The direct mail marketing channel can help you reach out to your customers and prospects in more targeted ways. By segmenting your messages, creating variable data design and a personalized response experience for recipients, direct mail becomes a powerful way to drive response. Having that tangible piece to set aside and go back to or show friends is one of the best things about direct mail. Here are 5 ways that direct mail can help you:
- Connect Online: Your direct mail campaign should link to your online campaigns with QR Codes, NFC (Near Field Communication), AR (Augmented Reality), mobile text codes and PURLs. Integrated campaigns have the best ROI. Make sure your landing pages are formatted with responsive design so that they are functional for both mobile and PC viewing depending on what device they use to connect with you.
- Reconnect: Lapsed customers can be a goldmine. Direct mail is a great way to reach out to them. Send out a discount offer for products or services based on their history, include an expiration date to encourage a quick buy. Use as many contact options as you have for easy response such as phone number, web address, QR codes, text code for mobile purchasing and store location information if they wish to do so in person.
- Bad Email Address: Contact customers when their email address is no longer working. You know their history, use that to tailor your offer to them. You will be surprised at the response you get.
- Follow up: Direct Mail is a good way to continue to build relationships with your customers after an email campaign. You can use follow-up or reminder postcards to keep you at the forefront of their thoughts.
- Build Trust: Direct mail is considered to be the most trusted form of communication. Build trust with your customers as you drive them to online offers.
It has been proven that the more ways you touch someone with your marketing offer, the more likely they are to respond to it. Diversifying your options will help you get in front of people where they are and increase your response. Make sure that as you create multiple marketing messages you are designing them with the channel in mind. Phrasing, colors and calls to action should be specific for each channel.
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