6. Target Effectively—Make it Relevant
Do you really need to mail to your entire list? The most relevant messages should reach a target audience of consumers most likely to respond. Discover the demographic and geographic data available through location intelligence and accurate geographical coordinates, business and consumer data appends. Use profiling and filtering to ascertain what your best customers have in common so you can find more just like them. When you initiate a targeted, more personalized marketing campaign, you increase your opportunities for response and growth and reduce waste at the same time.
Take a hard look at your company's green initiatives and determine whether or not the practices in place are indeed "evergreen"—promoting not only environmental conservation, but also sound business practices and solid return on investment to ensure sustainability in any economic conditions. Greening your direct mail does not have to be complicated. List hygiene and targeted communications are only part of the solution, but an essential first step to getting it right.
Greg Brown is vice president of Melissa, provider of global contact data quality and identity verification solutions that span the entire data quality lifecycle and integrate into CRM, e-commerce, master data management and Big Data platforms. Connect with Greg at firstname.lastname@example.org or via LinkedIn.