Imagine the ability to promote your business by delivering a perfectly-timed, personalized message directly into the hands of potential customers.
No need to imagine this capability–it’s exactly how modern direct mail campaigns work. And they work really well, especially when it comes to differentiating your business in a competitive market.
Time-tested and more effective than ever (response rates have recently increased by 194%), direct mail campaigns rise above the digital noise to deliver a memorable experience for your business like no other communication channel can. In fact, up to 90% of mailpieces are opened, compared to the average email open rate of 20%.
But getting your message seen is only half of the battle.
Mailing 100,000 identical postcards with a generic, one-size-fits-all message won’t cut it these days. In order to stand out from the crowd, direct mail campaigns need to be personalized and fast.
Keep reading to learn how personalization, speed and other modern direct mail strategies can set your business apart from the competition.
Personalize the Message
Long gone are the days of sending the same black-and-white mailer to hundreds of thousands of “Current Residents.” Modern direct mail marketing uses customer data from your CRM to create a hyper-targeted, personalized and memorable interaction with your brand.
Using advanced technology like variable data printing, each and every mailpiece can be personalized without delaying the printing process–and we’re not just talking about personalizing the first and last name on the envelope (though just adding the recipient’s name can increase response rates by 135%).
Nearly every component of a mailpiece can be personalized including names, messages, offers, logos, images, URLs, QR codes and more.
See the difference personalization can make?
Tip: Good, clean data is critical to harnessing the power of personalization. Learn how to ensure top-quality data, plus examples of how the home service industry boosts direct mail conversion rates.
Get In Front of Potential Customers First
The power of personalization is drastically reduced if the message is delivered too late. Even a perfectly crafted mailer with precisely targeted messaging will lose its effectiveness if the window of opportunity has closed or if competitors get their message in front of potential customers first.
Businesses that speak directly to the unique needs of their local markets and get their message in front of customers first will stay top of mind and stand out from the crowd.
In addition to winning new customers, businesses can retain–and even upsell–existing customers by sending a perfectly timed and personalized mailer. Examples include:
- Segmenting data based on customers who had their air conditioner serviced in the past two years and tailoring a special offer based on their last service date.
- Personalized and timely offers that reflect the make, model and color of a customer’s vehicle to drive maintenance business at a car dealership.
- Using a multi-channel approach to upsell customers who recently purchased a set of unfinished cabinets online with discounts on the finishings and hardware.
Create Multiple Touchpoints
The more times a message is seen, the more likely it will be top of mind when it comes time to buy.
Direct mail is the only communication channel that can offer both a tangible and a digital touchpoint in one. That’s right, modern direct mail is delivered to your customer’s mailbox, as well as their inbox. And, when direct mail is sent digitally, it comes with an average daily open rate of 64.7%).
Informed Delivery by USPS provides recipients with a “digital sneak peek,” meaning recipients can preview their incoming mail for the day via email, the USPS website or their mobile app.
Businesses can easily pair direct mailings with a digital component by supplementing the scanned image of the mailpiece with full-color images, banner ads and URLs to direct recipients to websites, landing pages or other digital content. Marketers who incorporate Informed Delivery into their direct mail marketing campaigns can see impressive results, such as:
- 68% increase in website visits.
- 63% increase in response rates.
- 40% increase in conversion rates.
Stand Out from the Crowd with Direct Mail Solutions from Jet Mail
With end-to-end marketing fulfillment services under one roof, including our in-house USPS facility and state-of-the-art digital print shop, the experts at Jet Mail can help your business deliver attention-grabbing direct mail campaigns that set your business apart from the crowd. Contact us today to learn more and get started.
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