INCREASE YOUR IMPACT OF DIRECT MARKETING BY EMBRACING NEW TECHNOLOGY PLATFORMS.
Mail Boxes… We open them every day to find birthday cards from our parents and wedding invitations from distant friends. Most of the time however, the mailbox is over flowing with utility bills and coupons. How nice would it be to have a “Spam” mailbox outside of your house to separate the mail that matters from the mail that wastes our time? Just a thought.
The Internet has grown faster than any other medium and successful Direct Marketers understand the benefits of executing multi-channel advertising campaigns, however, the traditional way of direct marketing is not dead. It has just mailamorphisized.
We recently created a list of 25 steps to avoid a direct marketing disaster. From creating an effective mailing list, offering an offer that cannot be refused to developing eye catching pieces, we outlined what we use to achieve our direct marketing success.
These 3 out of our 25 steps must be executed in the digital world and here is how to make your direct marketing stretch across multiple channels and increase your ROI.
- Integrate a microsite that supports your campaign: Give your audience an online destination to learn more about your “special offer”
- Use a QR (quick response) code to drive traffic to your micro-site.
- Integrate your brands social media networks with the direct mail piece: Start a conversation on facebook about your upcoming sale or promotion.
Here is a quote from Deliver Magazine that gives hope to the traditional way of direct marketing.
“A recent consumer channel preference study by Epsilon Targeting found that “60 percent of U.S consumers enjoy checking the mailbox for postal mail, and, compared with e-mail, direct mail is their preferred channel to receive financial service information”
It’s no surprise that the USPS released findings that supports their business. These results tell us that people do trust what they receive in their mailbox and that traditional direct marketing remains a successful channel to increase brand awareness and spark new business. But with todays internet frenzy and constantly connected audience, direct marketing goes beyond the mailboxes in our front yard and into the digital world.
We must give legs to our direct mailing pieces and integrate new technologies into the call to action. Mail has been around for centuries and advertisers and marketers reach millions of customers every year through the stamp licking process. We have one word to help you wrap your mind around the new world of direct mail: Mailamorphisis.