In the age of paperless digital communications, why bother with old-fashioned direct mail marketing? Well, even digital giant Google uses direct mail in some ad campaigns! The tech leader's strategy acknowledges direct mail's advantages even in a digital world: Direct mail can drive traffic to a website as well as a brick-and-mortar location; direct mail still leads other channels in response rate and cost per lead; and, as other marketers go all-digital, direct mail actually stands out in mailboxes and makes a guaranteed connection that cluttered, filtered e-mail inboxes and online ad spaces cannot claim. Still, direct mail ROI is no slam dunk. For ways to optimize online and offline conversion for direct mail, take a look at a recent DirectMarketingIQ article by Katherine Halek, print strategy adviser with the Texas-based printer Signazon. Here are a few key points: First, and foremost to our mind, use a highly targeted mailing list to reach the customers most likely to respond. Next, have your creative stand out in the mailbox with an eye-catching accessible format (such as a postcard), a larger-size piece, or an unusual design (such as dimensional or shaped mail). Always include a QR code so smartphone users (over 64% of Americans) can scan and go direct to a landing page. But also print a simple, memorable URL for those who don't use QR codes. If possible, time mailings to coincide with real events, such as a sale or show, for extra response impact; the mailer can include a discount coupon or gift offer, for example. A single mailing won't create brand awareness, so make cumulative efforts by mailing more than once and combining mail with followups via other channels. Finally, use mail's unique in-home physicality to make a personal connection, turning database information into personalized salutations, content and offers. For more tips, go to http://www.directmarketingiq.com/article/tips-higher-conversion-direct-mailing/1
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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