May 20, 2020 Overall, the success rate goes up when the direct mail campaign is paired with other means of communication as mentioned above. Some statistics non-profit direct mail research shows are: Direct mail response rates are between 5-9%. When organizations combine direct mail with digital methods, response rates climb to 28%. Every direct mail campaign starts with a mailing list and this determines your target audience and how effective your campaign will be. There are different ways to create your mailing list. We explain these different types and their benefits to your budget and campaign.
Direct mail campaigns give businesses the opportunity to appeal to their customer base via USPS mail. While these campaigns come in a variety A direct mail campaign can bring your business ample leads if done correctly.
When exploring tactics and strategies for the latest trends, it is great to concentrate on a single medium you are working on. In most cases, print and digital media experience similar trends but do vary from time to time. Often, combining tactics from both styles can produce the best results. In this article, we’ll highlight a few of the best print marketing campaigns in 2020.
Highlighting Customer Stories
Highlighting your company’s value to your customers via direct mail, pamphlet, or flyer could be a valuable tool in your marketing campaign. Modern customers don’t want to know how great your business is, but rather what your business can do for them. This can be a great opportunity for a mail campaign.
In this campaign, for example, you could highlight a few success stories about your business. These success stories of happy customers show that your business does a great job at its specializations. Customer testimonials, before and after images, reviews, and other related content can be a great marketing tool for this particular campaign. Be sure to include high-quality images and ask your printing experts what paper would be best for the mailer.
Personalized and Targeted Content
Personalized content can come in a variety of forms. Demographic targeting, retargeting, location-based targeting, and life event targeting are all options in deciding how to personalize content for a print campaign.
Demographic targeting: content based on age, gender, ethnicity, location, etc.
Retargeting: uses information already known about a user via an internet tracking cookie (see KDM Direct Mail+). For example, if a browser searches for golf items online, you can retarget that user by displaying more golf advertisements both online and in print advertisements. Retargeting ads are used often and seen on almost every social media site.
Location-based targeting: location-based targeting is perfect for small businesses that want to earn business in a certain area. This can be done well by salons, gyms, restaurants, grocery stores, and boutiques. Personalize the mailer with a map of the local area to help the target visualize the distance.
Life Event Targeting: life events like buying a home, a child’s birth, or graduation are great opportunities for B2B or B2C businesses to send discounts to customers. Registry item discounts, personal congratulations messages, and overall brand presence can create lifetime customers.
Personalized publications don’t have to necessarily mention the customer’s name. All you have to do is to create content that caters to your customer base.
Be creative with your paper texture
Paper texture plays a much larger role in a mail campaign than you may think. Each paper type has specific characteristics that make it more durable or softer to touch. Naturally, this depends on a conversation between you and your printer.
A few ideas:
Coated vs. uncoated: Most direct mail comes on coated paper stock. This helps ink for text and images to properly sit on paper. While coated mailers may seem more expensive, it’s quite the contrary. Coated mailers are more frequently used, which drives up the purchase price.
Paperweight: Paperweight affects the speed your mailer moves through the USPS workflow. The thinner paper moves quicker but lacks durability. Additionally, the thinner paper doesn’t appeal to customers because of its cheap feel. Keep this in mind when comparing your mailer to others.
Contact the Kennickell Group
The Kennickell Group can guide your business in creating direct mail that can reach your target audience and help convert them to buying customers. Direct mail marketing can open numerous doors that seemed impossible to reach before. For more information on why print marketing still matters, please follow the link here.
Imagine your dream target audience. What do they do? They browse the web, text someone on social media, collect postcards, or, maybe, watch TV? It’s not that we want to upset you, but chances are they do everything. Modern buyers slide across multiple channels several hundred times per day and expect to be treated equally well wherever they go.
Predictably, the patterns of customer behavior influence marketing campaign planning. To ensure a consistent message at all touchpoints, integrated marketing campaigns are essential. They help to build a solid brand image that is easy to recognize in any circumstances.
Market leaders have already discovered the power of integrated campaigns. You have definitely seen the renowned integrated marketing campaign examples of Reebok, Nike, Apple, and other world-class brands. Actually, according to recent research, leading companies are 1.5 times more likely to use integrated marketing and advertising technology than mainstream businesses. And it’s not only about digital channels or social media marketing. Offline marketing tools, including digital direct mail services, also have a place in a modern integrated campaign.
Even Google, a marketing guru with 85% of revenue generated by advertising, uses digital direct mail services to promote its products. They know that the response rates of online channels are much lower than the response rates of integrated direct mail and regularly benefit from that.
Here is some good news. You don’t need to be a tech giant to launch integrated direct mail campaigns. With Inkit’s mail automation, anyone can do that. To make the start easier, today you’ll learn:
- What is integrated marketing?
- Three ways to boost your integrated marketing with digital direct mail services
- Best integrated marketing campaign examples with integrated direct mail
What Is Integrated Marketing?
Integrated marketing campaigns are strategies with the focus on seamless and consistent brand experience throughout the whole customer journey. The main goals are to create a strong recognizable brand image, provide easy access to information about products or services, and increase customer satisfaction. To achieve this, each marketing channel is included in a single integrated marketing strategy. As a result, the company communicates the same message in its content marketing materials, social media marketing campaigns, integrated direct mail, in-store-experience, and other channels. Unlike outdated marketing methods, an integrated marketing campaign:
- Uses a clear, consistent voice across all marketing messages and interactions with the target audience
- Focuses on a strong brand image
- Combines offline and online media for brand promotion
- Utilizes the same approach to customer service and experience across all channels
Note. When people talk about integrated marketing campaign examples, they often confuse cross-channel marketing and the omni-channel approach. In cross-channel marketing efforts, all channels are complementary during the entire customer journey, whereas in an omni-channel marketing strategy, customers can use several channels at the same time (e.g., a tailored mobile app in the store). Although both methods are based on the integration of several channels, omni-channel campaigns are more expensive and difficult to implement. In case you decide to use integrated direct mail in any of these subtypes, Inkit’s mail automation can significantly help you with that. Check out more details in this Inkit’s case study and continue reading to learn why digital direct mail services should be the basis of your integrated marketing campaign.
Three Ways to Boost Your Marketing with Digital Direct Mail Services
#1 – Overcoming Digital Fatigue and Banner Blindness
Constant media exposure makes consumers less sensitive to various ads and promotions. A bright online banner that used to grasp attention two decades ago, today, is very likely to be ignored. Luckily, the situation with direct mail is different. Most people still receive important documents by mail and regularly check their mailboxes for bank notices, reminders from their dentists, Christmas postcards, and other relevant mail pieces. This means they will definitely notice your postcard and, at least, take a moment to read the offer.
#2 – Attracting Millenials with Triggered Campaigns
Although it may sound surprising, 77% of millennials pay attention to direct mail advertising. At the same time, 47% of them name the Internet as the one thing they cannot live without. Digital direct mail services allow you to use the benefits of both marketing means in one integrated direct mail campaign. Thanks to direct mail automation, mail delivery can be synchronized with online events and actions. For example, you may automatically send a discount postcard immediately after a user abandons the cart or decides to unsubscribe.
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#3 – Improving Targeting and Personalization
Moreover, the use of digital direct mail services in integrated marketing campaigns makes your message more personalized and improves targeting. To run integrated mail marketing campaigns, you will need to connect a mail automation tool with a CRM or marketing platform. This allows you to segment potential buyers, create customized marketing workflows, and even adapt the message on a per-customer basis. For example, if a CRM records that someone has a $20 credit, you can include this number on the delivered mail piece to show your special care. To learn more about the capabilities of Inkit’s mail automation tool, check out the features page or schedule a demo.
Best Integrated Marketing Campaign Examples with the Use of Direct Mail
Practice makes perfect. Yet does everyone need to learn from their mistakes and start from scratch? We think No. That’s why our team has collected the best-integrated marketing campaign examples that show how integrated direct mail works with other marketing channels.
Integrated Marketing Campaign Examples. Case 1. Integrated Direct Mail with QR Codes
Postcards with QR codes are among the most popular ways to drive more traffic to online channels using physical mail. Include the code that takes customers directly to your landing page, Google Maps location, or a discount coupon page to connect mail with your digital channels. As an alternative, you can personalize a link by creating a PURL that will take mail recipients to their dedicated landing pages. To print such tailored content, make sure to contract digital direct mail services that provide variable data printing.
Integrated Marketing Campaign Examples. Case 2. Integrated Direct Mail Tied to Email Marketing
Direct mail’s average response rate is almost 10 times higher than the response rate of email marketing. This makes a significant difference when you need to interact with customers for the first time. So try using integrated direct mail to initiate the contact, and once this person shows interest in your offer (e.g., visits your website or social media account), continue with an email. Make sure to include a strong call-to-action to make the mail piece memorable and engage potential customers.
Integrated Marketing Campaign Examples. Case 3. Integrated Direct Mail to Greet Loyal Customers
If you run a loyalty program on your website or online store, integrated direct mail may be an excellent chance to show how you appreciate your customers’ devotion. With mail automation, you can automatically print and deliver a personalized postcard, once someone joins your loyalty program. Consider enclosing a printed voucher with a small discount as a sign of gratitude.
In case you decide to use any of these models, Inkit can help you with the mail automation part. We provide state-of-the-art mailing services suitable for both simple one-time mailing and complex integrated direct mail campaigns. Click here to start testing Inkit today.