Five ways to make direct mail & loyalty schemes work better together

It's not uncommon for brands to treat their general direct mail campaigns separately from mailers linked to their loyalty schemes. 

This is much to the bewilderment of consumers, who receive disjointed and sometimes duplicate or contrasting communications from a brand.

Andy Wood, managing director of GI Insight, explains how following a few key steps can help you improve the effectiveness of your combined loyalty and direct mail strategies. 

He outlines how you can boost results from both these channels by:

1. Making sure your direct mail strategy is data-led, not design-led
2. Segmenting your data
3. Using data to personalise your message
4. Integrating channels to optimise results
5. Making sure your goal is properly defined

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