10-minute Direct Mail Assessment
Time for a Direct Mail Checkup!
Make your direct mail more personal than you thought possible.
Fill out this quick, easy audit, and we will evaluate your direct mail program.
Get personalized insights into how you’re performing compared to industry benchmarks and where you may have the most room for growth and positive ROI. Rest assured that we will never share your data or results, and your information is confidential. We take data security seriously.
For the most accurate results, make sure you keep your answers and estimates as realistic as possible. Let’s get started!
Are you utilizing personalization fields relevant to individual consumers? (e.g. demographic information, past purchase history, recommendations, personalized offers, and more)
Direct Mail Assessment
Yes
No
Unsure
Are you using personalization to its fullest extent?
Direct Mail Assessment
I’m personalizing copy
I’m personalizing images
I’m personalizing both copy and images
No or unsure
Have you secured paper and/or envelopes for the next 12 months?
Direct Mail Assessment
Yes
No
Unsure
How are you strategically using your data? (select all that apply)
Direct Mail Assessment
I’m using it for customer acquisition
To reactive lapsed customers
For brand awareness
To increase purchase frequency
None of the above
Are you using the right format to get the best results/highest ROI?
Direct Mail Assessment
Yes
No
Unsure
Are you optimizing your postage expense? (e.g. direct drops, proper mail class, consolidated versions to increase saturation)
Direct Mail Assessment
Yes
No
Unsure
Does your mail drop/arrive in-home on time?
Direct Mail Assessment
Yes
No
Are you tracking your direct mail through the postal system to align with promotions?
Direct Mail Assessment
Yes
No
Unsure
Do you have a vendor partner who’s a subject matter expert on data, technology, tracking, printing, and reporting?
Direct Mail Assessment
Yes
No, I’m using multiple vendors for one or more areas
How do you keep your mailing lists current? (select all that apply)
Direct Mail Assessment
Responses
Raw data
Working with a data compiler
Not keeping lists very current
Are you measuring, learning, and changing strategies based on your response rate?
Direct Mail Assessment
Yes
No
Unsure
Do you know the communication methods that each demographic generation prefers?
Direct Mail Assessment
Yes
No
Unsure
Is your data secured with SOC1, SOC2, and/or SOC3?
Direct Mail Assessment
Yes
No
Unsure
Overall health:
Lots of Opportunities
Direct Mail Assessment
RECOMMENDATION: Start Using Variable Data Printing to Get More Personal
Good job! You understand the value of data, and you have collected important data points on your customers. However, there are many opportunities to put your data to work within your direct mail marketing. We recommend taking steps toward hyper-personalizing in your mailings.
The popularization of email and the rise of the internet in the early 2000s allowed brands to reach more individuals in new and exciting ways. We now know that personalized calls to action (CTAs) convert 202 percent better than generic ones. And, 3 out of 4 customers are more likely to buy from you if you know their name and recommend products based on their purchase history and preferences. Strategically incorporating variable data printing into your direct mail mix could increase your sales by 56 percent on average.
You’re in great shape to leverage your data for more informed strategies that drive you forward!
Next steps:
- Create variable content.
- Consider adaptive templates.
- Optimize your analytics and consider additional testing to improve response rates.
Overall health:
On Your Way
Direct Mail Assessment
RECOMMENDATION: Boost Your Personalization Copy and Images
Nicely done—we’re impressed! You have data, you’re personalizing your mailings, and you’re analyzing results.
You’re using CRM and segmentation strategies to apply your data and personalize content that builds the often-elusive emotional connection all marketers strive to create. With digital marketing channels becoming increasingly crowded, you’re relying on direct mail to deliver. You’re in a prime spot to start hyper-personalizing your direct mail with both images and copy based on past purchase and activity history. You’re ready to take advantage of hyper-personalized direct mail strategies that are proven to increase your revenue by an average of 56 percent.
Next steps:
- Start utilizing adaptive templates.
- Discover new revenue streams.
- Integrate digital CTAs.
Overall health:
Marketing Expert
Direct Mail Assessment
RECOMMENDATION: Secure Paper and Envelopes for the Future and Optimize Your Mailing Costs
Rock star! You’re definitely in the category of savvy marketers! You’re organizing, analyzing, and putting together smart direct mail strategies based on data. You’re continuously monitoring, testing, and adapting your mailings to improve your response rates. We’re seriously impressed!
Because you have so much robust data and history, we recommend you do a deep dive into your direct mail strategies to see if there are opportunities you may not be taking advantage of currently. For some brands, this includes taking personalization tactics to the next level. This is a critical goal because 76 percent of today’s customers expect personalized offers, experiences, and more.
We see successful marketers reach customers with hyper-personalized direct mail that includes copy and images to communicate with your consumers on an individual level based on past purchase history, offer redemption, location, and more. With the ongoing paper shortage, we also recommend securing your paper and envelopes for at least the next six months. Additionally, work with a partner such as Baesman who can make the most of your postage costs by finding efficiencies in mailings and within the post office to reduce your mailing costs so you can put your marketing dollars toward additional channels.
Next steps:
- Secure paper and envelopes for at least six months.
- Hyper-personalize your direct mail.
- Find efficiencies in mailing costs.