Skip to main content

Direct Mail Marketing



4 Ways to Use Winning Content to Produce Effective Direct Mail Marketing

In fact, it sells so well that most brands rely on a proprietary combination of traditional “salesy” advertising and more creative, education-focused pieces. How many times do you receive an offer to download a whitepaper, read an intriguing article, or watch an exclusive behind-the-scenes video, for instance?

These fall under the umbrella of content marketing, and they’re useful. But they also beg this question: Does successful content have to be virtual? In a perpetually busy digital world where everyone’s inbox is chock-full by 8:02 a.m., the answer is definitely “no.”

Ideally, positioning and delivering relevant content should exist across numerous channels, both online and in the tangible world

That’s where mail comes into the picture as an effective, profit-producing delivery system. To be sure, sending 100,000 direct mail advertisements doesn’t have the immediacy of blasting 100,000 emails. However, call-to-action conversions tend to be higher for direct mail marketing. Plus, consumers appreciate getting a handwritten note in the mail more than receiving the same sentiment via text. After all, mass digital messages are often missing a human element.

Improving Return on Ad Spend With Integrated Digital and Direct Mail

Of course, you can’t (and shouldn’t) just ditch your digital marketing. You simply need to develop a content strategy that flows seamlessly from digital to print and vice versa. When you strike a perfect rhythm, you’ll see a noticeable boost in your returns.

So what should you send to prospects? Ideally, your offline marketing content should mimic the overall aesthetic of your brand. But it also needs to be insightful, interesting and targeted to really add to the customer experience. That’s where following a few techniques for developing engaging direct mail advertising comes into play. Here are a few great ways to start:

1. Look toward top-performing digital content for ideas. To create mailer content, look first to your high-return digital collateral. Which webpages, case studies, infographics, and blog posts continuously generate interest, sales, or new customers? Are there any elements on your website that appeal to viewers as shown by heat mapping software? The content on those digital pages obviously has merit, so feel free to repurpose it in your offline messaging. Just make sure any content you upcycle has relevance for your audience and translates well into the printed piece you’re sending.

2. Draft up a suitable CTA for mailed items. Of course, the CTAs you use for online content (think swiping or clicking) aren’t suitable for direct mail recipients. Instead, you’ll want to pick a CTA that’s intuitive for offline. This might mean asking the recipient to schedule an appointment, use a coupon, request a quote, or fill out a survey. Spend time brainstorming CTAs that not only make logical sense for the medium but also help your team achieve its goals. And don’t forget that it’s fine to have your audience jump online to a special landing page to add a digital — and trackable — element to their experience.

3. Engage recipients with QR codes and microsites. Engaging elements are a winning solution for any type of content marketing. So if you want to surprise your print mail recipients, embed a QR code in whatever they receive. QR codes are gaining prominence with shoppers who are spending more time at home (and are therefore more open to receiving interactive content marketing). When consumers scan a QR code, they should have a mobile experience that seems to be constructed just for their individual tastes (e.g., a recommended list of articles or videos).

4. Spark further interaction with scratch-off mailers. Scratch-off mailers might be the ideal solution for your direct mail marketing campaigns because they truly entice consumers to engage with your pieces. You can place anything you want under the scratch-off surface, such as a link or special discount generated via variable data printing. In fact, you might be incredibly surprised at the results this kind of gamification can bring you!


Click here to get instant access.

Comments

Post a Comment

Popular posts from this blog

52 Work From Home Jobs for you

  52 Work From Home Jobs Paying as Much or a Lot More Than the Average UK Salary. The money can be pretty good but you're on your own. For some people that's the best part. 1. Affiliate Marketer  When the visitor clicks the affiliate link and buys the book, Amazon will pay you a percentage of the sale. People love affiliate marketing because they can start earning money passively with few startup costs. 2. Animator Are you an artistic and creative individual who is able to create animation and visual effects for television, movies, video games and other types of media? 3. Baker/Caterer/Chef If you have a knack for baking or cooking, then turn your passion into a side business. From your own kitchen, you could start a catering business or become a personal chef. If you're a baker, you could sell you goods to friends, neighbors, online or at local farmer's markets. 4. Blogger Blogging is inexpensive and easy to start doing. It could be as simple as you just writing about ...
Post a Comment
Read more

Building Websites

  How To Make Money Building Websites. If you have experience building websites, you have the potential for a great side hustle or even the ability to leave your traditional 9-5 job behind for flexible, enjoyable self-employment. But the biggest question for most people when evaluating how to make money building websites is how to get started. We’ll explain step-by-step how to get started and make a profit with building websites Do you know how Does Making Money with a Website Work? If you have skills in website design can make money because not every business owner has the time or ability to create their own website.  Generally, the cost for building a website is a flat fee that you charge for setting everything up for the customer. Then you hand off the final product for them to manage or you can charge a monthly fee to manage the website moving forward. Alternatively, you could build a website and use it to generate side income. The best way to do that is to set up ads and ...
Post a Comment
Read more

Buying and Selling Stuff Online

  Interested In Buying and Selling Stuff Online? Here’s How You Can Start Out Buying and selling stuff online can be a great way to make money. It’s a comeback of the flea market world, made more convenient through the web. And if you’re into buying and reselling, you can find numerous items to flip on eBay. There is a lot of stuff out there to be sold both online and offline. Selling stuff online can be even more fun and addicting but you have to understand that there are a lot of gains and losses especially when your business is just starting. Let’s take you through the journey and how you can set yourself up for success. 1 First Identify Or Create Products That Solve A Problem If you want to make money selling online, you’ll need to select or create products that solve a problem. Solving problems is the best way to make money. Find products that solve a problem and you will never run out of customers.  For example, if you are creating or improving an existing product (or se...
Post a Comment
Read more