Direct Mail Examples 2020

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  1. 2020 Mail Holidays
  2. Direct Mail Examples 2020
  3. What Types Of Direct Mail Are The Most Effective
  4. Direct Mail Examples 2020 Free
  5. Examples Of Direct Mail Marketing

Every business needs a marketing channel that is measurable and trackable, which is why so many people have abandoned direct mail.

But if you’re interested in customer retention and you’re trying to grow your business, then direct mail can be an easy solution.

So, what’s the trick? Isn’t mail expensive, slow, and immeasurable?

Direct mail marketing solutions involve different marketing ideas which businesses use to reach out to their target market. Contrary to the old belief that this strategy only uses postcards and letters. Direct mail trends have utilized a lot of creative methods to provide the.

Well, not anymore. Data + automation + direct mail = trackable and RELEVANT.

The Data & Marketing Association reported that digital channels on average get a 2% response rate.

Whereas direct mail response rates are:

  • 5.1% for house lists (permission-based lists brands build in-house, such as current or past customers).

  • 2.9% for prospect lists (lists provided by brokers and direct mail providers, such as targeted demographic lists).

Imagine the potential conversion rate when each mailed offer is relevant to the recipient?

Today I’m going to show you:

  • This lesson will discuss what direct marketing is and what concepts are important in direct marketing and also give examples. Direct Marketing Examples.
  • Cross Promotion Via Different Marketing Channels. For any marketing campaign to be successful, it.
1Why You Need Direct Mail — But NOT The Traditional Kind
2Three Examples Of Successfuls easy to start. This is a great way to manage the activity and experiences people have with your business.

If you don't need a full-fledged CRM, an email marketing platform can be used for more than just emailing your customers; most service providers let you add a lot of custom data to each record.

2. Create Segmented Lists

Segment customers based on behavior. For example, when someone signs up for your newsletter or makes a first purchase, they should enter a marketing automation tailored for a personal experience. Emails and ads will target each customer at specific moments of their customer journey.

3. Add An Automated Direct Mail Service

An automated direct mail service can schedule postcards just like you schedule an email, complete with custom event triggers for when to send the mail. There are a few services that can do this; one that easily integrates with CRMs is Inkit.

4. Trigger The Mailing Within Your Marketing Automation

Once you integrate a direct mail software that syncs with your CRM platform, you can pull data from the CRM to build and automate a relevant direct mail campaign.[*]

If you’re using a CRM that integrates with direct mail software (such as Drip, Sailthru, HubSpot, Iterable), you can trigger the mailing within your marketing automation. Otherwise, you can export lists for batch mailing.

Here's what a marketing automation looks like on the back end of Michael McCarthy’s (CEO of Inkit) Iterable CRM platform.

Here you see a sequence mapped out for when a customer fills out a form with an address field on your website. Each action is performed based on event triggers. Here’s how the direct mail campaign is triggered:

  1. When a subscriber joins a list, a welcome email is sent.

  2. Two minutes later, the action Call this webhook connects the direct mail automation platform with the CRM marketing automation.

  3. From this point on, the two platforms are integrated for that subscriber.

Now Michael can add direct mail postcards as an action once an event happens. For example, when a person unsubscribes from an email newsletter, he can automate sending a direct mail postcard with a special offer. Michael can schedule retention postcards to large groups, segmented lists, or individuals.
If you don’t use a CRM platform, you can still use a direct mail automation service, but each mailing will be manually scheduled. Inkit has a way for you to upload a CSV of client lists to craft personalized direct mail campaigns. When you upload the client list to the software, you can send a mass postcard with the click of a button and the mailing will hit houses in 4-7 business days. Using Inkit’s variable data feature, you can even customize these mailings with dynamic content insertion.

This service saves you trips to the post office, the printer, and adds a level of unparalleled speed and efficiency for direct mail.

5. Optimize Results By Split Testing Direct Mail Campaigns

Now that direct mail is automated in your marketing automation, you can do some split testing of your mail campaign to increase your conversion rate over time. This will help you strategize the best way to frame your message using direct mail.

Here are seven steps on how to A/B split test your direct mail pieces:

  1. Export your customer data as a CSV.

  2. Add an extra column to that file.

  3. Use the =RAND() function in either Excel or Google Sheets to create a column with random numbers.

  4. Use this column with the random numbers as your sort column, and your records are now in a random order. Split the randomly ordered list in half by cutting and pasting half of the rows into a new CSV file.

  5. Title one bucket A and the other bucket B.

  6. Upload these lists to a direct mail automation tool or any mail option of your choice.

  7. Decide what to test. You should only test one variable at a time, so here are my three suggestions for the types of tests you should try:

1. Two Different Designs

This will help you find out what is the most effective way to displayyour offer.

Take a digital campaign and draft it into a postcard or reuse an old email that didn’t get the online buzz you’d hoped for. Make one for bucket A and one for bucket B. (I always recommend keeping bucket A as the control group and B for the challenger.) In bucket B you will modify the headlines, text size, color, imagery and copy. See the postcards below.

Try to make the variable what is being emphasized. In this case, it is the design.

Track results by comparing outcomes between the A group and the B group at the end of the test.

Pro tip: Don’t just test different postcards—test concepts (e.g., postcard vs. lumpy mail). You want insights you can apply across future marketing campaigns.

2. Two Different Offers

This test will show you which type of offer is most effective. Is it price? Convenience? Benefit? Here are some testing ideas:

  • Specific dollar amount discount vs. percent discount

  • Store credit vs. free gift card

  • Free shipping vs. expedited shipping

  • Free trial vs. prorated new customer discount

The postcards below send a slightly different offer with the same design to find out which has a better response: percentage discount or dollar amount saved.

To track these results, you can create a unique code or a URL for each test offer and compare conversion rates. Then use a statistical significance calculator to evaluate the results.

Be sure to include an expiration date on your mailing offer so that you know when to calculate the test results.

3. Two Different Campaigns

Test one campaign that is only online, and a second campaign that partners direct mail with an online campaign.

This test will tell you the value of adding direct mail to your online marketing. Direct mail works as a driver to your website, but this will tell you if the result is great enough to benefit your business.

For this A/B test, you will have one campaign with direct mail and one without. Have both groups receive the digital elements of your campaign, such as an email sequence. Then, edit one group’s automation workflow to add a postcard (or several) reinforcing the offer.

Compare the total revenue or activation rates between each group: those that received the mailed offer vs. those that didn’t.

Pro Tip: Make sure both campaigns are sent at the same time so that delivery timing is not a variable in your experiment.

Over time, if you continue to split test your direct mail campaigns, you can see significant gains over your competition.

Why Direct Mail Automation Benefits Your Business

Here are five reasons direct mail automation benefits your business.

1. Eliminate The Manual Process

You know working with direct mail providers can be slow and tedious, requiring long lead times before you can hit mailboxes. Automated direct mail makes the process modern and allows you to implement the strategy from your desktop. You can sync your data with a software that will let you take the lead. No more printers, brokers, or post offices to start a killer campaign.

2. Minimize Subscriber Churn

Postcards are less annoying than an email in your inbox every day. If you can perfectly time a postcard to jumpstart a customer’s subscription or incentivize engagement, then you are less likely to impact churn, like how NatureBox saw a negligible churn during their automated direct mail campaign.

3. Create Ongoing Revenue Streams

When you continuously trigger mail for events along the customer journey, you generate an ongoing source of income for your company. This can keep revenue circulating throughout different times of the month. Like how Fresh City sent postcards with a prolonged expiration date so people redeemed the offer over the course of a few months, which started a long wave of customer orders.

4. Re-engage Unsubscribers

Direct mail campaigns should not be used for massive (and poorly targeted) acquisition plays. If you focus your direct mail budget on retention, then the results can be phenomenal. You can easily anticipate the appropriate time to re-engage customers at the mailbox when you track their purchasing history and analyze their online activity.

5. Build Trust And Loyalty

Mail has a physical touch point that can create an emotional bond with a person. If you integrate a modern direct mail strategy then you can begin to make an emotional impact on your customer. You go to the next level of creating brand loyalty with your customers.

3 Key Takeaways From How To Grow Your Business With Data-Driven Direct Mail

Here are three key takeaways:

  1. Mail is powerful and can be relevant in our digital age. Adding a direct mail automation service for retention efforts can drive sales without pestering your customers and save you time and resources in the long run.

  2. Implementing a data-driven direct mail strategy means using data to send relevant and timely mail that re-engages or wins back customers. For continued growth, you can automate a direct mail postcard to be triggered at crucial times in the customer journey.

  3. Sending direct mail postcards to a segmented list of customers who haven’t purchased for consecutive months can bring substantial results. Using your CRM data with a direct mail automation service (like what NatureBox did with Inkit) can immediately boost sales and streamline the process.

If you’d like to see more examples of how ecommerce businesses are using direct mail to reduce abandoned carts, get repeat purchases and surprise customers on their birthday, get my direct mail postcards swipe file below.

Here are 47 creative direct mail examples to inspire your next marketing campaign.

Firstly, Mercedes cleverly use the flap of the envelope to demonstrate the convertible to stand out in the mail.

The shock and empathy used in this example is a questionable strategy, but consider using an emotional hook (fear, guilt, jealousy, greed etc.) to get the audience’s attention and keep them engaged.

KitKat created a fake mail slip for forgotten post to emulate the royal mail missed delivery letter which is left in the letterbox when you miss deliveries. This is funny but also effective in grabbing the attention of the reader people’s brains have been wired to associate these slips as being important.

Skoda added a penny to their postcard which invokes curiosity and draws attention because of how unusually it is. There are many ways to invoke curiosity effectively.

This hilarious marketing postcard for dental implants combines natural human impulse and comedy gold to get the attention of the reader. Using humour is a great way to build your brand and have your message retained and shared on social media.

Use jokes, puns, and try to come up with something original and clever like Neopost.

Use cut-outs to stand out and show off your brand

This borders on gorilla marketing, but what kind of materials could you be using, what ways can you use physical materials for people to engage with you in person?

The economist balloons send through the post grow the brain when inflated. A metaphor for subscribing to their magazine.

This Greenpeace glove demonstrates cleaning the waste with the iconic Greenpeace coloured glove. This example shows how being different and standing out will create a huge and lasting impression on whoever receives this.

Often marketers will use size to send oversized or large post. For the smart car the opposite was used, to show how small and nimble the car is for cities, being smaller can also help you stand out.

It’s not just the message which matters, the timing is important too. Send postcards on people’s birthdays or special occasions.

Create direct mail as an experience. BMW does a fantastic job with their mailers and create a luxury experience.

Make your marketing useful, one of the advantages of physical post is you have a much bigger range of things you can offer your audience to provide value beyond information.

Get creative with your envelopes. Try combining the exterior with the interior of the mailer.

What gets people attention more than cold hard cash? This has been done many times with a lot of success. Even including a peak of a fake 1 dollar note inside an envelope always gets the reader’s attention. Just make sure you can relate it to your messaging or brand. Otherwise the reader will feel tricked.

Fold outs and cute animals.

When people receive letters, they are often important. Make sure you give something of value in your message.

When people interact with your mail, they are more likely to remember your message and act on it longer. It’s also more likely to be shared within the household or on social media.

Direct mail doesn’t have to be paper, you can send anything.

Even an emergency box. Would you pay attention if you saw this in the post?

This in an old one, but the technique is good. Verizon cut holes in their mailer to demonstrate how you’d use their phone.

The interactive fish postcard.

The receiver of the gingerbread mailbox, is first delighted, and then curious as to why the foot is missing.

Google maps printed on the envelope to show directions or relay information.

Another incredibly creative example of humour in direct mail.

Send a balloon in a box.

Use origami on your mailing will make your post much more fun and interactive, especially if your product is aimed at households with children.

You’ll notice that interactivity is a common theme in some of these examples. That’s because it’s effective at drawing attention and being retained in memory.

HelloFresh personalise the messages to each person. Think about how you can use personalisation in your post.

2020 Mail Holidays

The matchbox mailer:

Use fold outs to create a journey and tell a story.

Examples of direct mail marketing

Humans react more to things which are unusual and haven’t been seen before. Think about how you can do the same.

This example is to promote Macbeth at a Theatre.

Funny “miss-fortune” cookies 😂

Having your message retained in the household means it will increase the chance of it being auctioned. Create something of value to your audience and encourage them to keep it, as was done well with these discount tickets.

If you send products to your customers, think about how you can incorporate direct mail principals into your packaging.

This one plays on the expression “Peanut butter and jelly”

There is no limit to the number of shapes you can use for your mailings.

Origami is an effective way to be different and fun.

Remember when you were a kid, and in school you’d have popup books that you’d spend hours reading and experiencing. They would literally bring your stories to life. Well the same thing works for your mail, look at how Ikea have taken this principal for their marketing.

Bright coloured postcards stand out on the doormat

Direct Mail Examples 2020

Check out this DIY Cycle helmet

Papa john – masters of direct mail, have send physical paper versions of their pizzas

Make your mail seem personal and direct. People don’t receive as much mail as they used to and get excited and look favourably on mail which is humanised.

What Types Of Direct Mail Are The Most Effective

If you can send it in the post, it’s direct mail.

This postcard has instructions to run it under water, and when you do the message shows.

Running a direct mail campaign can be time consuming, but there is a lot of opportunity in marketing with physical post because it’s much easier to stand out and be noticed compared to digital clutter.

Direct Mail Examples 2020 Free

With Postary sending physical post to your customers is now as easy as sending emails. You can design and send beautiful personalised postcards directly to your contacts. Visit https://postary.com to get started today.

Examples Of Direct Mail Marketing

For tips on designing postcard marketing campaigns with direct mail, read the essential tips: Essential postcard marketing tips