The Transformation of Direct Mail

The year 2008 was a challenging year for just about every business competing for work. I don't need to go into the why, that's well known. I will however comment on the why when it comes to an industry that was on a decline even prior to the nation-wide economic crisis; direct mail.
For so long the words were Spray & Pray. Print a million generic postcards, spray on the last known address for residents in a certain area (or not so certain), and pray that 1 percent of recipients respond to the offer or message. This was difficult even when postage rates were low and print was cheap. In printing, as in nearly all industries, production costs increase. However, with the amount of junk out there people tend to get immune to all the advertisements and that 1 percent response does not increase.
So, is direct mail dead? Well, in some cases the Spray & Pray still works with the right offer on a product or service that everyone needs. But overall, the industry has been waiting for a change. There is no question that now is the time to make that transformation.
The transformation of direct mail is not some new revelation that one person suddenly came up with. Direct mail has had the technology to increase response at extraordinary levels for years. There are print companies and marketers doing it today. There are even more companies out there that say they can do it. Variable Data Printing - That's the word out there anyway.
The transformation however is more than simply slapping Dear Mary and a picture of a puppy on a postcard to Mary Smith at 122 Main Street. The transformation of direct mail is Relevance through Personalization.
Relevance starts with the data. Learn and utilize everything possible from the data you have. Name, gender, age, demographic, community... the possibilities are endless. Take a good look at the data and use it in a way that works for the person you are mailing. If you can present the recipient with information or an offer that is completely relevant, hit them and be sure to track results. If your offer is not relevant look into including an offer with a PURL (personal URL or website) to collect more data and make the next mailing a more targeted piece.
As we see more marketers and printers transform into better Direct Mailers we will see a huge shift in the way we look at advertising with efficiency. All of a sudden we are sending less junk mail, increasing our demands for sustainability, increasing our profits, and fulfilling the needs of those looking for the goods and services we are trying to sell.