Direct mail is still one of the best ways to market your product or service…even in an online world.
The response rates, targeting and scientific marketing have dramatically improved in the last few years.
Here are three must-known reasons direct mail is growing in use by marketers:
Reason #1: Transactional data modeling
One of the key reasons is better data than in the past.
It’s spiked response rates.
It’s expanded prospect universes.
It’s generated new leads and sales more profitably and quickly than online campaigns.
Transactional data modeling is one of the most targeted and effective ways to reach your ideal audience—the prospects who will convert to loyal customers, and purchase from you again and again.
Transactional data modeling uses transactional data to build the “perfect prospect”—the person who is the most likely to purchase from you.
We use advanced data modeling strategies to profile prospects based on their purchase history, their income, spending habits, their subscriptions, charitable giving and how much they spend on different items. Over 100,000 variables help us identify your audience, NSA-style – something never done before.
One client who gave up on direct mail 10 years ago is now using it as their #1 lead generator.
Another expanded their prospect universe by 40%.
Reason #2: Multichannel marketing to the same names
When you use direct mail as a part of an integrated, multichannel campaign sent to the same names, you’ll see incredible response from direct mail prospects.
Prospects who receive your direct mail packages will also receive emails showing the direct mail piece in their inboxes, and see your offer in their Facebook newsfeeds, in the videos they watch on YouTube (pre-rolls), on Google and anywhere else they may visit on the internet. The message and wording remain consistent across every channel, and they link to a single landing page.
Take a look at the email below, sent to direct mail recipients of a magalog I created for Independent Living:
The same prospects would have also seen this retargeting banner ad, reminding them of the powerful offer they read about in their direct mail piece and email series:
An integrated campaign gets a much higher response rate because it retargets prospects over and over…and gives them multiple opportunities to respond to your offer.
My client Independent Living just completed an integrated campaign. Its membership jumped 30% in just six months.
Reason #3: Using the right direct response copy, art, offer and format
It’s critical that you use the principles of direct response marketing in all of your direct mail pieces.
This includes direct response copy with “you” orientation that clearly highlights the benefits of your offer.
Using the correct format is also key to getting a high response. If your offer is more complex to explain, consider using a magalog or newsalog format for your direct mail piece.
Learn more about direct mail breakthrough in the 3-minute video below, called “Direct Mail Breakthrough in an Online World.” (if video doesn’t load, try refreshing the page).
Interested in direct mail? I have over four decades of experience and have sent one billion+ pieces. Give me a call to talk about your direct mail campaign at (310) 212-5727, or email Caleb at firstname.lastname@example.org.
Here are the rest of this week’s articles:
- How Companies Can Raise Capital by Going Directly to Investors with Integrated, Multichannel Marketing
- Copy Tip: Creating Impact With Your First Paragraph
- Testing Corner: Surprising Results Show the Power of Testing