When was the last time your print marketing strategy was freshened up? When was the last time you looked at your creative approach, value proposition, and media mix with fresh eyes? If it’s been a while, maybe now is the time. Here are three areas to consider.
- Does each tactic prove its worth?
Technology is cool, but don’t throw new things into the mix just for the sake of doing it. Test, evaluate, and incorporate new components in ways that create results.
Say you make your first contact with a customized postcard, direct mail letter, or self-mailer that drives the reader to a personalized URL. Offer the option of connecting to the site by either entering a web address or scanning a QR Code. Track your metrics to see which channel recipients do and do not respond to.
No matter which response mechanisms you use, be sure to look at more than top-line numbers. You might think that a response rate is “low” until you discover that it gets the most responses from a segment of your target audience that is particularly important to you.
- Demographics are important — go further. It may be tempting to base your marketing efforts on the most readily available information, such as gender, age, and income. For the best results, however, take it a step further. Seek to understand what your prospects care about.Today’s consumer wants to be an individual, not a segment.
- Track and measure your results. Which elements of the campaign do you track? How do you determine a “response rate”? Is it a click or a scan? Is it the completion of a form or a purchase? Connect your marketing goals with clear metrics, so you know which of your marketing efforts are working and which are not.
Marketing is about results, and consumers often respond to different tools and tactics at different times. Track, test, and measure so you can keep up.
Combine direct mail with email is a great way to increase response rates. Here are three ways to manage the timing to turbocharge your results.
- Use email to follow-up to nudge response.
Email makes a great reminder for your direct mail pieces. Drop your postcard or letter. Then, while the piece is still fresh in people’s minds, use email to nudge them to respond. When one manufacturer wanted to invite customers to an in-house seminar, for example, it paired a dimensional mailer with two follow-up emails. The company received an 18% overall response rate.
- Use mail tracking to optimize email timing.
Using mail tracking services, you can determine when the mail piece actually arrives at the recipient’s home or office, then time your email to arrive at the time that testing has determined will be most effective.
One B2B marketer split its email blast into two groups and conducted an A/B test. The first blast arrived on a predetermined day regardless of when the mail piece actually arrived. In the second blast, the mail drops were tracked and the email was timed to arrive exactly one day later. The timed follow-ups showed a 4.7% lift in response.
- Send email first to save on postage costs.
Did you know that you can optimize your postal costs by sending an email first? Anyone who responds to the email blast can be removed from the direct mail list. This saves you print and postage.
In one alumni campaign, a university sent personalized emails based on area of study and graduation/reunion year. It followed up with a direct mailer personalized with the same information, but only to people who had not responded to the email. Not only did the university save money on print and postage, but it achieved an 8.5% response rate.
Email makes a terrific partner to direct mail campaigns, whether sent in advance of the mailing or as a follow-up. Looking for ideas for making the ideal one-two punch? Give us a call.