“Let's face it — direct mail is simply print, a mailing list, and postage, all of which are commodities accessible to almost anyone. At the end of the day, all you care about are results (sales, votes, donations)! You don’t care how the postcard was printed.” While somewhat true – there is a lot more that goes into a direct mail campaign given new technology and the changing environment, both for marketers and consumers. With a major shift in the workforce from the office to work-from-home, marketers know that it is easier now to target their audience at home – making direct mail more effective than ever.…

In our article in the March/April issue, we provided an overview of the tools to a successful direct mail campaign in 2021. It starts with your own data. Demographics help you understand who your customer/donor is in order to find those best “look-alikes.” Make a compelling offer, be creative, and use advanced matchback techniques to measure your success.…