{"id":26874,"date":"2023-05-10T01:00:00","date_gmt":"2023-05-10T00:00:00","guid":{"rendered":"https:\/\/keepoptimising.com\/?p=26874"},"modified":"2023-05-02T09:22:05","modified_gmt":"2023-05-02T08:22:05","slug":"cold-direct-mail-data-selections-podcast","status":"publish","type":"post","link":"https:\/\/keepoptimising.com\/cold-direct-mail-data-selections-podcast\/","title":{"rendered":"Offline: New Customer Acquisition with Direct Mail with Dylan Jenkins (episode 151)"},"content":{"rendered":"\n<p>Since 1999, Dylan Jenkins has been helping mail-order and eCommerce businesses to recruit new customers through direct mail. Having worked with hundreds of brands to perfect their cold recruitment campaigns, Dylan is now Vice President of Sales at Epsilon Abacus, the premier data cooperative for catalogue and multi-channel retailers.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2023\/05\/KO151-Landscape-1024x536.png\" alt=\"Dylan Jenkins Epsilon Abacus Offline Marketing\" class=\"wp-image-26880\" srcset=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2023\/05\/KO151-Landscape-1024x536.png 1024w, https:\/\/keepoptimising.com\/wp-content\/uploads\/2023\/05\/KO151-Landscape-300x157.png 300w, https:\/\/keepoptimising.com\/wp-content\/uploads\/2023\/05\/KO151-Landscape-768x402.png 768w, https:\/\/keepoptimising.com\/wp-content\/uploads\/2023\/05\/KO151-Landscape.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Listen now for free: <\/h3>\n\n\n\n<div style=\"width: 100%; height: 200px; margin-bottom: 20px; border-radius: 6px; overflow: hidden;\"><iframe style=\"width: 100%; height: 200px;\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.captivate.fm\/episode\/23e5e47b-96c4-414b-824d-3249e73f0e36\"><\/iframe><\/div>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"has-text-align-center is-style-default has-extra-large-font-size wp-block-heading\">Subscribe to Keep Optimising on your favourite Podcast App<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/keep-optimising\/id1522462412\"><img loading=\"lazy\" decoding=\"async\" width=\"165\" height=\"40\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/Apple-podcasts-badge.png\" alt=\"\" class=\"wp-image-24589\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/open.spotify.com\/show\/4DoXxZMPtPX72KhN8nwTZw\"><img loading=\"lazy\" decoding=\"async\" width=\"132\" height=\"40\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/A-Spotify_Logo_RGB_Green-40-high.png\" alt=\"\" class=\"wp-image-24590\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/www.google.com\/podcasts?feed=aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0va2VlcC1vcHRpbWlzaW5nLw%3D%3D\"><img loading=\"lazy\" decoding=\"async\" width=\"165\" height=\"42\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/A-google_podcasts_badge-165.png\" alt=\"\" class=\"wp-image-24591\"\/><\/a><\/figure>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Reasons for Trying Out Direct Mail<\/h2>\n\n\n\n<p>There are plenty of reasons to test direct mail.&nbsp;<\/p>\n\n\n\n<p>One, everybody is into digital marketing, and you have to fight for your own space. And even from a consumer perspective, digital has become a confusing and noisy channel.&nbsp;<\/p>\n\n\n\n<p>Two, not all customers are in the digital world. Some are even actively trying to get out of the digital world because of the overwhelming feeling they get.<\/p>\n\n\n\n<p>Last, personalization and accuracy of data selections have evolved for direct mail. You can really get your brand message across through direct mail, which is sometimes a challenge for digital.<\/p>\n\n\n\n<p>With all that being said, Dylan says direct mail is not a replacement for any channel. On the contrary, you should use direct mail in conjunction with your digital channels. The key is to understand how they can work together.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is a data cooperative?<\/h2>\n\n\n\n<p>A data cooperative is a group of individuals who pool their data together.<\/p>\n\n\n\n<p>In the case of Epsilon Abacus, it\u2019s a group of retailers coming together to share information for better decision-making.<\/p>\n\n\n\n<p>Aside from this, these retailers also get together to better understand consumer behavior, and this is under the premise that no consumer is unique to one business.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Improving Customer Retention and Accelerating Customer Acquisition<\/h2>\n\n\n\n<p>Direct mail can be a powerful tool for improving, both customer acquisition and retention.<\/p>\n\n\n\n<p>Direct mail can help you attract new customers because it allows you to reach a highly targeted audience, unlike other marketing channels that might have a wider audience.<\/p>\n\n\n\n<p>For this same reason, direct mail can also help to retain existing customers by providing them with personalized offers that can lead to increased loyalty.<\/p>\n\n\n\n<p>Direct mail lets your brand stay top of mind, but it\u2019s vital to ensure that your messaging is relevant and personalized to the recipient. By using data and analytics to understand customer behavior and preferences, such as what you get from data cooperatives, you can create more targeted and effective direct mail campaigns.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Improving the Results of Direct Mail with GDPR<\/h2>\n\n\n\n<p>GDPR, or General Data Protection Regulation, governs the way businesses can use, process, and store personal data.<\/p>\n\n\n\n<p>GDPR, has not only made data quality better but has also made targeting better and improved direct mail.<\/p>\n\n\n\n<p>The GDPR safeguards individuals&#8217; private information and prevents it from being used in ways they do not consent to, translating into improved targeting.<\/p>\n\n\n\n<div id=\"socital-60fa927ed9928d7afcf3575b\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Insider Tips<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">If we\u2019ve inspired someone to take their first step with offline marketing \u2013 what do they need to know to give themselves the best chance of success?<\/h4>\n\n\n\n<p>There are many brands that have used direct mail successfully and continue to do so. Study these brands, such as <a href=\"https:\/\/www.boden.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">Boden<\/a> and <a href=\"https:\/\/www.charlestyrwhitt.com\/uk\/home\" target=\"_blank\" rel=\"noreferrer noopener\">Charles Tyrwhitt<\/a>, check out different resources such as Royal Mail and <a href=\"https:\/\/www.marketreach.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">Market Reach<\/a>, and learn and understand how you can also do direct mail for your business.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Once you\u2019ve started of course you\u2019ve got to \u2018keep optimising\u2019! So what\u2019s your favourite way to improve offline marketing performance?<\/h4>\n\n\n\n<p>For Dylan, it\u2019s testing. Test one thing and see how it makes a difference against your controlled variable. It\u2019s through testing that you\u2019re going to learn.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">If someone listening wants to learn more about offline marketing is there one cheap\/free resource you\u2019d recommend?<\/h4>\n\n\n\n<p>Dylan has two recommendations:<\/p>\n\n\n\n<ul>\n<li><a href=\"https:\/\/www.epsilon.com\/abacus\" target=\"_blank\" rel=\"noreferrer noopener\">Epsilon Abacus<\/a> for case studies about brands that have done catalogue work<\/li>\n\n\n\n<li><a href=\"https:\/\/www.marketreach.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">Market Reach<\/a> for all things direct mail<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Crystal ball time \u2013 what\u2019s coming up in the next 6-12 months that we should be getting ready for in offline marketing?<\/h4>\n\n\n\n<p>Hopefully, costs will come down in the next 6 to 12 months, but aside from this, Dylan says one thing to look at is TV. It\u2019s becoming a thing in the States, and it\u2019s what businesses should watch out for.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Interview Links<\/h2>\n\n\n\n<ul>\n<li><a href=\"https:\/\/www.epsilon.com\/abacus\" target=\"_blank\" rel=\"noreferrer noopener\">Check out Epsilon Abacus<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/company\/epsilonabacus\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Dylan on Social media: <\/h4>\n\n\n\n<ul>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/dylan-jenkins-9841b214\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Sponsored by\u2026<\/h2>\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><a href=\"https:\/\/keepopt.com\/slippy\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"95\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2023\/02\/slippy-logo-300.png\" alt=\"Slippy logo\" class=\"wp-image-26816\"\/><\/a><\/figure>\n\n\n\n<p><a href=\"https:\/\/keepopt.com\/slippy\" target=\"_blank\" rel=\"noreferrer noopener\">Slippy<\/a> enables eCommerce brands to turn the unboxing moment into a personalized marketing channel. <\/p>\n\n\n\n<p>Marketing teams can design beautiful inserts on our platform that print automatically during pick and pack. <\/p>\n\n\n\n<p>Personalization flows match each customer with the relevant template and can drive retention, reviews, referrals &amp; much more.<\/p>\n\n\n\n<p><a href=\"https:\/\/keepopt.com\/slippy\" target=\"_blank\" rel=\"noreferrer noopener\">Claim your three month free trial now<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"46\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2023\/02\/Paperplanes_Logo-300.png\" alt=\"Paperplanes logo\" class=\"wp-image-26815\"\/><\/figure>\n\n\n\n<p>Attention Marketers! Tired of generic messages that fall flat? Stretching your digital spend with no success? <\/p>\n\n\n\n<p>Say hello to <a href=\"https:\/\/keepopt.com\/paperplanes\" target=\"_blank\" rel=\"noreferrer noopener\">Paperplanes<\/a> &#8211; the programmatic direct mail revolution! &#x1f680;&#x1f4eb;<\/p>\n\n\n\n<p>With advanced analytics and personalised triggers, we deliver targeted messages that get noticed. <\/p>\n\n\n\n<p>No more wasted resources, just cost-effective, sustainable marketing that hits the bullseye! &#x1f3af;&#x1f389;<\/p>\n\n\n\n<p>Join us and unleash the power of modern direct mail. <a href=\"https:\/\/keepopt.com\/paperplanes\" target=\"_blank\" rel=\"noreferrer noopener\">Contact us now and elevate your marketing game with Paperplanes!<\/a> &#x1f4aa;<\/p>\n\n\n\n<p>GOODBYE SNAIL MAIL, HELLO SMART MAIL!<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Full transcript to read &amp; download:<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.dropbox.com\/s\/xhl2nk8oc4q8ax5\/KO%20151%20Transcript.pdf?dl=0\" target=\"_blank\" rel=\"noreferrer noopener\">Click to access<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Since 1999, Dylan Jenkins has been helping mail-order and eCommerce businesses to recruit new customers through direct mail. Having worked with hundreds of brands to perfect their cold recruitment campaigns, Dylan is now Vice President of Sales at Epsilon Abacus, the premier data cooperative for catalogue and multi-channel retailers. Listen now for free: Reasons for [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":26880,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34,46],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Offline: New Customer Acquisition with Direct Mail with Dylan Jenkins (episode 151) - Keep Optimising Marketing Podcast<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/keepoptimising.com\/cold-direct-mail-data-selections-podcast\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Offline: New Customer Acquisition with Direct Mail with Dylan Jenkins (episode 151) - Keep Optimising Marketing Podcast\" \/>\n<meta property=\"og:description\" content=\"Since 1999, Dylan Jenkins has been helping mail-order and eCommerce businesses to recruit new customers through direct mail. 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