In today’s rapidly expanding technological age, social media and its influence is growing. From sharing Facebook updates to posting photos on Instagram to communicating with friends and followers on Twitter, social media is everywhere and isn’t going away anytime soon.
Despite the growing influence of social media, getting someone’s attention through a direct mail campaign is still effective. Up to 54% of customers say they prefer direct mail marketing and almost 80% of customers say they open direct mail immediately. What’s more, 48% of customers retain their direct mail for future reference.
Direct mail is all about getting someone to trust in a product or service. Up to 56% of customers think direct mail marketing is the most trustworthy form of marketing and 90% of millennials have indicated that direct mail advertising is reliable. With that in mind, here are several things that direct mail marketing companies can do to improve a direct mail campaign.
- Personalize it: In a direct mail campaign you’re trying to get someone’s attention, but adding a personal touch can make it even more effective. Maintaining a customer database will allow you to keep track of what a person is buying so that any direct mail they get is relevant to them. Relevant messages will resonate and trigger a purchase. If direct mail marketing companies can establish brand loyalty, that will keep a customer coming back.
- Maintain a database: Without a strong foundation, a direct mail campaign will flounder quickly. An accurate and up-to-date database can help direct mail marketing companies track previous purchases and will let them know what a person buys and how often they might buy a particular product. Knowing how a person shops allows for more opportunities to up-sell.
- Always test: Since the consumer market is always changing, not evolving with it is a mistake that some direct mail marketing companies make. A previous direct mail campaign might not make the same impact as the current one they might be working on. Up to 40% of customers have made a purchase in the last three months that was motivated by direct mail marketing, so nailing a direct mail campaign and learning what makes it effective can pay big dividends.
- Branch out: A direct mail campaign receives an average of 37 times more responses than email marketing. That being said, it’s important to use more than one medium in a marketing campaign. As of 2018, 51% of marketing and advertising budgets are being spent on mobile ads. The top three response-rate tracking methods are: online tracking such as personalized URLs (PURLs), telephone and codes or coupons. Since direct mail marketing companies are ultimately trying to get a consumer to buy their product or service, using different mediums to get their attention can produce the results they’re looking for.
Printing services can help a direct mail marketing campaign in all of the steps listed above and can help companies create eye-catching, personalized material. They can also help them gauge the market to see how effective their campaign is and customer response to eye-catching, personalized mail can ultimately help them build a strong customer database.
Likewise, direct mail processing companies can also help your campaign. Managing the whole thing can be a tedious process and direct mail processing companies are constantly adapting to the changes in the industry. Direct mail processing companies can offer services like letter mailing, marketing campaigns and invoice and statement mailing and can help them meet whatever deadlines they have.
With both printing services and direct mail processing at their disposal, direct mail marketing companies will have all the tools they needs to be successful.
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