Tips to Make Your Direct Mail Relevant

March 10, 2010 Jared Shusterman

I came across an interesting video from Pitney-Bowes. They make a lot of the equipment mailing companies use to manufacture direct mail - machines for inserting, addressing, collating, etc.

A few take-aways to highlight: 1.) When your mailing lists aren't up to date, and your online mailing software doesn't do things like NCOA your address file (update addresses from a new movers registry) or CASS Certify your address (direct mail jargon for validating your records' mailing addresses so they can be delivered), your mail will probably never make it, or will end-up getting thrown in the trash (like when it was addressed to someone else in this video). Ouch - that's a lot of wasted money. 2.) Ensure your offers are timely - proper marketing techniques can help you target your customers or prospects with offers they'll respond to (click here for a related article) 3.) Make sure your offers are relevant - use list management tools that allow you to segment your customers easily to drive targeted marketing efforts.

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About the Author

Jared Shusterman

Jared is the Founder and Managing Partner of SproutLoud. Since 2005, he has been primarily responsible for strategic direction of the Company, as well as the oversight of SproutLoud's Partner ecosystem. Prior to SproutLoud, Jared worked in Thomas Weisel Partner’s internet and online advertising investment banking practice in San Francisco. He served as the lead analyst on a number of Corporate Finance and M&A deals including Newscorps’ buyout of Intermix Media ( Jared graduated with a B.A. in Finance and Marketing from the McIntire School of Commerce at the University of Virginia. Jared has an MBA from the Kellogg School of Management at Northwestern University and is a member of the Young President's Organization (YPO). Jared has been honored as one of the Top 40 under 40 entrepreneurs by South Florida Business Journal and a Top 50 Entrepreneur by Business Leader Magazine. Jared lives in South Florida with his wife and two sons.

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