We’ve been hearing for quite a few years that direct mail is dead. This has mostly been due to direct mail not being able to compete or utilize the technology that was rapidly coming out. One argument is that a physical piece that you hold in your hands such as a brochure or envelope is not as interactive as a website. It simply can’t compete in that respect because the digital world has the ability to be extremely flexible and create literally anything at any time.
While it is certainly true that print is not as flexible in real time as online marketing, it has the ability to add personalization. This personalization is enhanced by the fact that the receiver of the piece actually gets to hold something in their hands. When combining both a personal touch and a well designed tangible mail piece direct mail marketing is not going away it is only getting better at utilizing advancements in marketing technologies.
Integrating Your Marketing Efforts
A common term that has been floating around for a few years is omni channel marketing. What this means is that you’re no longer just doing an email campaign, you are no longer just sending out a 25,000 piece mailer, you are no longer just sending people to a landing page from your blog. Omni channel marketing is taking all of these great time-tested methods of marketing and combining them into one seamlessly integrated campaign.
Ways to Integrate Your Marketing Campaign
- Interactive Print
PURLS or Personalized URLs are used to create landing pages specifically assigned to each individual in your marketing campaign. This PURL can be a part of your messaging on a direct mail piece or a link in an email message. The content on the landing page can be specifically tailored (images, content, and layout) to the individual receiving it which provides them a better experience. The sender also benefits from PURLs by the trackable analytics and the increased response rate that comes with this method.
- Targeting Personas
“Know Thyself” – Socrates. “Know Your Customers” -Marketing in 2016. Interestingly enough you must know thyself before you can know your customers. You need to have a good understanding of who you are targeting and what makes them tick. Aimlessly purchasing lists based on demographics that don’t apply to your market will deliver you poor results. Having a great marketing strategy ahead of time, developing personas based on your ideal customers and then applying omni channel marketing will get you the results you deserve. The most common methods are QR Codes, NFC Tags, and Augmented Reality and are very effective in a society that includes an overwhelming majority of people who own and use smartphones.
The Future of Direct Mail Marketing
The ability to stay on top of and to utilize technology to benefit both new and old techniques is critical in marketing. I have presented a few ideas on how to enhance your campaigns but I would like to leave you with the understanding that these methods are always evolving and improving. Check back to learn more in the future.