Are you happy with your direct mail vendor? Do you think they could be doing a better job?
There is a lot that goes into an effective direct mail campaign. Choosing a highly qualified direct mail vendor can be the difference between a successful direct mail campaign and a poorly performing campaign.
Here are 5 signs you need a new direct mail vendor.
They Provide Incomplete Success Metrics
Tying your marketing investments to profit is critical to understanding what type of marketing works for your business and which ones don’t. Direct mail companies that don’t track your performance will hinder your ability to be successful.
Metrics you should expect from your direct mail company include or help you calculate:
- Detailed response rates
- Conversion rates
- Cost per lead
- Cost per acquisition
- Lifetime value
With the detailed data that comes from these metrics, you can identify which campaigns are working and better focus your marketing on your most likely prospects. You will see better engagement, more conversions, and you’ll eliminate the cost of targeting unlikely prospects.
They Can’t Integrate Into Other Marketing Efforts
Direct mail is generally one part of your larger, overall marketing plan. To reach your customers where they are, which is everywhere, your direct mail efforts should be choreographed with other marketing efforts such as email and social media.
Integrated multichannel marketing can increase the success of your direct mail campaigns and marketing strategy as a whole. Look for companies that can:
- Target customers through direct mail AND online
- Online and social media follow-up
- Allow for multi-media efforts (QR codes, unique purchasing incentives)
See increased success with a direct mail vendor that can help you combine direct mail with digital marketing. Marketers see conversion rates of 40% in campaigns that combine direct mail and digital marketing. Also, customers targeted with multichannel marketing spend three to four times more than single-channel customers.
Reach out to learn how you can boost success with One Stop Mail’s integrated marketing platform- LIFT.
They Have Ineffective Graphic Design
It’s not enough to have a good product and just send a mailer. You have to get the customer’s attention to tell them about it. That’s why graphic design is crucial.
Not all direct mail providers do graphic design for mailers in-house. Even providers that claim to offer graphic design services, don’t necessarily do it well.
While this is subjective, ask yourself how the results of your direct mail campaign match up with your expectations. If there’s a gap between expectations and results you may need to find a vendor with better graphic design.
Compare your results with industry standards. The average response rate for most direct mail is between 2% and 4%. Response rates can fluctuate depending on your industry and the type of direct mail sent (postcards have the highest response rate). Higher response rates can be seen in
- Real estate
- Car sales
- Medical practices
- Home improvements
If your direct mail campaigns are not meeting expectations, maybe you need a more effective graphic design that is eye-catching, on brand, and has a clear call-to-action.
They Have Bad Targeting & Lists
Direct mail success starts with targeting the right customers and knowing which type of list to use. The right list will put your mailer in the hands of the most likely prospects and valuable customers.
Similar to graphic design, you can look at your direct mail results and key performance indicators to see if your direct mail vendor is targeting the right customers.
Look for companies that provide you with different types of lists and good reasoning on when to choose which type of list:
- EDDM lists by zip-code/mailing routes
- Demographic-based targeting
- Consumer behavior-based targeting
- Business-to-business mailing lists
They Treat You Like A Source Of Profit – Not A Partner
There are no statistics to cite when evaluating this – it’s a feeling you have as a customer. Yes, you want a direct mail provider with industry experience and expertise, but you also want a partner who that understands no two businesses are the same and is driven to help you succeed.
Ask yourself questions like:
- Has your mailing house taken the time to get to know your organization’s unique needs?
- Do they respond timely and thoughtfully to your questions or requests?
- Do you know members of their team or just the person doing the selling?
If the answer is no, then it’s time to find a direct mail partner that is invested in your success.
Partner With a Direct Mail Vendor That Does it All
If you’re not happy with your current direct mail provider, it’s time to make a change and partner with one of the best mailing companies.
One Stop Mail has nearly 40 years of print and direct mail services. Your success is our success, and we believe that you deserve quality direct mail design, printing, and mailing services. We work to discover your business’ untapped potential and find ways to continue to expand your influence in your market and succeed in your business.
One Stop Mail provides everything you need for a successful direct mail campaign from start to finish. Our innovative team is committed to crafting direct mailing solutions to meet the needs of your business.
Contact the team at One Stop Mail to learn how we can help boost your direct mail results and request a free quote.