‘Junk Mail’ Is Call to Arms
A recent Epsilon study found that 60 percent of people enjoy checking the mail box for postal mail. We should be growing that number, making the experience even more pleasant!
Collectively, as an industry, we’ve allowed the bar to be lowered and almost invited consumers to discard our content without a second thought. Why should we let low response rates be the norm? Let’s invest in a little inventiveness, taking a junk-yard-dog approach to rooting out true junk mail!
Let’s start with our data. Let’s make sure we’re building strongly predictive models to target the right people, verifying addresses, and recovering good records. Heck, let’s even remove the deceased from our lists.
Hats off to a company called DirectMail.com. If you Google “Do Not Mail,” it’ll pop up at the top of the page. Why is a direct mail company showing up in those search results? Because the company realizes that sending mail to recipients who don’t want it and won’t respond is simply bad business.
Eliminating the phrase “junk mail” from the American vernacular can be done, and for anyone who is passionate about the direct marketing craft, the process will be enjoyable. It will involve being imaginative, pushing the envelope (pun intended) and avoiding complacency.
It can be done by constantly testing and evaluating our efforts to determine if we’re delivering the best possible results for our clients and the equity of direct mail. Let’s honor our trade and do our part to redefine the channel.
A third-generation printer, Dustin LeFebvre delivers his vision for Specialty Print Communications as EVP, Marketing through strategy, planning and new product development. With a rich background ranging from sales and marketing to operations, quality control and procurement, Dustin takes a wide-angle approach to SPC