Just when you thought direct mail was a thing of the past, more and more people are starting to use it as means to reach their target customers. With the advent of emails and other digital marketing tools, most companies stopped sending direct mail as it was thought to be quite expensive. But that did not deter ambitious companies from using direct mail, as they found out, if used intelligently, it can generate numerous leads in no time at all. But how would one integrate direct mail into marketing automation tool? We will tell you how.
Choose your key audiences
Believe me; previously it was a hectic task to choose the right personnel to direct mail. But marketing automation allows companies the luxury of quickly identifying their desired leads and following up with highly personalized direct mail. In addition, you can configure the list yourself. For example – you are looking to send personalized mail to college students. So, you decided to put a specific piece of content online geared towards college students. Once they download that content, your marketing automation tool identifies customers and notifies you to send direct mail with their name and address on it. It is simple and, at the same time, highly effective.
Customers who receive offers with their name and address on it, and which is tailored to their needs, are more likely to respond in a positive manner. Direct mail providers have devised ways to link your direct mail to your marketing automation tools through advanced APIs. It will process your “potential” customer information and will allow you to come up with personalized offers. For example, the fully integrated marketing automation tool allows companies to send coupons to customers few days before their birthdays. In that way, they will be “soft pressed” for a positive action.
Add a flow step for direct mail
Your marketing automation tool might allow you to use several marketing channels at once to promote your product or services. But instead of using direct mail in each of those cases, you should consider adding a flow step in your marketing automation that incorporates direct mail. For example – you might want to make sure you client has seen your offers by following up with direct mail after phone calls from your sales team. In that way, customers will feel more valued.
Mobile integration is at an all-time high globally, making it an indispensable marketing tool for businesses. For entrepreneurs, mobile devices have offered a new platform for making collaborations and communication, marketing and operational purposes. On the other hand, the clients have been given a greater role in selecting who, when, and how to communicate with other businesses. The nature of mobile devices has enabled marketers and entrepreneurs to reach their clients wherever they are and has allowed the business premise to be just an impulse away from the client, therefore providing the right mix for both parties.
Below we look at the value of incorporating mobile into your marketing strategy.
Shoppers rely on mobile-based searches
Currently, more than 40% clients use mobile searches and reviews to make buying decisions. Most of the potential clients visit at least three mobile websites before making the final choices of which supplier to buy goods or services from. For this reasons, you should aim at creating a mobile-friendly website for your brand, and go a step further by encouraging the clients to leave positive reviews about their experience with your brand.
Mobile-friendly emails are a great tool
While texting is faster, easier, and convenient, it’s safe to say that emails are a great method for reaching a more specified audience. An effective and responsive mobile based email allows the marketer to customize the message, for example, email segmentation, which not only creates a personal touch to the content but also adds tons of value to your marketing campaigns.
Apps are becoming incredibly popular
Just like mobile games, apps are becoming more addictive. You can capitalize on the apps by creating an informative and exciting app that can create a superb way of creating and connecting with your loyal customers. The automated ultra-modern apps are easy to maintain and do not require constant monitoring.
Despite the fact that marketing has become all about digitization, direct mail still receives positive responses and is a very active and beneficial way of approaching clients. Even clients who consider themselves to be “high-tech” can appreciate a good direct mail piece and, as a result, direct mail can still have a high response rate. In order to ensure that your next direct mail piece get opened, here are some things to keep in mind:
- Keep your direct mail unique and appealing. You can even experiment with things like 3D direct mail pieces. This can add value to your mail and helps recipients recognize and consequently respond to it.
- If you are representing any company, then make sure you do your marketing well through your direct mail. The mails can get rejected right in the beginning if you do not check your content. So, it is advised to concentrate on the marketing campaign. Try using freebies to attract the recipients to grow their interest.
- Making use of unusual envelope options can increase the interest of the recipient, making them want to open the mail. Examples of this could include color or having a unique structure.
- Put that extra effort by putting inside something that is going to make the recipient interested. You can use a pen, a key ring, or any other object. By including something other than a flat piece of paper in your direct mail piece, people are exponentially more likely to open it.
- Use that personal touch by placing a personalized message on the envelope. This will get you better responses from the recipient.
By taking into account some of these things, you can increase the success of your next direct mail campaign.
Content marketing is the process of distributing and providing valuable, consistent and relevant information concerning a particular product to attract clients who will in turn consume it. This marketing technique slightly differs from general marketing. The key in content marketing is conveying value in the best way possible for clients to relate and in turn buy your product. Below are ideas you can incorporate.
Create More On-site Content
The more content you have on your website the more needs you meet and the more people you relate to. Having an active contact line for responses and feedbacks will help you know your clients better. Having that contact line will be like having an active ‘suggestion box’ in a school. Use good domains like .com and incorporate SEO optimization techniques for your content. This will help you rank higher on Google and other search engines for your content to reach more people.
Use Social Media
With social media, creativity and an uptown approach will be essential. If your market uses social media, then as a company, you need to be in line with the language used and techniques of tapping into this rich space. Consultants and social media managers can be a better way to get you off with social media account. This is because they will draw followers and that audience you seek. In addition, social media will help you understand you clients better. That close interaction on a social media platform is also fundamental to effective marketing and branding.
As a company, you have your own traditions and culture. You know what you want to sell or convey to your customers. This alone should be enough to have an effective content marketing strategy. If you add what your clients love to do or what is shaping entertainment and lifestyle at the moment, then having a good ad should be easy. Creative content marketing techniques lay within your institution. Therefore, to succeed, it is important to know your techniques.
Answer the Question
When you sell or offer your product to customers, what is the most commonly asked question? If you know that then come up with a marketing strategy around that problem. Come up with ideas that will convey these scenario in order to relate with your clients. Doing this is like putting yourself in the shoes of the customers, which is essential to being effective.
Appeal to the Ethos
If it is a sad scenario, be in line with the feeling of your clients. If by using your product this is a sense of joy or happiness, then use humor. Humor is the easiest to incorporate because users tend to hold happier memories longer than sad ones. As a marketer, you can incorporate humor in your content marketing technique to drive those sales. However, use humor only if the joke is good.
If you are a business owner then you might already know how hard it is to convince a potential customer to purchase your product or service. No matter how attractive your promotional campaigns are, most of them will just ignore your offers and go about their usual business. If this is the case, how can you expect positive reactions from your customers just by sending them a single generic promotional email? You need to reach them repeatedly through multiple marketing channels and make sure your messages are heard. In this regard, combining email marketing with more traditional direct mail might be an effective idea. You take the benefits from both online and off-line marketing channels, mix and match between them, and send them to your target customers. Below are some ways on how this should be done.
Branding your product
Both your marketing channels should complement each other. Make sure your potential customers recognize your emails and postal pieces just by glancing through them. Use the same tag line on both the envelope of your direct mail and the subject line of your emails. You should also use the same logo, design, and message in all your marketing channels. While the email is more interactive and easy to use, direct mails would confer legitimacy. Hence, you should include your web address in all your direct mail, and make sure your web pages have all the necessary information regarding your products.
Timing is key
Companies often get confused when deciding on the timing and frequency of emails and postal pieces. In an ideal world, emails should be sent on the same day of your delivery of direct mails. But it would be perfectly fine if a client receives the emails within one week of receiving the direct mail. We would suggest delivering the direct mail pieces first, as they have longer shelf life compared to emails.
Next, you would have to decide on the frequency of your marketing mail and postal pieces. It usually depends on what you are sending to your clients. Ideally, you should send brochures and catalogs once every three months. Regarding promotional emails and direct mail, you should arrange for monthly deliveries. General rule? Try to be on your buyer’s face as long as, and as many times as possible.
Millennials constitute a significant portion of the market today. In the US alone, demographic statistics indicate the presence of approximately 80 million millennials; that’s nearly a quarter of the total population. Also, millennials are the most lucrative market with an annual buying power of up to $200 billion. As such, every marketer today is making millennials their top priority-or at least trying to figure out what drives and delights this generation.
Below we look at some excellent tips for marketing to millennials
Millennials are technologically savvy and are comfortable with every facet of technology, particularly social media. If you want to target millennials, do extensive marketing in places they often hang out. Many millennials have social media accounts on different platforms such as Facebook, Twitter, LinkedIn, and many more.
Market Your Brand Using Influencers
Unlike baby boomers or Generation Xers, millennials always like to be associated with public celebrities for status and bragging rights. Millennials wear brands, and always associated with what they wear or use. And if they love a particular brand, they are going to shout about it making your brand go viral overnight. A marketer can capitalize on this by incorporating a popular celebrity who is relevant to your niche for marketing purposes. For example, if you’re a sports brand, why not let a celebrity basketball star be your brand ambassador. Even those who can’t afford high status celebrity endorsement can still use less famous but still influential members of their industry be ambassadors for their brand. In some instances, it can take as little as some free perks or merchandise.
Capitalize on Inbound Marketing and Referral
Unlike other generations, millennials are known to be budget conscious and skeptical consumers. These are traits that can make marketing extremely hard, especially for those who use outbound marketing strategies. Millennials are more inclined towards what their peers say about a product or service, and not what the marketers say. They are three times likely to purchase a product because their peers suggested, referred or bought a product.
Provide Digital Convenience
Millennials are used to having information at their fingertips. They do not have the time to make calls or send letters for clarification. As a marketer you can provide the generation with the convenience of information to your brand by incorporating features like;
- Online payment methods
- Providing communication to your brand online
- Providing brand information online
Keep these tips in mind and you can successfully keep in touch with your millennial audiences.
A solid marketing plan uses a variety of methods to reach a target audience. Direct mail is still used effectively in a variety of situations, but anyone using direct mail needs to understand how it has changed over the years.
Do Allow a Direct Mail Campaign to Build on Itself
An effective direct mail campaign starts out with a small number of target audience prospects, and uses market data to decide how to make the campaign better. You need to include methods for measuring the effectiveness of your mail pieces to develop a larger campaign that will get results. Your campaign should be done in stages, where data from each stage is used to improve future results.
Don’t Confuse Your Audience
Any direct mail piece should focus on one marketing message and finish with a strong call to action. If you try to put too much into your direct mail piece, your message will get lost. Keep the focus on one marketing message, and use an effective call to action.
Do Talk Directly to Your Audience
You should make your direct mail pieces creative and comprehensive, and you should include a personal element to your message. You can try a more relaxed tone that puts your audience at ease, or you can tell a story to get your point across. Storytelling in a direct mail piece is always a good idea because it is easier to get people to read a story than a marketing message.
Don’t Forget to Receive Your Own Mail Pieces
The best way for you to see what your direct mail piece looks like when it arrives is to make sure you are on the mailing list. You can learn a lot about how effective your campaign is by seeing what your customers see when it arrives in the mail.
A good direct mail campaign can strengthen your marketing efforts and build your customer base. A well-designed piece with a strong message can do wonders for your company’s bottom line.
Most businesses in the modern era have employees dedicated solely to social media. Social media campaigns have become popular ways of marketing on sites such as on Facebook, Twitter, Instagram, and Snapchat. As can be assumed, many brands have become rather good at this method of reaching their audience and have created some very successfully social media campaigns.
Jägermeister’s “Secret Party”
Spirit-maker Jägermeister decided to focus on increasing their Snapchat audience. In order to do those, they involved their users in a virtual scavenger hunt where the goal was to locate an exclusive event help by the brand. This helped to establish a positive brand identity by enhancing the experience of the users.
Given that many of the show company Ahnu’s users were the active, adventurer type, the brand decided to launch their #Ahnu campaign to showcase images of all the cool things their customers were doing. The submissions were then posted on their company Facebook page. The viewers were then given a chance to vote on their favorite content. Those who engaged with these images were 12x more likely to visit the Ahnu website.
#WanderlustContest by National Geographic
National Geographic launched a social media campaign where photographers were encouraged to submit their own photos through Instagram using the hashtag #Wanderlustcontent. The winner of this contest received a photo expedition at Yosemite National Park. A massive amount of user-generated photos and videos were posted during the contest.
Our world has gone digital. We receive important notifications by email or text, banking and buying are done mostly online and many prefer talking to friends via social media instead of in-person. That doesn’t mean direct mail is any less effective in a digital age. All forms of print marketing maintain relevancy in our world today. Here is why your company should still implement B2B marketing via direct mail.
Marketing that stands out
Work emails are flooded with spam and inquiries, sent from a mix of legitimate and illegitimate sources. Sifting through them is something businesses often have to do but never want to. Sending direct mail to the right person means they are significantly more likely to receive and read it, as opposed to just hitting “delete” on an email. Sending direct mail with the person’s name on it straight to their mail slot means much more than a quick email blast, and will continue to hold its usefulness for years to come. Also as a bonus, your direct mail won’t get caught in a spam filter the way an email can.
Some marketing doesn’t reach the right people
Any smart marketing campaign begins with knowing exactly who you need to market to. Unfortunately, certain people can’t be reached via email. This could be a higher-up at a company whose email is unlisted or you could be sending an email to a person who already left the company. Sending direct mail can reach these potential clients in a way email never will. Even if the person who left the company never got the mail, their replacement will, and notice you as a provider of something they need.
Easy to track results
Marketing through social media or email makes for difficulty in tracking results due to fighting spam filters, ad blockers, returned emails and many other factors. It’s nearly impossible to tell who was truly engaged in your advertisement. Direct mail makes tracking conversions easy — just offer a special rate or code only through direct mail.
Direct mail continues to be money well spent on marketing. If you know your target demographic and send personalized mail, results will follow.
In an ultra-competitive business world, companies have to do all they can to get and maintain customers. One medium that is often overlooked is outdoor advertising, though this is a mistake given how many people companies can reach with a single billboard or sign that is properly placed and has a great message. Keep in mind that a picture or slogan that people see when just walking or driving down the street can stick in their minds when they hit the grocery store, or begin their online shopping. They might also talk to their friends about it, or share great outdoor marketing on social media. In the latter case, these brilliant campaigns have the potential to reach millions of people. These examples provided by Business Insider give us a glimpse into effective outdoor messaging.
Taking advantage of the huge popularity of “Game of Thrones”, Tourism Ireland placed signs pointing the way to several areas in the country where the show is filmed to encourage visitors to go there. The signs had a fantastic aged look, and some sported ominous black crows.
In order to promote their services, Uber placed an ad featuring a real breathalyzer in Toronto. If people who used the device blew over the legal limit, Uber offered them a free ride home. This is not only a brilliant way to get people to remember your brand, it’s a great public service.
People are fascinated by the very rare solar eclipse. Oreo place an ad at Piccadilly Circus showing the top half and bottom half of their cookie moving at the same pace as the earth and sun during one of these events.