If you want to be a smart marketer, go back to the basics. That means adding a little direct mail to your strategy in 2019. To offset the oversaturation of myriad electronic channels, more marketers are looking for new ways to use direct mail. Here are seven ways the experts at Quantum suggest you try:
1 | MAKE IT MULTICHANNEL
Direct mail works well when it ties to other triggers, such as an email alerting recipients to watch their physical mailbox, and then another email after the direct mail piece drops, all with alignment in the call to action to drive people to the same place.
2 | BE ON TARGET
Segment your audience to make sure your message is on target, and use personalization, but make sure you get it right. People expect personalization today, so if your data is bad, you can actually do more harm than good.
3 | REMEMBER THE CUSTOMER
Your creative should be about the customer, not the company. Customers want the focus of communications to be on them and not what you’re selling.
4 | TRY DIFFERENT FORMATS
Test different package sizes, colors and textures. Try mixing up your copy.
5 | KNOW YOUR VERTICAL
Different markets respond to different types of creative approaches, so make sure you know your audience.
6 | MAKE IT MEASURABLE
Have a way to track response. For example, use a URL, QR code, dedicated 800 number or some other type of personalization.
7 | GET THE DATE RIGHT
Make sure your data is on target and that you target the right audience. Your list is the key. Also, conduct a digital test before you roll out your initiative.
Want to learn more about how Quantum can help you make the most out of your direct mail efforts? Download a valuable infographic with tons of great stats and tips on how to make direct mail a successful part of your marketing strategy.