Five top tips for affinity marketers

The drive to find new sources of data for direct mail campaigns isn’t just influenced by cost (or scarcity).  Yes, list costs will always play a major role in deciding what sources of data are used for direct mail campaigns.

However, of much more importance to direct mail professionals is just how fresh and responsive that data is. Basically, does it perform?

That’s not so easy to answer any more – in fact over the last ten years average direct mail response curves have been falling. Much of this has been because data has been overused, particularly good data, whilst the consumer is also being targeted more aggressively through multi-channels.  As a result, return-on-investment (ROI) has been falling.

This is why many direct mail marketers are turning to affinity marketing.  Sometimes called partnership marketing, affinity marketing occurs when two brands join forces to market a product or service.

It doesn’t always demand a lot of work either, as often it simply involves one brand using the data belonging to another, often brokered by an affinity marketing specialist.

Download the link to read five top tips by John Eddolls, Director of Affinity Partnerships at Howse Jackson Marketing.

And don't forget you can call on Royal Mail's team of data consultants for help to make the best use of your data. To find out more click here.