AccuList

If "bad addresses" are undercutting your direct mail response goals, try these three extra data processing steps to improve mail deliverability and ROI. See https://www.acculist.com/extra-steps-can-cut-bad-addresses-to-lift-mail-response/

Extra Steps Can Cut Bad Addresses to Lift Mail Response Three extra data processing steps will cut bad addresses in direct mail files to boost deliverability, response and ROI.

Renewed marketer interest in traditional print catalogs is being fueled by digital's crackdown on consumer tracking and rising costs. For more, see our blog post at

Print Catalogs Surge, Respond to Digital Tracking Crackdown A surge in print catalogs is being fueled by digital's crackdown on consumer tracking and rising costs, as well as catalogs' better response and retention.

With many American adults at home and all but essential businesses closed because of COVID-19, AccuList reminds marketers of the advantages of targeted direct mail, a channel that reaches into homes, has the highest response rate, and can link with digital, too. Agency SeQuel Response notes that, with the crisis increase in online shopping, direct marketers have overcrowded online with new e-commerce sites, digital ads, social media, and e-mail. Direct mail offers a way to rise above the noise. Some tips: 1) Ensure creative aligns with customer sentiments for positive branding; 2) reconsider mail frequency and timing if needed but make sure not to lose touch with audiences; 3) solidify customer relations, with increased focus on retention; 4) integrate direct mail with digital marketing to up response and cut CPA, including print technology use such as QR, AR and VR; and 5) plan post-crisis with messaging that can evolve. Given current buying process disruption, “optichannel” campaigning, meaning use of best channels for the customer, is essential. Direct mail has advantages, especially combined with modeling and digital integration, per a "Target Marketing" article. Examples include Galileo Learning, which operates children’s summer camps. Galileo used response-lift customer modeling to identify best prospects on external lists and then put the savings toward better creative. Resulting response surpassed expectations with 155 new campers and $66,000 in new revenue. In another case, a California Meals on Wheels' 75,000-piece mailed holiday appeal garnered $230,000 in donations and 43% new donors by first, defining responsive list segments via demographics and customer-look-alike modeling, and, second, adding digital advertising (e-mail, social and online display) for a 600% increase in impressions. For more, see

Amid Virus Disruption, Direct Mail Has 'Optichannel' Advantages As the majority of American adults hunker down at home, with all but essential businesses closed or working remotely because of the COVID-19 crisis, AccuList