10 Ways To Boost Your Direct Mail Campaign

This case study outlines strategies for improving direct mail campaign effectiveness, organized into updated recommendations and original tips developed from years of campaign experience.

Updated guidance emphasizes constantly re-weighing the target population to prevent model degradation, partnering with credit bureaus that provide quality variables and allow non-PII data downloads, and accurately identifying true credit revolvers rather than relying solely on high utilization percentages.

The original ten recommendations include: mail sufficient volume for meaningful results, use actual credit attributes instead of only marketing data, leverage multiple credit bureaus for coverage, build both response and risk models, use firm offers of credit, A/B test creative elements, build aligned landing pages, run re-mail strategies, time campaigns around seasonality, and use multiple mail shops for different competencies.

A bonus tip: reserve 5% of volume for out-of-boundary testing so models don’t become self-perpetuating and lose effectiveness over time.