Explore The “Why” of Direct Marketing Instead of “How” To Do Direct Marketing
Technology is changing and getting better all the time. We all know this. We have easier, faster, less expensive options and channels to get our marketing message across. But perhaps we should explore the “Why” and the “What” of using direct mail.
It is important to understand your purpose for each campaign. The key objective for most direct mail marketing is to elicit a response from the recipient. This can be in the form of a purchase or action. You need to be clear, and make clear on your mailpiece, the purpose of your marketing campaign.
Here are seven key drivers to get your brain going in developing the “Why” of your next marketing campaign.
- Customer Acquisition. This is basic Prospecting 101. Direct mail is still a great option because it gets directly into your prospects mailbox. According to DMM, 98% of us still check our mailbox every day. Sure, you could purchase a list of email addresses for these prospects, but your impact may be slim. Think of how many unsolicited emails you receive (and quickly delete) every day. Now think of your mailbox and how many pieces of direct mail you receive. Not only that, but many people keep these mailpieces longer and refer back to them. I know I do.
- Building Email List. For many businesses, their overall client list is far greater than their email list. If you need to grow your email list, direct mail can be a fantastic tool. Consider a personalized mailpiece with a nice incentive for signing up. Once you begin an email campaign to your new list, make sure you track response and keep your list clean. Include an Opt Out within the email itself. If a prospect has not agreed to your marketing emails, you should remove him or her from your list.
- Communication Preference. A study by Epsilon shows that people still prefer direct mail over email in almost every category including financial services, insurance and travel. Ask your customers how they like to be reached and respond accordingly. Tracking customer response rates of direct mail vs. email will also help guide you in communication channel. Don’t risk alienating customers.
- Multichannel Marketing. Aside from communication preference, why limit yourself to one channel of marketing? Combine a direct mail campaign with a follow up email campaign including the same marketing objective/message. Perhaps include a pURL on your mailpiece and a personalized link in your email. Use QR codes to drive respondents to your website for a special offer. While they are there, ask for their email address. Boom! Now you’ve accomplished driver #2 as well!
- Migration. Test, test, test and measure, measure, measure. This is all about knowing what works within a campaign. You want to make sure that not only is your message correct and relevant to a particular customer/prospect, but that it gets to them and is read. If they aren’t responding to a mailpiece, are they responding to an email? Tweak your lists as necessary.
- Lifespan. Back to the issue of deleting unsolicited emails without even a glance! How quick are you to hit that delete button? But a properly crafted message, to the correct target and slated to be in mailboxes within a given date range, is most likely to make it into the home from the mailbox, allowing more potential to become actionable. 5 second email or 5 day direct mail?
- Differentiator. You have so many options available for direct mail. Think size, shape, feel. Think 3D and create a clever box or other shaped container. Most people can’t resist seeing what’s inside a box. The possibilities are really endless. The USPS will deliver most anything, anywhere for just a matter of postage. Make your mailpiece – and therefore your message – stand out in the mailbox.
In short, take the time to determine why you are planning a marketing campaign. Make sure your message is relevant to and receivable by the correct person. Whether you choose mail or email, really grab their attention with something that sets you apart from all the other advertisers.