The devil is in the data

We’re frequently approached by companies looking to carry out B2B direct mail campaigns, and looking for that magic formula to generate maximum ROI. Often it’s perceived that the answer is a sensational piece of creative that can’t fail to attract attention.

It’s easy to get carried away with the design aspect. But realistically, no matter how fantastic a campaign is, if it’s not reaching the right person, it’s a waste of money. The single most cost effective thing that any company can do to maximise the impact of their DM is make sure the data is right.

Businesses get hung up in the numbers game, thinking they’ve got to target as many people as possible. But it’s better to target 250 contacts when you know you’ve got the right person at the right organisation than 2,500 indifferent contacts – and it can make an enormous difference to the response rate. Given that the objective of any direct mail is ROI, then it makes sense to ensure there is as little wastage as possible.

Data should not be an afterthought; it is the raison d’etre of any B2B direct mail. At the end of the day, a poorly targeted piece of direct mail can be a waste of time, money.

Without the right contacts then direct mail, be it an e-shot or a mail piece, is at best a waste of time, and at worst an irritation – and certainly won’t deliver back on the bottom line.