According to recent research from Lob, enterprise marketers cite poor response rates and bad address data as their top challenges when it comes to direct mail campaigns. Thirty-six percent of respondents reported poor response rates, and 32% reported bad address data.
Two-thirds of marketers are unable to determine the ROI of their direct mail campaigns. To measure ROI, they try to measure individual customer activity within a specific time period or by using QR codes. A third of marketers partner with an agency to help with their campaigns.
Marketers are making improvements to their direct mail campaigns by creating more appealing design, copywriting, and calls to action, better integrating with their digital efforts, and adopting new technologies.
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Direct Mail Marketing in 2023: Top Challenges and Trends
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