Assessment & Data Strategy
Assessment
Nahan takes the long view. We analyze and dissect past campaigns for performance. What messaging worked and what didn’t? What are the most meaningful numbers? What new opportunities exist?
We’ll assess the current landscape to frame-up what competitors are doing. We’ll plot new goals that take advantage of your strengths.
Data Strategy
Reaching an audience starts with science. We identify and pull prospect data from hundreds of sources, determine which have the most industry clout, and zero in from there. Pinpoint targeting has human results—reaching the hearts and heads of prospects. Data trends ebb and flow—they often surprise us—but we’re nimble enough to address any new behavior.
Test Planning & Creative Strategy
Test Planning
Testing shouldn’t be a one-time, cookie-cutter occurrence. As your customer base evolves, testing should be a flexible, ongoing process that improves response and ROI. A properly designed mail test plan is intended to achieve growth goals without blowing up budgets. Digging in further, A/B and multivariate testing let us test multiple aspects: messaging, offer, design, format, and frequency.
Creative Strategy
We’ve analyzed, planned, and tested. Now we’re ready to create. To take what we’ve learned and design responsive creative. Messaging, design, and format come to life. Offers, supporting benefits, and calls to action work in tandem. A unique selling proposition is delivered. Our creative team draws on its collective expertise (an average of 20+ years each!) to deliver winning creative.
Omni-Channel
If we see an opportunity, we’ll utilize other channels. Cross-channel direct/digital marketing programs that leverage the original audience can optimize performance. It’s how old-school meets new tech and bridges the “digital divide.” Reaching out via multiple channels and devices increases results vs a direct mail-only campaign.
Phase One: Evaluation
For ongoing direct campaigns, mailing a diversity of formats is often required to increase and maintain performance. We explore different package sizes and configurations. We look carefully at results. We weigh options. We make decisions based on what we believe will work best to motivate the target. And move the numbers.
Phase Two: Exploration
We always balance creative with cost-effective production and postage. From a production standpoint, there’s much to consider: Paper stock and weight, finishes, sizes, components, and personalization, to name a few.
But we're also thinking outside the box; we’re built to do that. We’ll do what it takes to get the piece opened, noticed, and acted upon.
Phase Three: Execution
We embrace that messaging must drive action. Our creative department follows best practices while aligning to brand requirements. From offer to supporting benefits to frequent calls to action, direct mail needs to encourage response.
Expertise In:
Data Analysis, List Research, Consumer List and Data Acquisition, Predictive Modeling and Analytics, Match-Back Campaign Analysis, Business-to-Business List, and Data Acquisition
Our integrated direct mail success chain includes strategy, data, creative, and production execution. The typical data compiler manages more than 3,000 data points per person.* For a full-service direct marketing agency like Nahan, data is crucial—direct mail provides more data elements which we can target. A wealth of data and strong predictive analytics. It helps us precisely rank prospects based on response likelihood.
*Source: WebFX
Prioritize Your Prospects
Analytics
Data value is enhanced by predictive analytics. We leverage data to reach full potential with predictive modeling. We can prioritize your prospects.
Data and dollars
Nahan has long-time relationships with many direct mail data providers and brokers. We can determine the best fit for a particular client’s objectives—often at a lower cost than they could obtain on their own. The best possible data. The best possible price. What’s not to love?
