10 Best Ways to Use Direct Mail
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Direct mail can be a very powerful marketing tool for your customers. How do you communicate that to them? Obviously, direct mail is not the be all and end all for marketing. However, it is an important channel to utilize in conjunction with other marketing channels. Direct mail can even give a lift in online engagement. Let’s look at how they should use direct mail to shine.
10 Best ways to use direct mail:
- Counter a competitive offer: Direct mail allows your customer to be covert with their offer so that the competition does not know what they are doing until it has mailed and is too late. It takes them longer to find out what your direct mail says and they won’t know when you are sending it.
- Generate Traffic: Whether they want to increase traffic online, for an event or to a location, direct mail is a great way to drive people there.
- Customer acquisition or referrals: With the ability to purchase very targeted lists, they can reach prospects to increase their customer base as well as provide a way for their message to be passed on to others.
- Generate sales leads: Send direct mail to prospects in order to get responses from qualified and interested leads.
- Building brand awareness: Since direct mail is a very trusted channel, they can really build their brand. The better recipients know the brand the more they buy.
- Customer loyalty: They can reach out to their customers to give them special offers and coupons.
- Announcements: Direct mail is a great way to get information out to people quickly and formally.
- Cross sell or upsell: Use direct mail to not only drive response to that offer but also mention other things they offer that customers may be interested in.
- Combining mailings with other companies: When they do a cooperative mailing with another company they not only save money but add value for their recipients with better offers or coupons.
- Augmenting other media efforts: Direct mail is a great way to drive engagement with other channels such as email, web, social media, mobile and so much more...
Direct mail is more effective than ever, with fewer distractions in the mailbox and more focus online. Don’t let the direct mail opportunity pass you by. 85% of marketers say direct mail delivers the best conversion and response rate of all their marketing channels. Help your customers understand the benefits and you both win!
Keep in mind that they need a good list, good design, and a good offer for successful direct mail. You can help them with all three. A strong partnership with your customers drives increased benefits for you both.
When used as part of a multi-channel campaign, direct mail can significantly enhance their response rates. Make sure that you work together with your customers to create great campaigns that are designed effectively for postage savings. Postage is the most expensive part of direct mail. Get creative and have fun! Are you ready to get started?
Summer Gould is Account Executive at Neyenesch Printers. Summer has spent her 31 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as the industry chair for San Diego Postal Customer Council. You can find her at Neyenesch’s website: neyenesch.com, email: summer@neyenesch.com, on LinkedIn, or on Twitter @sumgould.
