Think of everything that goes into executing a direct mail campaign. Copywriting, editing, graphic design, segmenting and/or updating a mailing list, paying for print and postage. It’s a lot! It would be a shame to spend so much time and money on a direct mail campaign for your mailers to get ignored by your recipients. One of the main reasons why people don’t respond to the mailers they receive is because they’re not relevant to their lives. This can be caused by one of three reasons:
- They have no need for the service or product being offered (i.e. someone without a driver’s license receives a mailer from a car dealership promoting a sale on new cars).
- Your mailer came too late, meaning that they did have a need for your product/service, but they already purchased it.
- Your mailer came too soon, meaning that they will be in need of your product/service in the future.
Avoiding reason 1 can be done by only purchasing quality data and updating mailing lists regularly. Reasons 2 and 3 are about timing. Using a trigger data list prevents you from contacting prospects at the wrong time.
Trigger data allows you to send mailers to prospects when they’re in the market for buying your product or using your service. For example, a car dealership may use trigger data to target people who have recently applied for an auto loan. Campaigns using trigger data deliver great results. Because you have proof that these prospects are still “in play”, they’re more likely to respond to your mailer and become a customer.
You’ve probably heard people say, “timing is everything”, and this is especially true for direct mail. Your mailer could have the most amazing graphics and copy and an incredible offer, but if your prospects aren’t in the market for your product/service, they won’t respond. Don’t use your mailer to convince people to buy something that they don’t want or need – that won’t work. Instead, use your mailer to steer people in need of your product/service toward your business.