For a long time, email marketing has been viewed as the inexpensive, expedient way to get the attention of potential customers. While many companies have continued using direct mail marketing as a part of their marketing mix, for many years its use was on the decline. However, there’s an old saying, “everything old is new again,” and that seems to be the case with direct mail marketing. The seemingly old fashioned method is enjoying quite a comeback these days, and it has everything to do with email overload.
Many professionals claim that it is becoming increasingly difficult to empty their inboxes; as a result, the block and delete buttons are becoming the automatic reaction to email inundation. Much to marketers’ chagrin, that often means that their mail lands in the trash bin before it is read, or worse, it goes directly to junk. According to a study by Demand Gen, B2B marketers are responding by planning to incorporate more direct mail into their marketing efforts this year. Currently, 15% of study respondents are using direct mail, the study says, and that number is projected to grow. The report showed that 21% of marketers say it’s their most effective conversion tactic, tying it with social media. Similarly, the Target Marketing 2016 Usage Study shows that 25% of respondents plan to increase their direct mail marketing budget.
As you make your plan to use direct mail marketing in your 2017 campaign, here are some tips to help you make the most of your efforts:
- Tailor the direct mail piece to the prospect’s interests and needs in both graphics and content – be relevant and resonant! Make the message targeted specifically to them.
- Develop a packet of direct mail pieces that can be mixed and matched to suit the needs of different prospect pools. You can approach your prospects with much more flexibility.
- Include your web and all social media addresses in your message with a strong call to action. Make it easy for the prospect to move to the next step in the sales process on the device of their choice. And, you will be able to capture their activity, which will guide your subsequent appeals.
- Remember, direct mail works well as a tool for warm prospects. Use direct mail later in the sales process in addition to the initial prospect acquisition. Digital methods can drive leads, while a follow-up with direct mail can help maintain them.
- Research how prospects have engaged with your business online when using direct mail later in the sales process. For example, what content they’ve viewed or downloaded from your website and how they interact with you on social media. Then fit the direct mail piece to that research and where they are in your pipeline.
Whether your market is B2B or B2C, it is important to include direct mail as part of an integrated marketing campaign that includes email, social media, and online marketing.