AccurateLeads Boost Sales by Connecting to Businesses with Personalized Letter

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Direct Marketing Firm AccurateLeads shows how connecting to businesses and consumers through personalized direct mail can increase response.

Connecting through mail
55 percent of people are eager to read their mail

Direct Marketers are invariably searching for the best medium to attract customers. This is coupled with tight marketing budgets. To help businesses compete and see that direct mail is still a powerful marketing channel, AccurateLeads approached local businesses by sending out a personalized letter with an offer and industry tips. After a failed email campaign, the decision to mail proved advantageous.

The Republican controlled House of Representatives followed Senate Democrats recently in passing a government funding bill through the end of the fiscal year. In so doing, they rejected efforts by the beleaguered Post Office to cancel Saturday deliveries as a cost saving measure. The wording of the enabling legislation requires that the postal service continue to offer six days of delivery each week.

Direct marketers, who have been following these developments closely, welcomed the news. Despite the trend towards digitalization and email offers, marketers view the delivery of direct mail as an important component of any advertising campaign.

Ohio-based shoe retailer, Designer Shoe Warehouse (DSW) has conducted studies that seek to measure the efficacy of direct mail offerings as opposed to digital offerings. They have found that receiving a personalized offering can be the difference between a customer acting on the offer or discarding it.

Birthdays are an excellent opportunity for effectively connecting with loyal customers on a personal level. DSW mails a personalized birthday postcard to all of its twenty million reward member customers. The company offers customers $5 or $10 off on a purchase during the month of their birthday. “A customer may love getting an email from us for fashion tips or to let them know about a triple points offer, but their birthday is different,” says Kelly Cook, SVP of marketing at DSW.

The company currently tested sending birthday coupons, via email, but these didn't perform as well as the direct mail pieces. “Direct mail provides beauty,” Cook says. “It's much more elegant to get something in the mail that you open up. It can be more emotional.” The United States Postal Service appears to be in agreement. Recent studies by the USPS estimates that as many as 55 percent of people are eager to read their physical mail.Addressing them by name can only enhance the experience and, ultimately, prompt some to buy a company's products.

AccurateLeads recently sent out a personalized letter to potential businesses offering a 20% discount on first time list orders. In addition, the letter displayed tips on pinpointing target audiences, the best way to capture the attention of clients, and how to save money on printing and postage. The direct mail campaign saw seven times the response rate of the email blast sent to the same selection set.

Direct mail has dozens of perks that the digital marketing cannot accommodate.Direct mail will not be blocked by spam filters or spread a virus. Regardless of how email is dressed up, it will never be as personal as physical mail. Personalization is something highly difficult to convey through any electronic medium. Humans by nature pay attention to attention. Moving forward, marketers would do well to look at the advantages of direct mail marketing.

AccurateLeads is a leading list provider of direct marketing services that help businesses grow their client basis. Founded in 1984, AccurateLeads has developed a unique process that helps businesses create an individualized multichannel marketing plan to stimulate growth and out brand competition.

For additional information feel free to call our toll free number: (800) 685-4787.

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Donna Newton
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