Marrying direct mail with digital marketing campaigns can better achieve your ideal results.
There’s so much mail and so little time to read it – so how do you stand out in a busy mailbox? Studies show that direct mail continues to deliver results, even in the face of growing digital options for marketing.
The hard numbers tell the story: a study by the Data & Marketing Association showed that response rates for direct mail are at about 9%, which far eclipses response rates for emails. On top of that, more than 42% of direct mail recipients read or at least scan the mail they receive.
Marrying direct mail with digital marketing campaigns can better achieve your ideal results. In fact, more than 60% of marketers say they use online tracking capabilities to better measure responses to their direct mail campaigns.
So how can you go the extra mile and really ensure that your next mail piece delivers your message? Here’s a few tips to keep in mind:
- Postcards are more popular than ever, and it’s easy to see why. A postcard is smaller, with less words – meaning it’s faster to read over quickly and understand the message you’re sending. A bright graphic and a call to action to visit your website or in-person location can help drive strong response rates.
- QR codes have made a comeback, especially as part of a multichannel effort. Including a QR code is a quick, easy way for you to immediately drive the eyes of customers to your website, or even to a special online offer exclusive for your specific campaign.
- Eco-friendly trends are easier than ever to take advantage of. Whether you use recycled paper for your mailers or just include a “recycle me!” message on your postcard, it’s easy to show that your company is having a positive impact on the environment.
- Variable-data printing makes it simple and easy to quickly personalize your mail pieces. You can create a one-to-one campaign with specific imagery and content relevant to each individual on your list – which in turn drives stronger response rates and better engagement with your brand.
- Go dimensional: To really make an impact, trade your envelope or postcard for a mailing tube or small box and include a logoed item that coordinates with your campaign. According to the Advertising Specialty Institute, 85% of consumers remember the advertiser who gave them a promotional product.
Smart marketers know that a great direct mail piece starts way before putting the stamp on an envelope. When you’re ready to plan out your next direct mail campaign, whether on its own or as part of a larger multichannel effort, contact Allegra to set up a consultation!
According to this DMA Report, direct mail campaigns have high response rates. They found for existing customer lists, the response rate is on average 9%, and for prospect lists it’s 5%. A well-planned direct mail campaign can help amplify your marketing strategy, break through the clutter from competitors, and drive customer action.
The effectiveness of every direct mail marketing campaign is directly related to the quality of the mailing list. To reach the right audience, you’ll need to make sure you create the list carefully. Here are some key considerations to keep in mind when you are in the process of building a mailing list for your next direct mail campaign:
- Analyze your existing data.
A great place to start building a mailing list is by reviewing the data you have from existing customers. If you are in need of additional data, there are many different strategies marketers use to collect customer and prospect names, emails, and physical addresses. Some of these strategies include; gathering data with trade show registrations, social media responses, contest entry forms, white paper downloads, product warranty cards, e-newsletters subscriptions, and other simple sign-up forms. Once you start building your list organically, you will be able to use that information to track your customer’s behavior and make better marketing decisions.
- Harness the power of mailing list segmentation.
As soon as you have the right number of contacts on your list, the next step will be to figure out which variables you can use to separate your contacts into smaller and meaningful groups. Highly targeted lists segment people based on things like geographic location, lifestyle characteristics or age group. Segmenting your house list will enable your message to be more relevant and meaningful.
- Personalize the message for each audience.
Today’s small and mid-sized business marketer can easily and affordably leverage the power of highly targeted data to reach a very specific audience. With variable data printing capabilities from your print marketing provider, you can personalize text and images by individuals or groups to improve response rates.
Are you ready to start planning your next direct mail campaign?
Your local Allegra can help you source and manage all the data you need to build a successful mailing list. Contact Allegra for all your business design, print, and mailing needs.
Direct mail is an effective way to stand out from the digital noise and reach your key audiences. One tactic to increase your direct mail response rate is to make your mail more appealing by giving it shape, compared to a typical flat mail that people receive every day.
According to a 2017 Data & Marketing Association report, a dimensional mailer can outperform a flat mailing by up to 300 percent, and at 5.49 percent, has the highest response rate of any direct response medium. Already a strong performer, your direct mail can benefit from an added lift with the inclusion of promotional products.
Here are three key considerations when integrating promotional products into your direct mail campaign:
- Keep it useful. Pick a product that is useful, making it more likely the recipient will hold on to it. A Global Impressions study from Advertising Specialty Institute (ASI) shows that eight out of 10 consumers rank usefulness as the most important attribute of an advertising specialty.
- Make it memorable. ASI reports that 85 percent of consumers remember the advertiser giving them a promotional product. Include your logo on the product and brief contact information, like a website or phone number.
- Save your budget. Promo products have a lower cost-per-impression (less than a cent) than TV advertising, national magazine advertising and newspaper ads, and are comparable to radio and internet advertising, says ASI.
The message is clear: For your next targeted direct mail campaign, say “not this time” to plain envelopes, and try a box or tube. They can be customized and printed with a key message or theme.
Looking for ways to lift your direct mail marketing and drive greater interest and response? Contact your local Allegra Marketing Print Mail for assistance.