Direct
mail has been the foundation of great marketing programs since the days of the
Pony Express. From cheerful birthday cards to heart-tugging nonprofit appeals,
there is something about a printed piece that’s special. Now there is something
that makes it even better. We call it Enhanced Direct Mail.
Digital
marketing channels like email, social media, telemarketing, and online ads all
compete for your customers’ attention. What if you could combine the power of direct
mail with the cost effectiveness of digital channels so that instead of competing
with one another, they work together?
You
can. With Enhanced Direct Mail, we can match your target audience in your
mailing and email lists to their social media and IP addresses (matching at a
rate of about 70%). We integrate them into a single program so that your direct
mail piece can be automatically followed up with a reminder email, a phone call,
or online ad. One mail piece triggers multiple touches, each reinforcing your
message and working to dramatically increase your response rate.
- Direct
mail
- Email
- Online
advertising
- Social
media advertising
- Telemarketing
But
wait—it gets better. Every piece of mail that leaves our shop is also tracked. We
know where it is going, when it hits, and soon will even know the time of day
it hits. This allows you to combine your channels in the right order at exactly
the right time.
What
does this look like in action? Say you are a charity benefiting underprivileged
children. The donor comes home, opens his or her mail, and sees your
end-of-year fundraising appeal. Later that night, they check Facebook and see
an online ad with the same message. This triggers them to go back to the mail
piece. Or, since they’ve already seen the appeal, they might decide to make a
donation right then and there. You could
also follow up with an email or phone call.
Regardless
of the channel (or channels) you use, the important thing is that one piece of
mail generates multiple, integrated touches. The more marketing touches a
prospect receives, the more likely they are turn to into a customer. It’s no
wonder that Enhanced Direct Mail clients are seeing returns of 20%, 30%, and
even 40%.
This
works for reward programs, too. Let’s say you have both postal and email
addresses, so you set up a program with direct mail to be followed by reminder
emails. The day after the loyalty member receives the mailer with their updated
loyalty information, they might get an email that says, “Did you get our postcard?
Don’t forget to redeem your points!” Or you can set it up the other way around.
Send the email before the postcard hits. “Your rewards points are on their way!
Don’t miss them!”
No matter how you use Enhanced
Direct Mail, you can’t beat the ROI. Like any great team, marketing channels
work better together. So check it out — one program, multiple channels, and
integrated touches. It’s only pennies on the dollar, and you cannot beat the
results. Please give us a call at 440-946-0606
Or visit our website here for more information.
Share on LinkedIn
