People often say the internet and social media have made direct mail obsolete. I couldn’t disagree more.
A direct mail campaign that’s well designed, strategic and applied consistently will deliver results.
A successful and effective marketing campaign is not possible without direct mail and online marketing working together. It’s not just more media it’s integrated media.
A direct mail campaign can drive traffic to your website or even a landing page, but if you’re only using online marketing you might only have a prospect’s attention for a split second before they click on a competitor’s ad. Today it’s important to engage your customer or prospects using different platforms, give them choices in how to connect or respond.
Integrate your offline and online marketing. Focus on the individual. Create a landing page to ensure customers or prospects see exactly what you want them to see. Use a personalized URL (PURL) link or a QR code to direct them to your landing page or website. Now use the landing page to guide a prospect through the sales cycle. Don’t let them wander. After you’ve successfully driven a prospect to a landing page or even your website, you must follow up with them. Ask for and collect the email addresses-it’s an easy and affordable way to stay in front of your customers and prospects alike.
Target your ideal customer-model a mailing list after your current best customers. By doing so, you can put your ad or offer in front of prequalified leads. A well designed mail piece stands a better chance of getting its headline read by a target audience even if it finds its way to the trash. A regular, consistent and frequent mail plan is likely to lead to increased awareness.
Online shopping is clearly on the rise, but it’s the combination of online and offline that drives the customer journey. Today 73% of adults have taken some kind of action as a result of a mail piece they received. More importantly 27% have bought or ordered something.
Reposition your marketing for success through integration, and include direct mail, doing so is sure to boost your results.
Article Written by: Fred J. Schulze, VP Sales & Customer Care at AM Solutions