PSI-Vransen Direct Marketing

We are surrounded by emails, messages and notifications on a daily basis. This makes it increasingly difficult to cut through the noise and actually get your customers’ attention. Recognizable? Your inbox is overflowing, but which messages are really being seen? The answer is often: not many. Therefore, among all those digital stimuli, direct mail can be just the opportunity you’re looking for to get your message across in a personal and tangible way.

Why Direct Mail Works

Email marketing is an essential part of any marketing strategy, but it has its limitations. Many e-mails get into customers’ overflowing inboxes, and as the volume of messages increases, the likelihood that your message will actually be read decreases. Direct mail offers the solution here. It is physical, tangible and really stands out among the piles of unopened emails. Moreover, it has a more personal character, something that many customers increasingly crave. A handwritten card, a surprising self-mailer or an attractive magazine can arouse curiosity and often lingers much longer than an e-mail that is quickly deleted. But how do you ensure that your direct mail campaign reaches exactly the right target audience, and that you get your message across effectively? We’ll help you get started with five practical steps.

5 Steps to Map Your Target Audience

Setting up a targeted direct mail campaign is easier than it seems, as long as you follow the right steps. Here are the five essential steps you need to take to reach your inactive customers again with direct mail. Step 1: Find your inactive customers
Use your CRM system to build a list of customers who haven’t opened emails for six months or more. These customers are less likely to respond to digital communications, but may be amenable to a personalized approach via direct mail. Thus, this group is an excellent target group for your campaign. Step 2: Check your address information
Make sure you have mailing addresses of the customers you want to reach. Make an overview of who you can reach via direct mail. This will give you a clear picture of your potential target audience for the mailing, and prevent you from sending unnecessary mail. Step 3: Verify the addresses and do a mailability check
It is essential to verify that the address information is correct and up-to-date. Perform a mailability check to ensure that your addresses are valid and actually represent reachable customers. This will prevent your mail from being returned and allow you to reach your customers effectively. Step 4: Check privacy rules
Before sending direct mail, it is important to verify that sending mail to these customers is within your organization’s privacy rules. Make sure you have permission to contact customers by mail or that sending the mailing falls within a legitimate interest, as defined by the AVG. Step 5: Use the Mail Filter
Many customers indicate that they do not want to receive unwanted mail. To ensure that you reach only those customers who are actually interested, apply the mail filter. This avoids unnecessary costs and ensures that you respect your customers’ preferences.
Read our blog now: Peter on the updated Code Mail Filter

Time to bring your message to life

With the right data and carefully selected addresses, you are now ready to take the creative step: developing your direct-mail campaign. Whether it’s a personalized letter, a surprise package or some other creative concept, make sure your message stands out and addresses the needs of your target audience. Direct mail gives you the opportunity to make a lasting impression, something digital communication cannot always achieve.