In a recent post, we examined a few of the most common ways our customers evaluate the effectiveness of their direct mail campaigns. These include measuring gross response rates, conversion rates, cost per lead, cost per acquisition and lifetime value. It only makes sense when formulating a campaign strategy meant to drive revenue that choosing a vendor who provides the greatest bang for your buck would be an important part of the equation.
Marketers are looking to their vendors to provide optimization strategies to combat rising postal costs and leverage new and evolving print technologies to drive efficiency and provide cost savings. They’re also looking for partners to devise cutting edge strategies for transforming their data into actionable sales intelligence. But part of determining the most effective direct marketing vendor should always be an evaluation of how that vendor plans to keep data secure.
At first glance, data security may not seem like an investment that provides the same clear and measurable returns as those mentioned above, but its importance couldn’t be greater. As marketers, we know the power of data. Unfortunately, criminals know it too. Recent data breaches in the headlines remind us that where there’s data, there’s always the possibility of a data breach. That’s why we feel it’s so important to make good security and compliance practices a focus of any vendor evaluation.
What is your direct marketing provider doing to keep your data secure?
It’s important to ask tough questions about your provider’s security safeguards and to make sure they measure up against both the security requirements of your company and any compliance standards you both may be subject to. While security best practices and adherence to compliance standards do not necessarily guarantee protection from a breach, knowing that your vendor takes the security of your data as seriously as you do (and is prepared to respond quickly and efficiently to an incident) should be one of the key factors driving your vendor selection in today’s data-driven marketing world. Be sure to ask these three questions:
- What data security standards are they in compliance with, and will they provide proof of compliance?
- How do they control who has physical and remote access to customer data?
- What processes are in place in the event of a security breach?
At IWCO Direct, we’re always thrilled to let you know just how we can drive your next direct marketing campaign to success and deliver strong ROI through direct mail. While you’re at it, ask us about our security practices, built upon internationally recognized standards and an in-depth focus on the areas of information security that concern the company and our customers. Check back with us in the coming months as we examine data security from the perspective of direct mail marketing.
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