Targeting is key to DM campaign’s success

The latest findings from the fast.MAP/DMA Marketing-GAP Tracking Study (MW 14 January) come as no surprise to those who remember the basics.

Good targeting improves performance, but the criteria for good targeting doesn’t usually correlate with your customer database. To avoid the sense of direct mail rejection the survey identified, marketers have to use not just the ability to send the right communication to the right customer, but to ensure that it actually features the correct benefits for that individual. It must also use every aspect of customer insight in the execution to overcome the barriers faced by poorly targeted mail.

However, I’m still slightly perplexed that 74% of people would welcome an SMS preference service because this seems to indicate that some brands don’t realise that it’s what the customer thinks that matters, not whether they’re using the loopholes on opt in wording to their advantage.

Charles Ping, account director, Communisis

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