Direct Mail Optimization

Reduce costs while generating more revenue

As postal rates continue to rise, companies will be challenged more and more to offset these costs and still generate more revenue. The good news: it's possible to reduce direct mail costs while boosting business and customer retention as well. The key is to improve mailing techniques to reduce waste. In other words, cut duplicate mailings and over-mailing. And here are 3 ways to do both:

1. Give customer periodic options

Nearly 62% of best-in-class companies (those with the highest customer retention, satisfaction and profitability levels) provide customers with options on what types of offers they'd like to receive and when. They also allow customers to update their choices periodically (over the phone, via mail, e-mail, in person, etc.). This allows buyers to get the offers they want just when they need them. Only 32% of laggard companies offer this service to their customers. And several best-in-class companies say this customer-centric approach contributed to their record customer satisfaction and retention levels.

2. Entice customers to act

Currently, only 10% of laggards provide their customers incentives to notify the company of duplicate mailings and incorrect addresses. But offering incentives to customers who maintain hygiene of mail lists:

  • provides another way to ensure the quality of customer data, and
  • creates another chance to build loyalty, cross-sell and up-sell

3. Create a repository of data

A central repository of customer data lets other departments know who's been mailed what. It also allows for more efficient cross- and up-selling.

I have been using Modern Postcard for over 6 years and have never been disappointed. The quality is always top notch and the service has been overly helpful. I have purchased lists from a number of different printers over the years and Modern Postcard has been the most accurate and up to date. The mailing lists were easy to customize and have given us a great return. Working in non-profit it is essential to have the best coverage with every mailing, Modern Postcard has helped us achieve this. You are in good hands and won’t be disappointed.
Kevin Swed
Design Director, Magdalena Ecke Family YMCA