7 Ways Direct Mail Marketing Can Help Change the Conversation
Tips on How to Effectively Use a Direct Mail Marketing Campaign
Traditional mail may not be the flashiest method of communication in today’s digital world, but there is something to be said about that daily trip to the mailbox. Maybe it’s a postcard from a long lost friend, a magazine you’ve been waiting for, or a letter that was actually handwritten and addressed to you and you alone. Okay, maybe getting a handwritten letter is a bit of a stretch, but I’m sure there are a few people out there that still do that sort of thing.
In any event, traditional mail is still relevant, and in regards to the topic of this blog, so is the use of direct mail advertising. But just like any form of marketing, it’s important to make sure it’s the right vehicle to deliver your message, and as always, it starts with understanding your audience.
Here are 7 ways that smart direct mail marketing can work for your brand.
1. Generate Walk-Ins
Maybe your business just opened its doors? A direct mail marketing campaign to the surrounding community will help generate walk-in traffic. Especially if you are in an underserved area, a new business can impact your town in profound ways. Let them know you are there, what you do and how you can enhance their lives with what you provide.
2. Customer Data
With the use of collected customer data, you can target specific communities, neighborhoods, and even individual clients. The key is to find the right list that will get your message in front of those who need to hear it most, whether it’s organic through inbound efforts, or purchased through a provider.
This type of direct mail marketing idea is a great way to showcase your knowledge and grab attention. If you own a landscaping company for example, you can send tips on what is in season and how to best maintain what you have. This not only establishes you as an expert, but also a trusted resource that can be used when the need arises. Be sure your contact information is always present and easy to find.
4. Target Weak Spots
Knowing where your customers aren’t coming from is just as helpful as knowing where they are. With direct mail marketing, you can target the areas where you could use improvement. Look at the neighborhoods and streets in your town that are under-served and let them know you have something they may need.
5. Show Thoughtful Appreciation
Sometimes, it’s as simple as sending a thank you note, letting your customer know that you appreciate their business. And while you’re there, take the time to mention additional services that they might not be aware of. This may sound like a no-brainer, but few take the time to re-connect with their customers after the sale – and the truth is, it couldn’t be more important, or effective when it comes to building an emotional connection with your audience.
Have you made improvements? Added a new partner or service? Let people know by sending out a card. Encourage people to come in for a free service or consultation, or just to have a look around. Sometimes, all people really need is an invitation, so make sure to let them know they are invited.
7. Give Them a Reason to Connect
Personalized URLs, or pURLs provide a unique opportunity for you to engage your audience, promote a specific service or product and collect valuable information along the way. It starts with a direct mail piece that includes a specific URL with their name included. For example: www.company.com/BobSmith.
This leads Bob to his own personal landing page, filled with content just for Bob. It may be a special offer, invitation or useful information that you are providing just for him. The goal is to provide an incentive for him take action, whether it be to fill out a form, provide some contact information, or sign up for whatever it is you are offering. With the use of variable data, the process couldn’t be easier, and you end up with a strong lead that can be followed up with the closing the sale.
Personalized URLs are powerful tools when used properly, and can show an increased return on your efforts when executed well. It’s a little more complex than your typical direct mail, but not as complicated as you might think. Give us a call if you’d like to learn more about pURLs, and we can fill you in on the details.
Regardless of which direct mail method or execution you choose, be sure to keep it simple. Make it memorable and always relevant to who it is you are trying to reach. When you are able to connect with the right people, at the right time, with the right message, you can effectively motivate action, and in turn change the conversation from what already exists.