Research continues to tell us how important data is in our marketing efforts. The latest numbers are in from the Winterberry Group, and as published in Direct Marketing News, it is estimated that U.S. marketers will spend $11.5 billion this year on data and related solutions. This is up over a half a billion dollars from last year.
While spending on email marketing and display ads is on the rise, it is direct mail that “still commands the lion’s share of spending on data-driven targeting” as “more than $9 billion of the 2015 total will go into perfecting mailing lists.”
So why is data so important in our marketing efforts, and specifically when it comes to direct mail?
Direct mail is one of the highest converting inquiry generation channels because it allows marketers to deliver customized messaging to targeted groups. Yet without data, we wouldn’t know exactly who to reach or how to personalize the communication.
At Helix Education, we take list maintenance – and perfecting our target lists – very seriously. Our Helix Education Knowledge Center comprises 450 data sources, allowing us to create refined demographic, psychographic and behavioral profiles to segment the best target for our clients’ mailings.
We also test our lists and our creative extensively. Last year alone, we conducted nearly 500 direct mail tests for clients to continually improve response rates.
The data that comes from our profiling, list modeling, and testing capabilities is the foundation for our clients’ direct mail campaigns. For more than 30 years, we have relied on data-driven marketing to help colleges and universities reach, engage and motivate the right prospective students by using information that is relevant and timely.
According to the article, Winterberry predicts that direct mail spending will be $45.2 billion, second only to television at $68.5 billion. With that much on the line, it’s safe to say that marketers everywhere need to rely on data to drive their outreach.