At Nahan, everything we do starts with listening. Our subject-matter experts are committed to understanding each customer’s goals and challenges and identifying the right solutions. Our approach is grounded in helping clients navigate complexity with precision and care.
Below are five of the most common questions marketers ask about their direct mail programs — paired with insights and best practices from our industry experts.
“The real magic happens when you can turn data from something overwhelming into something actionable.” – Maggie Stack, Direct of Strategy
Precise data is the foundation of every successful campaign. Marketers should prioritize regular data audits, ensuring list sources are validated, compliant and relevant.
Segmentation can uncover valuable audience insights and drive personalization, which improves response. Teams that actively maintain clean, enriched data are better positioned to personalize messaging and improve results over time.
Key Questions to Ask About Your Program:
“The best creative work happens when you’re free to test, measure and improve — without losing sight of what drives ROI.” – Mike Dietz, Executive Creative Director
Creative stagnation is one of the most common barriers to direct mail success. Building a culture of continuous testing helps organizations evolve creative strategy without disrupting performance. Start with format tests based on best-practice design changes that balance innovation with data-backed decision-making. The most effective marketers use test results to inform creative direction and foster long-term improvement.
“Every day we can take out of the process matters. When teams streamline workflows and communicate clearly, campaigns get to market faster — and that speed translates directly into performance.” – Dawn Volante Brown, VP of Business Services
Efficiency is key in direct mail execution. Marketers should evaluate where bottlenecks occur — from creative approvals to data prep — and identify steps that can be automated or consolidated. Clear communication, defined ownership, and standardized processes ensure campaigns move smoothly from concept to mailbox while maintaining quality and accuracy.
“Marketers don’t need more data — they need the right insights. The goal is to connect the dots between mail and measurable growth.” – Alan Sherman, VP of Strategy
Measuring direct mail effectiveness requires proving that direct mail generated responses would not have been generated regardless of the mail. We do this by establishing a non-mail hold-out cell that does not receive the mailing, thus enabling us to measure the incremental lift between the holdout and the mailed population. Establish consistent KPIs that align with business goals, and ensure all stakeholders understand what success looks like.
“Cost savings don’t come from cutting corners; they come from understanding every lever in the process.” – Krista Black, VP of Marketing and Account Services
Managing costs in direct mail is about long-term optimization, not short-term savings. Reviewing postal strategy, format design and production processes can uncover areas to reduce spend without affecting quality or reach. Collaborating early across teams ensures creative and production decisions support both performance and budget goals.
Direct mail success starts with asking the right questions. From data quality to creative innovation, speed, measurement, and cost management, every challenge presents an opportunity for improvement. Focusing on best practices — regular data audits, structured testing, streamlined workflows, consistent metrics and thoughtful cost analysis — helps brands achieve better performance and sustained growth in their direct mail programs.