Direct mail has one of the strongest ROIs in direct response marketing. In fact, direct mail’s response rates beat digital channels by a landslide.
The tangibility of direct mail can help you stand apart from your competitors. Physical marketing messages command the full attention of the recipient. But—direct mail only works if you can actually get it into your customer’s mailbox
Nothing will kill your direct mail ROI like an outdated or typo-laden direct mail list. This is why direct mail address verification is so important.
What is Direct Mail Address Verification
Undelivered direct mail is a waste of your direct mail budget, from campaign design and targeting to printing and postage. Plus, it can even skew your customer data. If you’re tracking direct mail performance results, you may misinterpret undeliverables as poor fits for a targeted segment. This is where direct mail address validation comes in.
Direct mail address verification is a new feature available within Inkit that takes the addresses you submit and compares them to the USPS address registry. This automated process ensures the accuracy of all of the addresses on your direct mail list before your mailer goes out. This works quite similarly to email address validation.
Cutting your direct mail costs by correcting easily avoidable address mistakes frees up spend for other areas of your marketing budget or business operations. Before you mail your next direct mail campaign, make sure you are using Inkit’s direct mail address verification tool.
3 More Benefits of Direct Mail Address Validation
While the most obvious reason to validate postal addresses for direct mail is simply to ensure your mail reaches intended recipients, there are several additional benefits. These include:
1. Better Direct Mail Segmentation
When you’re segmenting your lists of customers and prospects for direct mail workflows, you need reliable data. Whether you’re targeting consumers based on age, gender, geography, purchase history, interests or behaviors, segmenting only works if your customer information is accurate. Once you have identified an address as deliverable via direct mail address validation, you can append additional data points. As soon as you know an address is valid, you can work on capturing additional data via direct mail because you know the people on your list are checking their mail.
Pro tip: Use one of our direct mail integrations to seamlessly track direct mail data along with data from digital campaigns.
2. Improved Accuracy in Personalization
Inkit enables marketers to personalize direct mail just as you might personalize email or other marketing. With our platform, you can customize direct mail content based on previous purchases, browsing history, cart abandonment, appointment dates and more.
Of course, the reason we highly recommend personalizing direct mail is to make marketing function more like a real conversation with the consumer. Personalized marketing messages help the consumer feel more connected to your brand, and direct mail address verification can help you catch errors that would mar your personalization strategy otherwise. This will help you improve more sophisticated personalization strategies based on customer location and relocation, etc.
3. Stronger Cross-Channel Campaigns
While direct mail is an effective direct response channel all on its own, it works even better when part of a larger cross-channel strategy. Most marketers who use Inkit actually choose our direct mail software because they want a tool that works well with other marketing automation platforms. This allows them to sync online and offline efforts. Direct mail ROI improves significantly when you successfully reinforce it with digital marketing (or vice versa). For example, you might send a few steps of an email sequence and then follow-up with with a postcard. The physical marketing piece is a tangible reminder that either reinforces your digital messages or gets you in the door when digital won’t (when your emails aren’t being opened, for instance).
When you use address validation in Inkit and email validation in your email tool, you can be more confident in your cross-channel campaigns. You can design an integrated campaign, knowing that you have strong chances of connecting with consumers both online and off.
Try Our Direct Mail Address Verification Tools
Direct mail, when done well, can help you acquire new customers, re-engage wandering ones, reactivate lapsed customers and even foster loyalty. Direct mail address validation is an important step in each one of these processes.
You can start cleaning up your direct mail lists with Inkit today. To give our direct mail address verification tool a try, contact us and set up a demo now.