Think about the last time you improved yourself in some way. It felt good, didn’t it?
Maybe you stopped eating junk food or started going to the gym, or maybe you finally remembered to do your laundry before you reach the point where you have nothing clean left to wear.
Whatever it may be, the ability to self-assess and continuously improve is really one of the most distinguishing characteristics of highly intelligent beings in a functioning society.
When it comes to direct mail, the concept of continuous improvement works in very much the same way – assessing what works and what doesn’t and then refining and modifying your methods accordingly to achieve better response rates and a better ROI.
Test, analyze, plan, execute, and repeat. The path to continuous improvement is cyclical, and it relies on the ability to analyze prior results – results obtained by testing any combination of variables within your marketing.
That’s what makes direct mail so powerful, and so reliable – wouldn’t it be great if we could experience that same level of reliability and measurability across our other marketing channels as well?
With a remarketing platform that can harness the relevance and timeliness of display ad retargeting and combine it with the performance of direct mail, you can create a fully optimized marketing mix – from email and direct mail, to display ads and social media – that deliver maximum sales output per dollar of aggregated marketing spend.
In a perfect world, we’d want all of our marketing efforts to drive response rates like direct mail does – at a 4.3% clip, instead of the infinitesimally low response rates typically associated with display ads. Rather than wasting your marketing spend with the old-fashioned “spray and pray” method of mass marketing, you want to be able analyze who responds best to which message and continuously optimize your campaigns to fit those models.
So why stop at just direct mail?
Campaign optimization across all marketing channels – including email, display ads, and even social media – is really the ultimate goal. After all, there’s a reason why direct mail is still the most powerful marketing medium, even in 2016, the golden age of digital.
It’s because direct mail is measurable in ways that other media is not.
Direct mail shows us the way, but the principles are not always applied, or even possible, in digital channels.
The ability to apply the foundations of direct mail – the principles that ultimately make it such a powerful and responsive medium – to your multichannel campaigns will allow you to gather the same type of feedback on what’s working and what isn’t.
By leveraging the power of your website visitor data, and enhancing it with multichannel optimization models that run thousands of predictive simulations, you have the ability to develop an optimal, econometric marketing mix.
It’s that kind of insight and real-time multichannel access to anonymous prospects that will really drive the digital marketing revolution and allow marketers to target more effectively and efficiently than ever.