“People don’t throw out the mail—everyone is trying to find a way to use it as part of a multichannel campaign,” says John Sisson, president, HBT Inc.
Marketers who are utilizing direct mail are getting more clever about who they mail to, says Sisson. “Acquisition is happening more effectively, because data has gotten better—marketers are building models based on their own best clients and overlaying data to create segments of the folks who are the best fit based on response or lifetime value.
“As we become more and more addicted to smart phones, it can be a nice departure to look at mail,” says Grant Johnson, chief measurable marketing officer, Responsory, noting etailers like Amazon are turning to direct mail to create awareness and response around key times like the holidays. And while Starbucks loyalty program is heavily powered by its mobile app, the company still sends physical cards to members at certain status levels, to make them feel special.
“With the oversaturation of electronic channels, better production capabilities and rise in automation, everyone is getting back on the direct mail bandwagon and trying it in different ways,” says Johnson.
“From a haptic standpoint, direct mail is more memorable, because you’re able to immerse yourself in the content because it’s tactile,” agrees Lianne Wade, vice president, marketing, Universal Wilde, noting that new tactics such as UV inks, lenticular printing and 3-D pop-ups are offering new creative opportunities.
Here are seven tips for getting noticed in the mailbox:
“Think about what you are trying to sell and who is your customer,” says Wade. “What is the value of your relationship and how does it fit into other channels? We’ve had success sending warm-up emails to let people know a package is coming, so they’ll pay attention [when it arrives].”
“Sending one direct mail piece is not a campaign—you want to have multiple touches to engage [prospects,] because you know your audience isn’t paying attention to just one channel,” says Sisson.
“People expect personalization today, and if your data is bad, that can do more damage than benefit,” adds Wade.
Source: Beth Negus Viveiros for Chief Marketer