3 Creative Ways to Incorporate Direct Mail into Your Next Campaign
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According to this clickz.com article, omnichannel campaigns have higher engagement and purchase rates than single-channel campaigns. Marketers know how important it is to choose the right channels to reach their customers, but this task isn't always easy.
Since we live in a world where consumers are inundated with thousands of marketing messages daily, capturing your audience's attention has become more challenging than ever. If you are looking for multiple ways to engage your customers, you'll need to consider online and offline strategies.
Every marketer knows the most successful campaigns require multiple touchpoints, and this is why traditional direct mail marketing continues to be a popular offline choice. While direct mail as a single promotional channel is rarely used, it is one of the most effective and affordable marketing strategies for a cross-channel campaign.
Here are three creative ways to incorporate direct mail into your next campaign:
1. Coordinate direct mailings with email campaigns:
Thanks to today's advancements in variable data printing (VDP), direct mail campaigns can be highly personalized. We are not just talking about personalizing who they are directed to, but also what type of message, images, and offers you want to use. This technology is so sophisticated; you can even use your customer's purchase history or any other data you have to customize a message that resonates with their specific interests. For Example, if you were to send out an email to determine what kind of products or services a specific client is interested in, you could use the data you obtain from this email to send personalized offers to these clients based on those choices. The possibilities are unlimited.
2. Use direct mail to invite prospects to your website:
A well-thought-out mailing piece can drive prospects to your website and turn them into high-value leads. These campaigns are ideal for people who want to target an audience in a specific geographic area. The best way to tie it to your website is by using personalized URLs and landing pages, and this will also help you track the effectiveness of your direct mail campaign. Make sure you include a compelling offer and call to action in the mailer, prompting people to visit you online.
3. Use direct mail to promote new products and services:
If you are ready to launch a new product or service, it's likely you already have planned to add this to your website, creating signs and even graphics to promote it on social media, but what about direct mail? Depending on the type of product you are offering, sending out a small sample in the mail can go a long way, and if you are launching a new service offering a free trial period could be the way to grab their attention. If these are not viable options, you could always offer a special discount in the form of a coupon for new buyers.
Consumers are more likely to remember your brand if your messaging is consistent across every platform. You should plan your multichannel campaigns strategically; this way, your message will be consistent even if the format varies depending on the channel.
If you are looking to integrate direct mail with your existing campaigns, the experts at KKP can help. Contact us today!
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