As many of us know, it’s easier and more profitable to reactivate a lapsed customer than trying to gain a new one, whether through digital, postal or retail. There are many techniques that are deployed in order to identity the proper audiences in the offline world, such as RFM+ segmentation and optimization, or modeling through a co-op. All of these techniques are tried and true and should continue to be used to identify the appropriate reactivation group for any campaign. But now there is a new player in the game and it’s proving to be a game changer. CohereOne has had a long-standing relationship with the digital company 4Cite, leaning on their technology to drive many programs, which has increased our client’s digital performance. Using their digital data, 4Cite could identify the postal address for anonymous site browsers and/or cart abandoners, and thus we quickly determined that we should be using that powerful data in our postal efforts. Learn more at: https://cohereone.com/a-game-changer-in-customer-reactivation/?utm_medium=email&_hsmi=107235557&_hsenc=p2ANqtz-9ESPdGAIhmNcVSGZR77As1qmy4lY9GqSh2PQ9NzBP9Kv4yqujTZTJsfpoWxLiFkdMvnjrIsPwNHFtnsS51cux8k_J2E-IohhzmZ_lBHIiBqBPTApg&utm_content=107235557&utm_source=hs_email
There’s no lack of evidence suggesting direct mail delivers results. Take its average response rate: A respectable 5-9%, towering over that of email at less than 1%.
Yet despite the smorgasbord of statistics underpinning its advantages, only about 50% of businesses report using direct mail in their marketing strategy, compared to over 80% utilizing email.
Spoiler, it comes down to cost. The physical production and shipment of a printed mail piece typically comes with a larger price tag than that of digital mail.
However, a strong mail campaign doesn’t have to be the budget-consuming super beast it’s cracked up to be. Knowing how to navigate USPS tools, and take advantage of postage efficiencies can cut costs significantly, and ultimately, increase your ROI.
Here we’ve outlined some of the smartest ways to boost your return on investment and make your direct mail campaigns work harder without chewing through your budget.
more at source: https://www.thysse.com/blog/direct-mail-savings-delivered/