Allegra’s Mailing Services Help You Connect with Your Customers

Senior Woman Standing Next to Her Mailbox and Looking at Letters She Just Removed While Smiling

When it comes to reaching your customers, especially in a world that is becoming increasingly more digital, it is important for your message to reach them directly while also being as relevant as possible to them. Allegra provides a wide range of mailing services that allow you to make direct connections with your customers, with messages that matter to them. Our direct mail services include:

Database management: A customized database of all of your customers’ data helps your business organize, manage, and keep track of customer relationships, which results in better outcomes when it comes to tailoring your messages to specific recipients.

Mailing lists: We provide high-quality and well-managed lists that are up to date, so you are not wasting resources sending messages to recipients who are no longer there or missing out on reaching new recipients in your target demographic. A quality mailing list will also help to ensure that your message will be pertinent and engaging to the people receiving it, resulting in more leads for your company.

Mailing services: We don’t just help with data and mailing lists when it comes to your direct mail needs, we even design the mail itself, print and collate it, seal and pre-sort it, and everything else that needs to be done to get your mail moving and on its way to your audience.

When it comes to mailing services, Allegra truly is your one-stop-shop. We will help you every step of the way, from determining who to send your mail to, management of your mailing lists and the data within them, conversions, tracking, and re-targeting once your mail reaches your audience, and even the physical actions such as designing, printing, collating, and addressing to get your mail on the move. Let our specialists show you why direct mail marketing is still an important and effective marketing strategy for your business!

The Proven Formula for Direct Mail Marketing Success

the proven formula for direct mail marketing success

Having a strong and relevant offer to make, presented with compelling copy and visuals, is every direct mail marketer’s goal. Yet the real potency in the formula for campaign success lies with your data.

Whether you’re marketing to prospects or customers, your mailing list is responsible for up to 60% of your campaign’s response. Of course, good data is a powerful business asset and essential for more than marketing campaigns.

What defines “good” data, and what makes up a data-driven organization?

We talked with John Loury, president of CAUSE + EFFECT Strategy and Marketing, about data’s role in a small to mid-sized business (SMB), how organizations can use what they know about their customers and supporters to drive better results and how to fill in the gaps.

What defines a successful direct mail campaign?

LOURY:
Direct mail is a powerful marketing channel, and it behooves marketers to justify it by being data-driven. From my perspective, a successful campaign is one that is produced on time, within budget and exceeds the data-driven goals that are established prior to execution. Today, there is no reason why every campaign should not have some projections based on desired response rates or revenues generated.

Level one metrics might be website visits or event registrants resulting from a direct mail piece you’ve sent. And that’s great. Next level would be, did they show up to the event? And after they came, did they purchase or do the desired business action? To calculate the true ROI, you need to close the sales loop.



How do you go about segmenting data for better response?

LOURY:
Segmenting starts with identifying the goal(s) of your campaign and then building an audience to help you accomplish that goal. Start with an internal review of your current data. Once that is collected and compiled, ask yourself the following questions: Is our data set complete? Is there more data that we wish we had, and where is it? Are there third-party resources that could help us fill those holes or enhance what we already have?

Then it’s time to apply the attributes of the audience you think will help accomplish your goal to the data. Once that audience has been defined from a strategic sense, it’s important to choose the offer or value proposition for that segment and develop creative elements that are personalized to maximize the emotional appeal and desired response. All segments are not worthwhile targets for every offer.



How do SMBs typically mismanage their data?

LOURY: The biggest challenge I see is that SMBs don’t have all the data they need. You might collect response data or address data for a few months. And then someone gets busy, and before you know it, there’s a few months missing before someone picks it up again.

Most software programs make it easy to input data. The cleanliness or inaccuracy of it is due to human error. There are free tools or inexpensive tools that can do the wrangling or manipulation of data at a basic level: fixing capitalization, eliminating extra fields or characters, and removing duplicate records.

The next level is more about completeness or being thorough and detailed about what you’re collecting and who you’re collecting it from.



What are some ways to get more out of the data you already have?

LOURY:
Most can benefit from a better understanding of their data sources, regardless of whether you think you need it now or not. Anything business related should be accounted for and categorized.

For example, it’s not uncommon for finance, HR, marketing, sales and operations to have files kept in silos. You might not think you need operations data when you are measuring a marketing campaign. But, if you want to close the loop on ROI, being able to merge marketing or sales data with operations or finance data might be the linchpin to do that.

Today, being able to tie things back to actual business results has never been more important and never more possible.



Behavioral data versus transactional data. How do they interact?

LOURY: Behavioral data and transactional data are the two parts that make up the how, what and when a marketing success takes place. Behavioral data is knowing that someone has visited a landing page or opened an email. Transactional data would be the purchase of a product or attendance at an event. Sequentially, we hope that behaviors lead to transactions.

As a data-driven marketer, you set out to tie the two together, so you can duplicate this process and begin to understand the last piece, which is why this is taking place to generate more of these successes!

Need a hand with managing customer lists or sourcing prospect data? Let us know; we can help.

4 Ways to Drive Better Results From Direct Mail Marketing

In a digitally driven world, it’s easy to feel like your direct mail marketing efforts could be making a bigger impact when the goal is to generate brand awareness.

direct mail markeeting
Let’s check the numbers: According to the Data & Marketing Association, direct mail garners approximately a 5% response rate with a house file and a 2.9% rate for a prospect list. Comparatively, digital channels including email, social media, paid search and online display ads achieved a combined response rate of 2.6%.

Direct mail marketing remains an effective strategy with several key benefits including its targeting ability, measurability and memorability – all driving higher response rates. Here are four ways you can deliver a cut-through-the-clutter direct mail marketing campaign:

  1. Vary formats.
    From a simple, economical postcard for blanketing a geographic area to highly targeted, multi-piece envelope mailings, there’s a format to match your goals and budget. With textured papers and unusual folds, your mail becomes a standout in the box.
  2. Make it personal.
    With today’s variable data printing technologies, it’s never been easier for business marketers to create one-to-one campaigns with relevant imagery and content that connects with the individual. This in turn generates greater interest, engagement and response. Choose eye-catching and colorful paper and textured stock that not only represents your brand, but also stands out in even the most cluttered mailboxes.
  3. Add some dimension.
    For targeted audiences, consider using a different method to pique interest such as three-dimensional mailer. By switching out an envelope for a mailing tube or box, you can include your brand’s message along with a fun and useful promotional item that can drive your message home. According to the Advertising Specialty Institute, 85% of consumers remember the advertiser who gave them a promotional product.
  4. Clean it up and test it out.
    Mail only matters if it’s delivered to the right people. Remove duplicate addresses, names or businesses from your mailing lists to save creative and mailing costs. To further refine your efforts, test the messaging, offer or design treatment against a control to further refine your mail campaigns.

Want to learn more about driving better results from your direct mail? Your local Allegra Marketing Print Mail can help.