Businesses in practically every industry, from healthcare to retail to the nonprofit sector, can use direct mail software to help them contact their customers and establish deeper relationships. However, many eschew this channel in favor of newer options, such as email or social media, relying almost exclusively on the digital tools.
Ideally, companies should merge their methods for distributing branded messaging, using each component to enhance the others. Ernan Roman, president of marketing consultancy Ernan Roman Direct Marketing, writes for The Huffington Post that many marketers have forgotten the power that direct mail can add to multichannel, direct marketing campaigns.
He points to research from the Direct Marketing Association that indicates a large majority (93 percent) of marketers wanted to make their messaging more integrated, yet just 27.4 percent had achieved an "effective" strategy.
"Experienced marketers know that relevance means sending the right message to the right person at the right time," Roman writes. "But they neglect a key aspect: that message must be delivered per that individual's media preferences."
Contact data quality solutions can help companies keep track of all their customers and their preferred methods of communication. With a growing number of consumers indicating that they actually favor receiving relevant, targeted offers from brands and businesses in the mail, adopting strong list management policies in your organization could result in more successful programs.
"Forward-thinking marketers should evaluate the potential value of direct mail as a component of their multichannel mix," Roman concludes. "It may not be effective for all businesses, but it just might be right for yours."
However, it's not enough to optimize the way you deliver a message. Businesses and other organizations also need to properly plan the wording and presentation of their marketing assets, Joe Niewierski explains for iSnare.com. Selecting eye-catching colors and graphics that reinforce the mail piece's message are elements that can make recipients take note of the letter or postcard.
If your mail is distributed in an envelope, be sure there is a bold headline that is easy to read and delivers a central message, Niewierski advises. As you draft the content of the direct mail piece, it's better to promote the benefits that your product or services provide to customers, rather than simply listing the features. In order to elicit a response from the recipient, give them a special offer or other incentive to act. Don't forget to include a call to action, explaining exactly what you want the customer to do (call your company, visit the website, etc.).