How To Build an Effective Direct Marketing Strategy

Posted on by Camille Lehmann

Author: Alan Sherman, VP of Marketing Strategy

How many times have we in business or marketing heard the word “strategy?” or “strategic?” or “strategic direction?”  It’s one of those common business buzzwords that we hear all the time, but when it comes to direct marketing, what does “strategy” really mean? Merriam-Webster offers up several definitions of “strategy,” but the one I think is most relevant to direct marketing is “The art of devising or employing plans towards a goal.” After all, successful direct marketing strategy requires effective planning – putting the components of a winning program together.

From Our Perspective, What is Strategy?  

Nahan provides Strategic Planning, which is most simply about enabling clients to achieve their direct marketing goals.  This means improving direct mail gross response, while lowering cost without corresponding drops in response. This can be a challenge, as adding package components, increasing package size or paper quality will often lift response, but add cost. Ultimately, improving upon both response and cost leads to an improved cost per acquisition and superior return on marketing investment. So how do we do this?

A Step by Step, Rigorous Approach Gets Results

We recommend initially approaching this from a macro level. Who will we target and why? If we are focusing on direct mail, what kind of package format is needed? What does our creative and messaging need to look like? What are our target metrics?

The answers to these questions can be found in a step-by-step approach to direct marketing performance improvement. We suggest beginning with a marketing assessment to best understand everything that has been done in the past, from creative, targeting, cadence and offers to the competitive landscape.

Based on our knowledge of data and analytics and an analysis of the marketer’s data, we will likely propose specific types of data and the right predictive analytic tools for data testing. On the creative side, although budget is usually a factor, when we can test more than one creative, we create more opportunities for success.

Finally, based on what we see in the data and from our knowledge of direct mail creative best practices, we design the creative, with the target audience in mind. The data analysis tells us quite a bit about our prospects. We develop messaging, the package design, articulate the offer, supporting benefits and Call to Action.

How Strategy is Rolled Out Against Data, Analytics, and Creative

The available universe is determined. Because we take a “test and learn” approach, a test plan that minimizes risk while testing creative, data, and analytics is developed. When results come back, we measure them and make recommendations for further improvements in targeting and creative. Feeling more comfortable in what works, we can invest more dollars in reaching more people, often expanding to an omnichannel campaign, particularly where we can simultaneously target the same direct mail recipients with online campaigns, can substantially lift results further.

A subsequent results analysis leads to additional improvement – ideally, a never-ending improvement process. Which is necessary, given that costs like paper and postage are always rising!

The Results

We can almost always improve response through our knowledge of what creative and data works, creative and data testing, and predictive analytics. We can also test less expensive materials to bring down package costs. When we work these “levers” in the right way, cost per acquisition drops.

Questions To Ask Yourself and Your Team

What are your acquisition goals for the year? Where do you think your program is working and where might improvement be needed? Are you testing creative and data on a regular basis? Do you rotate your creative to keep it fresh and performance up? If you would like to achieve better results or simply discuss your challenges and receive suggestions, give us a call.

Bio: Alan Sherman is our Vice President of Marketing Strategy. Alan enhances Nahan’s current value proposition with strategy solutions that support new/existing client relationships. For clients, he leverages market, customer, and competitive intelligence to build achievable strategies for omnichannel marketing success. His marketing plan strategies include targeted data, predictive analytics, testing and creative that drive ongoing client performance improvement. In his spare time, Alan enjoys spending time with his family, traveling, going to concerts, watching sports (he’s a fan of the NY Giants, Boston Red Sox and Celtics) and walking the dog, even though it was just out.

Expanding Our Portfolio of Services – Introducing Marketing Services

Posted on by Camille Lehmann

Author: Alan Sherman

For almost 60 years, Nahan has been known for an emphasis on high quality production, distribution, and design. Our clients are a blue-chip group of direct mail and catalog marketers.

In a marketing climate that is increasingly competitive and further challenged by a global pandemic, we are building upon our success and offering clients a true end-to-end omnichannel marketing solution, driven by a team of experts across strategy, data, and creative.

Crafting a Solution Around What Works

In doing so, we are positioning our marketing services around what drives client success. In direct mail, response is driven by 3 top-line components: the data, creative, and the offer. Supporting and “orchestrating” all of this is the strategy, with an overall plan of action that often optimizes all three of these elements for best results.

Targeting Crucial for Success

Research indicates that the right data or list, is the single most important factor in prospect or customer response. An investment in direct mail is wasted against the wrong audience. Proper data selection, whether it is a targeted list selection or through the application of predictive analytics, is essential for success.  We can drive enhanced performance via additional, proven sources often priced at levels that clients cannot obtain on their own.

Creative Designed Specifically to Drive Response

Our skilled and experienced team is highly focused on applying a series of creative best practices that get respondents to take action. High performance creative is much more than small, iterative changes to an existing creative control. It means re-tooled responsive design, copy and often the introduction of new direct mail formats. This is where the big gains in response are realized.  Depending on the client, it may mean development of a rotation of creative controls, especially when targeting an audience more than once.

Hooking Them With a Well-Written and Properly Located Offer

The creative offer is what hooks potential customers. Offers themselves may sometimes be limited by what a client is able to provide, but how they are presented, messaged and supported by benefits is key to response success. A well-constructed offer with supporting benefits is compelling, hooks the reader, establishes credibility, reverses perceived risk, and includes a strong, urgent call to action.

Tying It All Together with Strategy

Well-developed strategy effectively brings these key components together. It may include analyzing past performance, scoping and ranking the right universe, putting an A/B or multivariate test plan together, providing guidance on the campaign, measuring the results and then applying the learning for continued, ongoing performance improvement. This may mean expanding the marketing plan, utilizing various approaches to reach the same people with multiple contacts across additional, integrated marketing channels. We have long known that omnichannel programs perform best.

An End-to-End Solution Makes for Cost Efficiencies and Higher ROI

Pairing some or all of your direct marketing efforts with high-quality production and smart postal strategies produces cost and time efficiencies, which leads to greater Return on Investment. We are already hard at work helping clients achieve better results for 2021 and are eager to help you be successful as well! Please reach out to me at alan.sherman@nahan.com if you would like to learn more about our marketing services.

Bio: Alan Sherman is our Vice President of Marketing Strategy. Alan enhances Nahan’s current value proposition with strategy solutions that support new/existing client relationships. For clients, he leverages market, customer, and competitive intelligence to build achievable strategies for omnichannel marketing success. His marketing plan strategies include targeted data, predictive analytics, testing and creative that drive ongoing client performance improvement. In his spare time, Alan enjoys spending time with his family, traveling, going to concerts, watching sports (he’s a fan of the NY Giants, Boston Red Sox and Celtics) and walking the dog, even though it was just out.