The New Year is a new opportunity to learn from your past mistakes, build on your success, and achieve even better direct mail results.
Direct mail has been around for a long time but it is constantly evolving. To make the most out of direct mail marketing in 2017, you need to stay up-to-date with the latest developments, best practices, and insider knowledge
Listen to the data
Modern direct mail marketing uses a data-first methodology to target campaigns with pinpoint accuracy. Use your internal customer data, combined with your marketing partner to deliver your direct mail materials to your most important consumers.
Data has always been part of the direct mail marketing strategy, but in 2017 there will be more data and more ways of analyzing and interpreting that information than ever before. Make the most of it and reap the rewards of a successful direct mail marketing campaign.
More data means greater opportunity to personalize campaigns and increase engagement from recipients. Your potential clients are all unique individuals, and no one likes to be treated like they are just a number. Use your data to create narrow market segments and appeal to them on a personal level.
Test, and then test again
Using A/B testing to compare different mailing materials is one of the most important tools available to direct mail marketers. Tweak your copy, change your graphics, improve or reduce your offer to see which produces the greatest ROI (return on investment). If 5% off gets just as good of a response as 10%, then why deprive your business of that 5% profit?
Consider targeting different market segments. Start with one segment and then begin breaking it down. Start creating mailing lists based on a range of demographic and economic factors. Change the time and frequency you send materials. Your direct mail campaigns are vital learning opportunities that should inform future campaigns.
You will have more data in 2017, but all that information doesn’t mean anything unless you use it effectively.
Integrate with digital marketing
In 2016, we saw the emergence of omnichannel marketing. It may have a name that screams “fad” but the idea behind it is backed by research. Consumers expect a seamless brand experience across all channels. This means that you need to link your direct mail campaign to your social media campaign, website, and other platforms. Present one seamless brand experience, use graphics, language, tone, and style that all meld together to form one coherent experience. Make accessing your online properties as simple as possible. For example, include an easy to remember URL, Twitter, and Facebook username, or even a QR code to take recipients straight to your website via their smartphones.
Provide real value
Consumers are savvier than ever before. They are constantly bombarded by ads online and in person. To stand out you need to choose your market segment carefully and deliver them real value. This value can come in the form of monetary value with a great offer that they will actually use, exceptional customer service, or by providing them with new, informative, and exciting content. The key is that it should always be relevant.
If there is one way to sum up the emerging marketing trends of 2017 it would be: quality over quantity. It’s not how much data you have, but how you use it that’s important. More data is available than ever before, use it effectively to create high-value content directed at your relevant customers.