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February 15, 2022

The Challenges of Measuring Direct Mail Marketing Performance 

by 
Guest Author

As a marketer, you’re looking for new ways to engage with your customers. You need more than just a compelling campaign that will make you stand out from the digital noise. You need an efficient and cost-effective direct mail platform that will deliver the ROI you need while helping you to overcome the myriad of challenges. You already know that direct mail provides the perfect complement to your digital channels, bringing your offline and online experiences together to increase your response rates.  

How do will you overcome those challenges? How will you reach out to your high-value customers in a way that’s personal, cost-effective, targeted, and professional? How will you make your direct mail campaign come to life in a way that will compel action and make your audience feel good about connecting with you?  

Direct mail customization and personalization challenges

According to the 2022 State of Direct Mail, approximately 32 percent of marketers cite the lack of personalization and customization as a major challenge in their direct mail campaigns. Personalization and customization are no longer simply “nice to have” add-ons. You must offer your customers a personalized experience, but if you're using a legacy direct mail workflow it may not be as easy as you need it to be.

You need to validate the data you have to make sure you’re not wasting money on a campaign that doesn't get delivered. You need a direct mail platform that provides you with infinite personalization and customization options to meet and exceed the expectations of your customers and have the technology to validate addresses proactively. 

Direct mail workflow complexity challenges

Approximately 31 percent of marketers cite workflow complexities as a major challenge in their direct mail campaigns. If you were to look a bit deeper, you’d see that workflow and labor management are an issue across most organizations. If you are trying to manage all the steps of production and printer management manually, it can be a time-consuming and stressful distraction for your team. 

If you outsource the workflow of your direct mail campaign to agencies and third parties it can get expensive quickly. The good news is you no longer need to settle for complicated legacy workflows and old-school printers that are expensive and time-consuming to manage. You can transform your direct mail campaigns with technology that allows you to easily overcome the workflow complexities and challenges.  

Automate your direct mail

At Lob, we help you address the challenges and complexities of your direct mail campaigns. We offer address verification services as an easy way to work toward turning the tide of your poor response rate. It gives you a greater level of flexibility and visibility when you know that your target audience will receive your direct mail campaigns. We already work with more than 10,000 companies to reduce workflow complexities and automate direct mail.

We offer all the right tools, with the power of transformative technology, to make it fast, easy, and cost-effective for you to deliver personalized direct mail campaigns that aren’t bogged down with all the workflow complexities or poor response rates of bygone efforts. With our fully integrated services, set triggers for direct mail letters, postcards, and other communications. We take care of the rest.  

Find out how you can work with Lob today.

This blog provides general information and discussion about direct mail marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.

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