While direct mail has declined in volume over the last decade, more marketers are adding it to their marketing mix. Why? Because it works.
Direct mail is a successful element because companies are getting better at using their data to produce targeted marketing campaigns. In addition, they’re more likely to combine multiple channels to better engage their audience. Think email, social, web, and mobile. As the Data & Marketing Association points out, “It’s direct mail that anchors the campaign and drives the support tactics that can boost the overall effectiveness of an omnichannel effort.”
Go from Personalized to Personal
Good data doesn’t automatically mean your campaigns will be effective. Dropping in a person’s name might feel “personal”, but it’s simply personalized. On its own, it won’t engage your audience. You need to tailor multiple elements in any campaign to make your message relevant – and therefore personal. In addition to working in information like a recipient’s name, tailor the imagery and the messaging itself.
For example, people on different coasts with different buying behaviors should get very different campaign touches, including (and especially) in their direct mail pieces. If you know recipients’ age groups, target the message for their particular generation. What media do they prefer? What newspapers or magazines do they read? The more data you have collected, the more targeted your campaign will be.
Integrate Direct Mail with Digital Media
Data from InfoTrends indicates that print-only campaigns achieve above-average response rates of 7.4% and action rates of 7.1%, while campaigns combining print, email, social and mobile channels do even better: achieving 9.5% response rates and 8.6% action rates.
If different team members handle different channels, it’s vital that they work together on an integrated campaign. Coordination of content, messaging, imagery, and brand standards is key. In an ideal scenario, disparate teams that are segregated by channels would work together as one when developing a marketing strategy. Integration will improve your campaign’s chances of success.
Concerned about the ability to measure a direct mail campaign’s effectiveness? Don’t be. There are multiple ways to track the response rate of your direct mail.
One example is to use personalized URLs (PURLs), allowing you to collect data on the traffic each URL gets. PURLs are also a smart way to gather additional information from your audience. Maybe the link printed on your mail piece launches a feedback survey and offers an incentive for those who complete it. You could try incorporating a QR code in your direct mail piece. These 2-dimensional “Quick Response” codes capture a ton of information. Plus, they’re reprogrammable.
Launching an omnichannel campaign? This is one that gathers, analyzes and uses customer data to deliver a seamless customer experience across multiple channels. If so, there are automation technologies that help you generate and synchronize your messaging. Such a campaign takes every platform and device into account, meaning you “reach out and touch” your audience regardless of how they interact with you. These technologies have built-in tracking capabilities.
All of these examples make tracking and measuring results a reality. And you’ll be able to see which channel and which platform work the best.
At the end of the day, a successful marketing campaign is one that includes targeted direct mail.
Contact us today to get started on your next direct mail piece!