Even in an increasingly digital world, direct mail continues to be an effective part of any integrated marketing campaign. Unlike digital tactics, direct mail gets your audience away from their screens and constant online distractions, and creates a momentary captive audience. Used in combination with a strong online and email presence, this moment of direct connection can be the trigger that a potential customer needs to take action.
According to Winterberry Group, among all media categories in 2015, direct mail spending will be second only to television.
But how do you make sure that your direct mail is getting your audience’s attention? We’ve got five direct mail marketing musts to help you make the most of your direct mail investment.
5 Direct Mail Marketing Musts
As you start to put together your integrated campaigns for the remainder of the year and beyond, here are five things to keep in mind to effectively use direct mail:
With advances in printing technology making it easier and more cost effective than ever to version your direct mail, personalization can be taken to a whole new level, and that’s exactly what you’ll need to capture your audience’s attention. Name personalization is a quick start, but you can also move into other variable content to make your direct mail stand out from the rest.
Winning your audience’s attention in a mailbox of promotional mail means finding out what will keep your piece out of the recycle bin, and there’s no better way to find out than to test, test, test. Try different packages, offers, imagery and messaging. We’ve covered the scientific method for marketing, where there’s always something to learn.
Ad guru Lester Wunderman once said that marketers can always figure out what to sell, how to sell, and whom to sell to. What they often can’t figure out is when to sell. Direct mail plays a very specific role in your integrated campaign, so it’s critical to use it when it’s most likely to have an impact. Marketing Automation tools can time your direct mail to behavioral triggers to be in front of your potential customers when they are ready to act.
Today’s consumers expect an integrated direct mail/mobile experience, and there are a number of tools at your disposal to give it to them, including SnapTags, augmented reality, and QR codes. It has never been more important to integrate mobile technology with print and other media types to activate, cultivate and engage customers. Check back for updates on how we’re bridging print and digital in upcoming blogs!
- Measure and Report
As it relates to response rates, direct mail has stood the test of time more than most tactics, but that doesn’t mean you can set it and forget it. It is critical to continually measure the performance of your direct mail at both a tactic and campaign level.
We are, of course, big proponents of print – especially when combined with a strong digital presence. Direct marketing is sometimes thought of as a marketing dinosaur, but unlike the mighty T Rex, direct mail is NOT dead. (Besides, the excitement around the new Jurassic Park movie only proves that dinosaurs are making a comeback!)
We’d love to help your campaigns find new life by including strategically timed and designed direct mail. Engage with us!