drive campaign ROI. Saturation lists will become more targeted, data enhancement will make in-house mailing lists more profitable, and expanded data selection options will help local businesses more precisely target their best prospects with postcards, catalogs, business letters and more.
"Many businesses are looking at 2010 for not just recovery – but also for growth," said Grant Epstein, Senior Data Specialist at USADATA. "New trends in mailing lists, such as more precise lifestyle targeting and segmentation options are helping companies find new customers, increase sales and increase campaign profitability."
It is that more targeted approach to mailings that many are predicting will help small businesses make the most of their direct mail campaigns.
In the past, direct mail marketers made do with age, income, marital status and a limited number of demographic selects. Today, mailing list compilers are adding more contributors to their files, including hobbies, lifestyle interests and product purchases, according to the report. Instead of just targeting "homeowners," businesses will have access to more precise data, such as homeowners with an interest in do-it-yourself repairs who intend to make a home improvement purchase. When combined with well-written direct mail messaging, marketers can enjoy a higher response rate and find new customers, more easily and profitably.
Finally, Epstein reminds marketers that any direct mail campaign should ideally be paired with other cross-channel efforts by combining email and postcard campaigns for example.
"Companies that integrate other forms of marketing with direct mail should see increased return on investment," said Epstein. "The more touch points you set up with your current and future customers, the easier it will be for them to contact you, buy from you, and become advocates of your brand."
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