A flyer can be one of several things: a pamphlet, something that flies, or a device you’d use to twist yarn.; Flier is a also an accepted spelling of the word.; Keep in mind, though, that the guidelines for the usage of flyer and flier vary from one style guide to another.; A flyer, a circular, a leaflet, a pamphlet, a handbill—so many words for one simple thing. Gmail is email that's intuitive, efficient, and useful. 15 GB of storage, less spam, and mobile access.
If you are looking for a simple and cost-effective way to expand your marketing campaigns, look no further than direct mail flyers.
Direct mail flyers present a simple, cost-effective way to get your offer in front of your prospects and customers while supplementing your campaigns through other channels. While direct mail is seen by many as a traditional channel, causing it to be overlooked by marketing departments with a digital focus, the truth is that direct mail can be an effective addition to any team looking for a complete multi-channel approach.
The misconception is that direct mail campaigns live in a bubble, disconnected from your broader marketing strategies. But that couldn’t be farther from the truth.
Modern direct mail marketing campaigns can integrate directly with your digital campaigns, and connect your recipients and the way that they engage with your campaign directly to your customer relationship management platform.
Direct mail flyers provide a visual, tangible asset that your recipients are more likely to notice, act on, and hold onto. Compare that to a digital campaign where a prospect may view your advertisement or landing page one time. It is easy to see how it may be difficult to stay top-of-mind. If you have one chance to capture a prospect’s attention, you want to engage them in a way that will stick.
In this article, we will cover the benefits of direct mail flyers and direct mail campaigns in general, while also examining how direct mail flyers can be used in creative ways to supplement existing marketing campaigns, both traditional and digital.
The Benefits of Direct Mail Flyers
There are many benefits to integrating direct mail marketing campaigns with your existing campaigns. Direct mail flyers are one of the most popular formats used on the channel.
Some of the benefits of using direct mail flyers as you work toward a full multi-channel approach include:
In the old days, direct mail campaigns were “standalone” efforts, with no data or API connection to any other marketing channels like email or digital marketing.
Today, with modern direct mail management software, you can reliably integrate your direct mail campaigns, and even fully automate them in the middle of existing marketing sequences. Direct mail then enhances digital marketing efforts, by providing a physical “touchpoint” to complement search, retargeting or email campaigns.
For instance, if you owned an e-commerce store, you could automate the sending of thank you cards to new customers and even include a discount code to encourage future purchases. Another interesting e-commerce use case would be to automate the sending of personalized discounts and coupon codes for long-time customers that have hit significant spending milestones with your company.
Triggered direct mail campaigns are campaigns that are launched after a specific requirement is met. Using our previous example, you could launch a triggered direct mail campaign after a customer makes a purchase. Another example might be for a direct mail campaign to start after an email sequence has been delivered, with no purchase being made by the customer.
Mail Flyers Canada Post
When you choose to incorporate direct mail automation, you can schedule triggered drip direct mail campaigns that are sent based on a specific requirement and may include multi-step direct mail sequences.
Viewing direct mail as a channel that would be disconnected from your other marketing channels would be a mistake. It doesn’t have to be. Modern direct mail marketing campaigns are most effective when they are supplementing other activities and delivering a new way to connect with customers that you already have an existing relationship with.
A Long-Term Asset
Typically companies that send flyers through direct mail are advertising a specific offer or product. Any flyer that you have designed could potentially be used within your business for years to come, so long as your product or offer does not substantially change. In many cases, the campaigns that are working well for your company today would still be effective two, three, or five years down the road.
Additionally, many companies make the mistake of seeing a flyer as a bottom of the funnel asset. As if customers are supposed to receive the flyer, and immediately make a purchase.
However, with all of the integrations offered by Postalytics, you can find creative uses for direct mail flyers throughout the funnel. Yes, you could attempt to make a direct sale from the flyer. You could also deliver critical information to your audience that would help them to learn more about your product or company. Or, you could provide product specs and other materials directly on the flyer. Direct mail is at its most effective when it is viewed as a channel that is appropriate throughout the entirety of the funnel.
A direct mail flyer can be an excellent long-term asset that can be reused and recalibrated for other channels if need be. It could potentially double as a handout for conventions and in-person events, or be reformatted into other formats — be it direct mail postcards or digital use cases.
Built in tracking of direct mail flyers
Through the use of intelligent mail barcodes for delivery tracking personalized URLs (pURLS) for response tracking, you can track how your recipients engage with your direct mail collateral. For instance, you could deliver a direct mail flyer that invites recipients to visit your website to claim a discount on a popular item.
Through the personalized URL, which is different for every recipient that receives your campaign and typically includes the recipient’s name, you can see exactly when each recipient visits the URL included on the flyer, and what actions they take once they get there.
This is incredibly powerful and gives you a level of oversight that was never possible with direct mail campaigns in previous decades. It’s a perfect example of just how far the medium has come with technology assistance.
Additionally, you can use those actions to trigger other marketing activities within the marketing automation software that you are already using.
Direct mail flyers integrated with CRM
Modern direct mail Management systems allow you to integrate your direct mail campaigns directly with many of the popular marketing automation and CRM software solutions that are popular today. For example, Postalytics directly integrates with Salesforce, HubSpot, and other popular marketing automation software.
While direct mail has traditionally been an effective marketing channel on its own, being able to integrate it with digital channels such as email, PPC, and social media — increases its effectiveness. Direct mail has a place throughout the sales funnel and in nearly any industry.
A More Tangible Medium
Direct mail delivers a more tactile, tangible medium that makes your campaigns more memorable for your recipients. Your recipients are also much more likely to hang on to collateral that they receive through direct mail. In fact, many direct mail pieces are designed to be held onto, either through the delivery of coupons or magnets that you can place on your fridge. Direct mail flyers that can find the balance between being promotional and informational have a much higher chance of facilitating action among recipients.
Direct Mail Flyer Personalization
Direct mail personalization has never been easier. Using Postalytics and other popular direct mail management software, you can directly inject customer data into your direct mail collateral, so that your recipients feel as if each piece was delivered specially for them.
Commonly, companies will include the recipient’s name, but with Postalytics’ integrations with your CRM software, you can inject any piece of data that you collect on to your customers. Common examples include job titles, geographic information, interest, purchasing history, or information about previous engagements with your brand.
Effective Across Demographics
The Assumption among many marketers is that direct mail is a channel that is more effective with older demographics than it is with younger demographics. It is true to an extent, direct mail marketing tends to perform very well with older demographics. Advertising cards, catalogs, or flyers have made 31% of baby boomers purchase a service or product.
However, direct mail has shown to Be an Effective channel for engaging with prospects and customers in any age group. In fact, a 2018 report from The Office of the Inspector General titled “Millenials and the Mail” showed that nearly half of millennials pick up their mail at least six days a week.
Here are a few more statistics from that report that show how effective direct mail can be as a medium for young audiences as well as old:
- 75% of Millennials say that receiving direct mail from friends and family makes them feel special.
- More than 65% of Millennials said that receiving coupons for restaurants and Retail businesses with something that they liked.
- 90% of millennials think direct mail advertising is reliable.
The idea that direct mail is less effective with younger generations is persistent throughout the marketing industry, and forward-thinking brands that understand that it is not true can capitalize on this misconception.
Because many marketing departments have shifted their budget or digital advertising in marketing, direct mail has become a less crowded space in most industries. Sending direct mail campaigns can help you to stand out from the crowd and endear yourself to prospects and customers — young and old.
The average ROI of direct mail campaigns is higher than other channels. It is one of the oldest and most tested forms of advertising. Compare the response rates to direct mail advertising campaigns to those of email in a 2016 report from the DMA:
A Multi-Channel Approach
A multi-channel approach is critical for any marketing team. If you do not embrace multiple interconnected channels, you can be certain that your competitors are. In modern marketing, a healthy distribution between traditional and digital marketing channels can be a huge boon that helps you to meet your customers where they are most comfortable.
30% higher lifetime customer values are attributed to consumers shopping across multiple channels. Direct mail can be a great way to break the monotony of a digital-only campaign, re-engage with disengaged prospects, and recapture their attention.
How Postalytics Makes Delivering Effective Direct Mail Flyers Easy
Postalytics is the perfect tool for adding direct mail as a channel to your existing digital marketing campaigns. The platform simplifies the process of creating professionally-designed direct-mail collateral, makes shipping incredibly easy and hands-off and allows you to integrate your direct mail campaigns with your existing CRM and digital campaigns.
Let’s take a closer look at how Postalytics can help in these key areas.
One of the biggest costs of running any direct mail campaign is the price of having your collateral professionally-designed. Engaging with a graphic designer that has extensive experience in direct mail can be very expensive, costing up to multiple thousand dollars per campaign. Postalytics helps to mitigate these costs.
Within Postalytics, there are many professionally designed templates available, that you can use as a starting point for your direct mail collateral. These templates can be edited directly inside of Postalytics, giving you complete control over how your campaign looks and feels.
You can edit the copywriting directly on top of the existing design template, import images, and make changes to the placement of specific elements of your design. Using Postalytics professionally-designed direct mail templates, you can eliminate the costs associated with graphic design for your campaigns.
Integrations with Popular CRMs
While direct mail is a worthwhile channel on its own, the ROI delivered by direct mail campaigns really goes through the roof when you are able to integrate it into existing digital and traditional campaigns. Postalytics directly integrates with many of the popular CRM in marketing automation systems on the market today including HubSpot, Salesforce, Marketo, and many more.
This means that when your customers engage with your direct mail campaigns, your customer profiles inside of your CRM will be automatically updated with engagement information. You can also use any data stored within your CRM to personalize your direct mail campaigns.
Tracking direct mail flyer delivery and response
Postalytics has built in delivery and response tracking tools, so you can determine who’s received their mail and when, and who responds online. No more guessing, you can use free tools to zero in on the deliverability of your list and the quality of your offer!
Direct mail flyers done for you – just press send
One of the biggest hurdles that keeps many companies from investing in direct mail marketing is the idea that they will have to manage the packaging and shipping on their own as well, or at least engage with a vendor to do it for them.
Using Postalytics, you just set up the campaign within the system, and Postalytics will handle the rest. Your campaign will be delivered in an appropriate envelope and shipped directly to your prospects, through a completely hands-off experience. This allows companies to quickly add direct mail campaigns without all of the extra manual work that would typically bog them down and keeps companies from sincerely adopting the channel.
5 tips for effective direct mail flyers
As you look at integrating direct mail flyers into your current campaigns, here are some simple tips that you can follow to ensure that your flier is as effective as possible.
- Ensure that your flyers are eye-catching. Like any other advertising channel, it is important that you stand out from the competition. Make sure that any flyer that you sent through direct mail stands out, and is eye-catching. This can be done through attention-grabbing colors, an irresistible headline, or interesting images.
- Give your recipients a reason to hold onto the flyer. Direct mail flyers have the benefit of allowing you to deliver something more tangible than you would through digital advertising. Delivering critical information that is date-specific, gives your recipients a reason to hold on to your flyer in the long-term, and helps to keep your offer top-of-mind.
- Be creative and find uses for your flyers throughout the funnel. It is important to remember that a direct mail flyer doesn’t have to necessarily be focused on sales. You can also deliver nurturing materials through direct mail as well and in an effort to break up the monotony of digital and other traditional marketing campaigns.
- Make sure your offer is irresistible. Ultimately the success of your direct mail campaign comes down to your offer. If your offer is not enticing enough, you’re never going to see a positive ROI. So before you send that direct mail campaign, make sure that you are truly delivering an irresistible offer that your audience will jump at.
- Personalize the flyer. Direct mail is a personal platform. Make sure that you are including personalization on your direct mail flyer, including the recipient’s name, so that they feel as if the piece of collateral was delivered specially for them.
Direct Mail Flyers Are Effective Throughout the Funnel
Using direct mail flyers to grab the attention of your prospects and customers can be an effective ROI-producing endeavor. Flyers allow you to capture the attention of disengage prospects, break up the monotony of your digital campaigns, and connect all of your efforts to your existing CRM or marketing automation software.
Postalytics makes it easier than ever for companies to launch new direct mail campaigns, triggered by customer actions, at any point in their sales funnel.
If you would like to launch new direct mail campaigns and send direct mail flyers to new prospects or existing customers, sign up for your free Postalytics trial today.
In a world where digital marketing is everywhere, mortgage lenders still need to talk about printed mortgage marketing materials. Believe it or not, homebuyers still want those old-fashioned pieces of paper. They like something tangible to hold, share, and sometimes, even hang on the refrigerator.
In our industry, we typically talk about print in two primary areas: mortgage marketing direct mail and flyers.
First, a little background on mortgage marketing days of yore
In the old days (not so many years ago, actually), printed rate sheets were the go-to marketing tool. Loan officers often spent their Friday afternoons delivering printed rate sheets to real estate offices, arming agents with timely rate news and lending options before their weekend showings. With a little luck and a lot of perseverance, their information would land in the hands of qualified buyers, and (hopefully) applications would pour in on Monday.
Printed documents still play an important role in mortgage marketing efforts. Lucky for today’s loan officers, the emergence of digital mortgage marketing tools has made weekly deliveries to local real estate offices a thing of the past. A rate sheet can find its way to an email inbox much faster than into the agent’s mail cubby at the office. Even better, a continually updated landing page can offer agents current rates with a simple tap on the phone screen.
It’s important, however, that mortgage marketers don’t get so swept up in the quick solutions and shiny presentations of online mortgage marketing that they forget the basics of long ago. Maybe there isn’t a pressing need to get into a real estate agent’s office each week. But there’s still value in offering a piece of paper or mailed postcard to a potential client — especially if it sends them to the digital mortgage marketing hooks that reel them in.
Mortgage Marketing Flyers
Open house flyers and educational flyers may seem like yesterday’s news, but they still perform vital functions for building a mortgage business.
- They give potential clients something to help them remember a specific property, which is especially useful if they visit many homes in a day.
- They help a potential buyer determine if they might quality for a home loan
- They strengthen relationships with referral partners.
- They save time by providing borrowers information they need for a successful closing.
Open house flyers give pictures and details of a home, including features, sales price, and the selling agent’s contact information. Loan officers create them to include a rate sheet and their own contact information as well.
Old school open house flyers may have stopped there. But with today’s bounty of information, a mortgage marketing CRM can help a loan officer create a flyer with neighborhood data ranging from school and restaurant locators to demographic information and commute times. With so many options available, many loan officers no longer keep it to a simple one-sheet flyer. They’ll print on the front and back of the flyer or even create multi-page options instead.
A mortgage marketing CRM can help loan officers save time creating and delivering open house flyers. Loan officers can produce a cobranded single property website in just a few clicks by downloading MLS data. Loan officers can share the URL with the listing agent, who can then print flyers to take to the open house. The printed flyers will contain a QR code that sends buyers back to the single property site.
And for those virtual home shoppers who don’t make it to the open house? If they wish, they can print a flyer directly from the site without leaving their homes.
Educational flyers are an often overlooked lifeline for mortgage brokers and bankers. In addition to the marketing and cobranding opportunities they offer, informational flyers can also save loan officers precious time. Rather than taking phone calls to field the same questions over and over from multiple borrowers, a loan officer can share written explanations quickly and easily.
Options for educational flyers are endless. Common topic categories include:
- First Time Buyer Education
- Interest Rates
- Loan Mechanics and Processes
- Mortgage Planning
- Programs (such as FHA, VA, or USDA)
- Renting vs. Owning
To be most effective, mortgage marketing flyers should be informative, eye-catching and easy to read. The best mortgage CRM systems provide editable flyers with modern designs marketers can adjust to their company style. The graphics and the content—the actual words—will be provided. The ability to edit is vital so mortgage companies can ensure the language is compliant and aligns with their own processes.
Ideally, a mortgage CRM will offer the ability to share educational flyers digitally or through print. While online mortgage marketing flyers are vital in today’s digital world, printed versions still have their place. Some common uses include:
- Open Houses – For example, a loan officer might provide an educational flyer on low down payment options at an open house that’s expected to attract first time buyers. By cobranding the flyer with the selling agent, the loan officer effectively provides important, motivational information and two business cards in one place.
- Home Tours – Printed educational flyers can also be a useful tool for real estate agents as they take home shoppers to view listings. By bringing along a kit with educational flyers that answer typical homebuyer questions, the real estate agent can save time, provide understandable answers, and strengthen their relationship with the prospect. The loan officer who provides the cobranded flyers will be a star in the eyes of the agent and stay top of mind with the prospect.
- Homebuyer Seminars – Loan officers and agents often offer seminars to bring in clients and educate the community. Topics may include general homeownership, budgeting for a home, buying for the first time, investing in real estate, or credit repair. Printed educational flyers can serve as handouts or be included in a workbook.
- In-Person Meetings – Printed flyers can save time in meetings with prospects or in-process borrowers by answering common questions. They also serve as take-home reminders that reinforce the important aspects of the loan process. As the loan officer meets potential referral partners, printed samples of informational flyers will demonstrate the loan officer’s resources and ability to co-promote.
Mortgage Direct Mail Marketing
Like printed flyers, postal mail may seem out of style these days. But with all the digital messages constantly screaming at consumers, a warm greeting or even a clever solicitation in the mailbox can offer a nice break.
And if a trusted advisor sends just the right resource at the right time? Even better!
Read on for four tips and benefits for sending direct mail.
First, people like getting mail, and they’re more likely to recall the brand that sent it. There’s less clutter in a mailbox than in an email inbox or on social channels. And with less competition for attention, mailed messages are easier to focus on, comprehend and remember.
A compilation of direct mail statistics from various sources showed 41% of Americans look forward to checking their mail every day, including respondents of all ages. Furthermore, about 90% of direct mail pieces get opened, versus 20-30% of emails.
Direct mail is more memorable than digital. Immediately after receiving a direct mail piece, 75% of recipients can name the brand that sent it. Conversely, only 44% can immediately recall the sender of a digital ad. And direct mail captures an average response rate between 5% and 9%, versus only 1% of emails.
Second, mortgage marketing postcards stand out over other kinds of mail. According to the Data & Marketing Association, postcards get a higher response rate at 4.25%, while direct-mailed letter-sized envelopes garner a 3.5% response rate. Plus, they’re cheaper to mail than letters.
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Mortgage marketers find it easy to make an impact with a bold, colorful image on the postcard face and targeted messaging on the back. And recipients can view and comprehend them quickly and conveniently. A letter in an envelope may require the recipient to put other things down to open and review. They are not as likely to go to the trouble and receive the full message if it looks like just another marketing piece.
Postcards, especially large ones with colorful images, stand out from the crowd. Even if mailboxes are not as full as they once were, mail pieces may still find some competition. An odd-sized, sturdy card is less likely to get lost in the mix.
Mail Flyers Usps
Images that spark curiosity are even more likely to grab attention. Unexpected images that go beyond a generic home or people signing mortgage papers will likely lead to unexpected and memorable text.
Finally, because of the limited space, marketers are required to create succinct messaging for postcards. This practice makes it easier for recipients to grasp the message and understand the needed response quickly.
Third, there’s always a good time to send mail. Whether the goal is to earn repeat business, engage new borrowers, or build referral partner relationships, mailed pieces can help. Here are some ideas to consider.
- Birthday greetings
- Thank you notes to borrower, buying agent and selling agent after closing
- A mortgage checkup reminder sent around a borrower’s loan anniversary date
- Holiday greetings sent either as part of client for life campaigns or to groups of clients
- Educational or motivational messages to targeted groups (a reverse mortgage message for clients ages 62 and older or renovation financing options for current homeowners, for example)
- Cobranded cards for new listings or recent sales mailed to groups according to zip code
Fourth, direct mail marketing can be automated with a mortgage CRM platform. Just as with digital marketing, mailed mortgage marketing materials can be deployed automatically through a mortgage CRM. There are three primary ways:
- Mail can be sent to individuals through rules. For example, if a prospect completes an online form requesting information but does not respond to calls or digital attempts to reach out, a rule can trigger a “thank you for your interest” postcard.
- Recurring deployments can provide a set it and forget it option for a message that repeats on a regular basis, such as an annual reminder to check credit reports.
- Campaigns or workflows assigned to individual contacts can deploy mail according to set parameters. These are usually either within a timeframe (maybe three weeks after the start of the campaign), part of an event sequence (maybe after three emails have been sent), or on a certain date (such as a holiday or the contact’s birthday).
Intersection of Digital and Print Mortgage Marketing
Print marketing is most effective when combined with digital marketing, including email, text messaging and mortgage landing pages, in a multi-channel marketing effort.
A postcard or open house flyer may include a QR code or a unique URL, sending the contact online to a mortgage landing page. For an open house flyer, the landing page might be a single property site including photos, specs, neighborhood information, and mortgage calculators. The QR code makes the printed piece interactive, provides a call to action, exponentially expands the space for messaging, and enables the tracking of responses.
Mortgage calculators, online flyers and single property sites can allow site visitors to print a PDF version. Providing both digital and printed formats ensures contacts get the information they need in the format that serves them best.
Print marketing and digital marketing can also overlap to reinforce messaging. The image used on a mailed birthday postcard may repeat or complement the imagery used in an emailed card, for example. Similarly, emails that encourage contacts to consider a refinance can be reinforced with a mailer that repeats the message.
Important Reminders for All Print Mortgage Marketing
The mortgage industry brings its own challenges and opportunities to any type of marketing. The primary unique concern is compliance. All printed materials must allow space for appropriate licensing and disclaimers to appear conspicuously, per guidelines. Ideally, the mortgage marketing platform will allow standard formatting to assure required statements appear consistently on every piece.
The best mortgage CRMs will allow users to edit existing content or to create content from scratch. Importantly, they’ll also enable managers or administrators to review and approve edits or new pieces created by loan officers or other team members to assure compliance and company branding.
Printed mortgage materials are often cobranded with referral partners. Templates need to allow space to promote two professionals, usually with contact information, logo, and photo for each. It’s helpful if the mortgage CRM system used to create the pieces addresses value sharing, per RESPA requirements.
When it comes to meeting print and digital marketing needs for mortgage lenders, Top of Mind’s Surefire CRM brings the tools, industry specialization and experience to make implementation easy and effective. Our team would love to give you a tour!
Solutions by Team Size
See why Surefire CRM is trusted by mortgage professionals ranging from small broker teams to credit unions to large independent mortgage bankers.
Individual loan officers can harness the power of Surefire to perform like a large enterprise while maintaining the personal touch their clients appreciate. Like an extra employee, Surefire CRM will gather leads, nurture them, help you close more loans and earn more repeat and referral business. Open and solidify referral relationships by truly standing out to real estate agents with professional property sites, co-marketing materials and more.
Larger organizations with multiple team members will benefit from the organizational structure of Surefire as you’ll be able to assign users to branches and centralize your marketing and communication from one system. Plus, you can easily deploy award-winning marketing messaging on behalf of your LO team members without them needing to lift a finger.
Larger enterprise organizations benefit from key integrations to their technology stack, including their LOS, POS, and more. This seamless integration gives them a leg up against the competition. The system structure also makes it easy to manage branding throughout the organizational hierarchy. Plus, improve hiring and retention by offering LOs easy-to-use tools that will want them to stay part of your winning team.