When we think about the benefits of direct mail, we
think of tangibility, message retention, and breaking through the clutter. But
when GrayHair Software thinks about direct mail, it thinks about timing.
In a recent e-book, GrayHair, which provides software
for postal tracking and multichannel marketing services, described multiple
benefits of direct mail in a multichannel marketing strategy based on the
timing benefits direct mail provides. Let’s look at three of them.
1) Gain control and
greater visibility.
Direct mail tracking allows you to determine the precise
time that your mailer arrives at the target destination. This can provide you
with critical insights.
Let’s say you mail out a postcard intended to drive traffic
for your weekend sale. Most of the customers arrive on Saturday, which is day
two of the sale. Did they arrive on Saturday because the extra hot weather on
Friday kept them away from the stores or because your mailer simply did not
arrive on time? Mail tracking helps you figure it out.
2) Boost response
with timed email delivery.
If you know what date the direct mail offer hits, you
can time an email follow-up for the next day or the following day to reinforce
the message and spur recipients to action.
3) Determine the
best channel for delivery.
Using A/B testing across both print and digital
channels, you can test the effectiveness of marketing channels the same way you
test offers, messaging, and other marketing components. Don’t assume you know
which channel your customers will best respond to. Test it!
With mail tracking, you can think about direct mail in a
whole new — and testable — way. Want to see how postal tracking and tighter channel
integration can benefit your marketing campaigns? Let us help!
Please give us a call at 440-946-0606
Or visit our website here for more information.
Please give us a call at 440-946-0606
Or visit our website here for more information.
