Direct Mail Partnered with Integrated Marketing
Studies clearly demonstrate why marketers can still rely on direct mail to deliver results. Some of these results are driven by direct mail’s unique, established attributes: It’s portable, it’s measurable, it’s tangible, and you can manage it. But direct mail’s ability to support and enhance new marketing techniques is making it even more successful. Direct mail is now a significant component of the most effective marketing approach called integrated marketing. Integrated marketing simply means that direct mail is partnered with its digital counterparts to reinforce the message in a unique way. Examples of successful integrated marketing efforts include businesses sending a mail piece that includes an offer redeemable on a web site. The direct mail piece and the web site have been designed to perform as two parts of the same campaign. Today’s direct mail can be as attractive and interactive as any of its digital counterparts especially with newer tools developed to reinforce the integration.
While integrated marketing has changed the rules slightly, it’s important to keep in mind the tried and true key components of a strong and successful direct mail campaign. The key components of an effective direct mail campaign include:
Clear Objective: The objective and goal of your direct mail campaign will greatly influence the messaging and the offer. The objectives can vary from building awareness, lead generation, or thanking customers for their loyalty. Each of these objectives has a different goal, and needs tailored marketing messages and offers to get the best results.
Marketing Message: With objective and goals understood, the next step is to define the marketing message. As an example, if the objective is to generate leads, the marketing message needs to convincingly state the competitive advantages and benefits a customer will receive when they choose to do business with your company.
More Than One Mailer: A single direct mail piece can’t be counted on to meet all your objectives. Seasoned direct marketing professionals rely on a series of direct mail pieces to reinforce the messaging, and to give it time to achieve the best results. The Direct Marketing Association tests show that a mail campaign must be delivered at least four times to pull the desired rates.* DMA Study June 2010.
Offer and Distribution: A strong offer included in the direct mail piece has to be compelling and ideally demonstrate the value of your business. If it’s designed to bring new customers to your pizza shop, a coupon for 10 percent off the first visit is an example of an offer to potentially convert prospects into—at the very least—trial customers. Another option is to utilize integrated marketing techniques to send the direct mail readers to a specific landing page with the coupon offer details.
The other key to ensuring that your offer is well received is the distribution of your mail piece—the list. The more targeted the mail piece is to your ideal business customers, the better its performance. Understanding your audience by shopping habits, location, or other demographic data will ensure that your message reaches the most receptive audience possible. The mail list is the most important part of all the direct mail components, and merits the maximum time and budget on its selection.
Metrics: Identifying how the results will be measured and defined a success is important in planning the direct mail campaign. The measurements can include tracking of the sales or responses received from the specific mailing. Totaling the sales from the mailer divided by the direct mail execution costs will provide the campaign’s Return on Investment (ROI).
Let MCC set your organization up with the tools necessary to help implement your next direct mail campaign. Contact us today for a consult.