“Don’t say Aretha is making a comeback, because I’ve never been away.”
The same can be said for Direct Mail.
Not so long ago, direct mail was OUT and Email marketing was IN. We’ve now come to realize that they work better together. Building a mixed media campaign allows you the option of selecting communications based upon the situation. The tangibility of direct mail helps to humanize your message, and is all the more memorable if personalized. If the communication is of an official or formal nature, direct mail is the most credible source.
Email marketing connects you with the digital consumer. It is quick, enabling real-time customer service or communication. The ideal use for digital marketing is informative and informal.
Most customers have a distinct preference for how you reach them. Engaging your audience accordingly can improve response rates:
Direct Mail
Brochures and catalogs
Bills or statements
Loyalty rewards
Reminders
University welcome packs
Issues or complaints
Information from new sources
Additional products and services
Confirmation or follow-up
News and updates
Courtesy of Proactive Marketing, February 2017
To keep direct mail fresh, include coupons, QR codes, and personalized URLs linked to online deals. Direct mail recipients prefer to respond online, and this allows you to link printed material to the Web. More good news – direct mail use is on the rise for customer acquisition and retention.*
*In 2015, 54% of Target Marketing respondents were using direct mail for their customer acquisition efforts. In 2016, this rose to 58%. At the same time, customer retention direct mail rose from 51% to 55%.
