Make sure you add contact information and, if applicable, your website address or physical address. Get right to the point and motivate them with a call to action that tells them what to do next. Once you’ve captured your customer’s attention, don’t waste it with negligible offers. This is especially valuable during peak buying seasons like holidays. With direct mail, you have the advantage of using colors, text, oversized envelopes and messaging that motivates recipients to take action. With email, you’re restricted to about nine words in the subject line to capture consumer attention. Step 4: Create an Attractive Design and Messaging Make those products available with a personalized direct mail offer that grabs and keeps their attention. Use your CRM data to determine what your customers have already purchased and what they’ll need next. Step 3: Use CRM Data to Customize Your Mailoutsĭesign an offer tailored to the needs and preferences of each customer. Your digital marketing team can append mailing lists, eliminate costly duplication and keep current with National Change of Address (NCOA) processing to optimize the ROI of each campaign. Step 2: Keep Your Mailing Lists Accurate and Up-to-DateĪccurate, up-to-date data is critical to your direct mail success. You can personalize offers that increase sales and brand loyalty by customizing each piece of mail to meet the needs of that specific customer without sacrificing your brand messaging or culture. Market segmentation helps you target specific groups by dividing your mailouts into demographics like age, sex, ethnicity, salary, marital status, location and occupation. 6 Steps to a Successful Direct Marketing Strategy Step 1: Establish Market Segmentation A brochure or postcard may sit on the kitchen counter for several weeks before a person finally decides to commit to a purchase. Direct Mail Has a Longer Lifespan.īecause direct mail has a physical element, people are less likely to throw it away as quickly as they delete an email. Direct mail gives households a chance to consider purchasing an item simply because they saw your message. Many key purchase decisions are discussed at home after someone has seen an ad from the mailbox. Unlike email, which goes to one person, physical mail goes to an entire household. Use this as an opportunity to grab their attention. Remember, people get hundreds of emails a day, but only a few pieces of physical mail. Therefore, you have an opportunity to make a strong first impression with a postcard or mailout that stands out from all the other mail. Once they open the box, you already have a captive audience. Combining email with direct mail can help you generate more qualified leads and obtain a higher response rate from key demographics you didn’t know existed. While direct mail and email marketing campaigns get similar response rates, a well-executed direct mail campaign can generate purchases up to five times larger than email campaigns. Direct Mail Can Be More Effective Than Email You can reach demographics that are not available online, as well as strengthen the relationship you have with your current target audience. Why You Should Consider Direct Mail Marketingĭirect mail allows you to target specific audiences that may be harder to connect with online. The human touch is what builds trust and a connection with your brand.įor this reason, you should consider adding direct mail to your marketing strategy. Regardless of the convenience of digital platforms, people will always favor having something physical placed in their hands. While we live in a digital world full of social media, promotional videos and countless advertisements, consumers still prefer some form of human engagement with companies.
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