Through the years, there’s been a huge advancement in how businesses communicate with their clients. Today, every business uses different platforms to send out messages, including emails, phone calls, social media, SMS, web conferencing, and instant messaging, just to mention a few. As the online shift becomes more and more popular, many businesses aren’t aware that direct mail has become more special in this era, precisely because clients receive it rarely these days.
Research shows that businesses still can’t nail effective communication even with more technologies available now. Effective communication, especially with customers and partners, is essential for the success and growth of your business. Adjusting and exploring the different modes of communication will help you improve on grabbing the attention of your customers and connecting with them at a personal level. One previously popular option worth trying (again) is sending direct mail to your clients.
To give you a further idea, here are some ways to use mail in your business:
Use Marketing Twofer
To be successful in your business, you can use a pair of two platforms, such as direct mail and email marketing, to give a client the chance to pick whichever option is more convenient to receive.
Research shows that direct mail marketing works best with email marketing. If you send emails to your clients and then days after, you send them a direct mail, your brand awareness will grow. Not only does direct mail allow you to reach more of your target market, but it also offers you an opportunity for personalization. For instance, including a handwritten note uniquely addressed to your receiver will make them feel appreciated and always look forward to receiving your mail.
Nevertheless, as for email, also known as electronic mail, you’ll not receive anything physical. Email is delivered to your digital inbox where you can view, respond back to, and even forward messages easily.
These two modes of communication are complementary to each other. When creatively integrated, businesses may make huge success through them. For more effective implementation, you might want to send a promotional email to your subscribers to let them know about your current offers. Then, you may send a follow-up direct mail campaign to remind your customers or prospective clients about it. Make sure to add your business website, trackable phone numbers, or QR codes to the physical mail which they may access to connect with you in response to your message to them.
Comb Your Mailing List
Your mailing list can make or break your campaigns. It’s important to make sure you’re reaching out to clients who actually need your services. With that, you should send out a mail piece that will instantly convince the receiver to take a closer look. For every mail that you’ll send, make sure to include your business identification, a call to action (CTA), and a means by which customers or prospective clients may contact you back.
If you’re able to get a hundred percent response rate, you’d be a direct mail genius. Don’t just download a list from a certain area’s data service of property owners and send out a thousand pieces of mail to them all. Chances are most won’t be interested and your pieces of mail will only end up in the trash. However, you can wheel down your client list intentionally and sieve it to retain only your specific clients or interested prospects.
Utilize A Unique Channel Of Delivery
You might already have a message that you know works. Your copywriting is very good and people’s response to your message is great but your mode of delivery isn’t quite there yet. If you want to send out pieces of mail that are very hard to ignore, you might consider using unique delivery options; the channel is an important aspect of a creative marketing strategy.
For instance, you can wow your clients with video in-print. You can prepare the classic quality of printed greeting cards, invitations, and promotions with the compelling ‘wow factor’ of digital video and media. These can be elegantly printed with your choice of graphics on a large LCD screen that displays images and video with sound!
Have Unique Designs
When a potential client checks their mailbox, the last thing you want is for your mail to be immediately tossed aside as junk. One way to deal with that is to make your mail eye-catching enough to be irresistible.
Add some texture to your mail. Design a compelling mail that stands out. Some design ideas include the use of embossed lettering, 3D mailers such as box tunes, or 3D designs. These will pique your customers’ curiosity and prompt them to open your mail.
Always Test Your Market
A data-driven approach in business management is important for the success of your venture. You can gauge your direct mail’s success by measuring its performance in the market. Direct mail testing means running experiments to refine your campaigns, identify new markets, and customize messages and offers to these new markets.
It’s necessary to take specific measures in improving the modes and channels of communication available to your business. Exploring both the new and existing means of communication can be helpful in identifying which works best for your business. Direct mail marketing is a good example that can really boost your sales and profit if executed correctly.
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