Empower Your Direct Mail With Mobile

Direct mail marketing has been around for a long time; it’s sometimes thought of as the “old goat” of marketing. Over the years there have been many changes in the way we use direct mail for marketing. Slapping a resident label on a card and mailing to everyone in your city does not cut it anymore

Direct mail marketing has been around for a long time; it’s sometimes thought of as the “old goat” of marketing. Over the years there have been many changes in the way we use direct mail for marketing. Slapping a resident label on a card and mailing to everyone in your city does not cut it anymore.

Some of the best practices that have been in use for a while now are listed below. By using some or all of these, you can help keep your direct mail more cost effective and easily increase your ROI.

  • Targeted mail lists: There are so many ways you can really define your best prospects.
  • Mail tracking: Know when your mail delivered so that you can follow up.
  • Creative designs: Stand out in the mail box.
  • A/B testing: Really track results on what messaging and formats get the best response.

Since many people now spend more time on their mobile devices, you can use your direct mail to catch people on the go. In this day and age, we can empower our direct mail with technology to drive an even greater response.

When your direct mail has the latest technology, you let the recipient into the driver’s seat of your marketing. You allow them to pick and choose the information they are interested in at that moment. You can incorporate mobile marketing into your direct mail by using some or all of the following, as easy gateways to online information via recipient’s cell phones.

  • QR Codes: Directs them to a landing page with an offer, a way to buy or more information.
  • Augmented Reality: Use your imagination to create a powerful experience.
  • NFC: Near Field Communication can be used to drive mobile devices where ever you want to with a tap or touch between the phone and an embedded chip.
  • PURL: Unique and personalized landing page created especially for each recipient.

By adding these instant response methods, you increase the opportunity to catch someone in the moment as a hot lead, if not a sale. After all direct mail influences 76 percent of internet users to buy a product or service online (Exact Target), so you need to make sure that you are driving that online engagement. Creating the mobile optimized landing pages for recipients to gather more information, make a purchase or share ideas with others is a must with each direct mail campaign you do.

Thirty-four percent of consumers search online for more information about a product or service when receiving direct mail from a brand they are interested in (Direct Marketing Association). Don’t you want to be the one controlling the information they see, rather than Google? When you create the landing pages and supply all the information, your competitors are not there to distract from your message, you are in control. Some helpful tips to keep in mind when creating the landing pages are below.

  • Use the same design theme as the direct mail piece for a consistent look.
  • Ask for minimal information in order for them to download or signup for something, basically name and email address.
  • Allow them to make a purchase from the mobile landing page.
  • Make the call to action simple.
  • All the messaging on the landing pages need to follow the lead of the direct mail piece. If you switch gears on the landing page, it will be confusing to the customer/prospect.

By empowering your direct mail with choices and ways to gather information, you are empowering your customer/prospect to make a quick and easy decision on your call to action. This means your direct mail will need to have a clear call to action with more than one way to respond. It is vital that you incorporate mobile response devises now, because mobile users are growing rapidly and along with them mobile purchases. Your direct marketing company can help you to create the landing pages and the QR Codes, Augmented Reality, PURL’s or NFC. Incorporating the mobile response devices does not have to be labor intensive for you.

4 Hi-Tech Direct Mail Tricks

Marketers continue to use direct mail in 2014, because it still leads in  ROI. However, traditional direct mail marketing is changing. We can  “tech up” direct mail to meet the needs of recipients and to increase  that ROI even more! By adding technology, you can spice up the direct  mail, create a wow factor and make it even easier to respond

Marketers continue to use direct mail in 2014, because it still leads in ROI. However, traditional direct mail marketing is changing. We can “tech up” direct mail to meet the needs of recipients and to increase that ROI even more! By adding technology, you can spice up the direct mail, create a wow factor and make it even easier to respond.

Here are four ways to “tech up” your next direct mail campaign:

  1. QR Code: At this point most everyone has seen a QR Code in a magazine or other ad (little box with squares in it). You can create personalized QR Codes so that the content is unique to each person or just generic for that campaign. This landing page content can be changed and updated as needed, creating an easy way to keep people coming back for new content. Make sure your content is mobile-ready since the recipients will be using a mobile device to scan the QR Codes.
  2. PURL: A personalized URL will provide a personalized landing page and content as you need it to. This should be setup with dynamic formatting—in other words, the landing page should work for both mobile users and desktop users since the URL can easily be used on both devices. You can even use the same page as the QR Code to save on costs if you are providing both on your direct mail as a means of response. This provides the recipient with the choice of which method they prefer.
  3. Augmented Reality: This can be a very sophisticated technology. Having an image come to life and be manipulated by the recipient is a very powerful wow factor. You do not have to go all out here if your budget does not allow it. You can create a great user experience without breaking the bank. Keep the recipient in mind when designing: What will they want to see, get out of it and like? This will take time and testing to make sure that a wide array of phones display correctly, and that you are conveying the correct message.
  4. NFC: Near field communication is the next great technology. Most cell phones that are now coming out have the NFC capability (iPhone still does not). This allows the user to tap their phone to the mail piece and launch the content you provide them. No scanning or application download required, which makes it better for the recipients. This is another sophisticated technolog,y and just new enough that it can be really exciting to recipients.

These “tech ups” do not have to be big budget items. Plan out your strategy and talk with your direct marketing company. They can help guide you through the process as well as steer you toward ways to keep costs down. Creating the bridge from the offline direct mail to the online content is a great driver of response. Keep in mind you still need the basic elements of direct mail. A good list, a good design and a strong call to action are a must. If any of these are lacking, your response will show it. You will also need information on how recipients can use the technology and then provide them with strong content to view. If the content is not well designed or planned out then the whole process will be a waste of time.

Get Your PCRM On!

Never heard of PCRM? Well, that’s because it doesn’t exist—not yet, anyway. But it should. For those who are unfamiliar with Customer Relationship Management, or CRM, it describes a strategy for managing a company’s interactions with customers and prospects. The key to any CRM program is that interactions are with your customers and prospects—and that means you know something, usually a lot, about them.

Never heard of PCRM? Well, that’s because it doesn’t exist—not yet, anyway. But it should. For those who are unfamiliar with Customer Relationship Management, or CRM, it describes a strategy for managing a company’s interactions with customers and prospects. The key to any CRM program is that interactions are with your customers and prospects—and that means you know something, usually a lot, about them.

And as any experienced database marketer knows, knowledge means power—power to tailor the marketing message based on what you know or learn. Essentially, it’s a marriage of marketing and data. Unfortunately, however, many CRM programs miss the boat when it comes to taking advantage of this fact, and fail to communicate with customers and prospects on a 1:1 basis. Hence the need for Personalized CRM, or PCRM, instead.

Personalization is important because, let’s face it, we live in an age of information overload. According to an article in the New York Times published in 2007, at the time Americans were exposed to 5,000 ads a day—and it’s safe to say that number has continued to climb since. And unless you’ve been living under a rock for the past 10 years, this fact has been painfully obvious. For marketers, it’s meant a steady and inexorable decline in response rates across the board, in an increasingly futile attempt to get the attention of a distracted populace. How pronounced has the decline been? While a 3 percent response rate might have been the gold standard for a prospecting direct mail campaign 10 years ago, for example, today it hovers at around 1 percent, according to the DMA.

One effective strategy to cut through the clutter is personalization, or 1:1 marketing-a strategy you should be implementing across the board on all your CRM initiatives. Think about it: These are your customers and prospects, and you’ve captured tons a data about them. You know when they became customers, and how. You know what campaigns they’ve responded to, banners they’ve clicked, emails they’ve opened, and so on. You know their gender. You may even know their birthdays. So use this data to drive personalization!

When it comes to implementing 1:1 communications, the good news for marketers is two-fold. First, in our multi-channel world there are increased opportunities to add a personalized touch to your communication strategy; email, direct mail, landing pages and mobile can all be personalized based on your CRM data. Second and perhaps more importantly, the past few years have witnessed a proliferation of new and exciting technologies that make it ridiculously easy for rank-and-file marketers to communicate on a 1:1 basis, much of it not requiring any IT support.

Direct mail, for example, can now be personalized using Variable Data Printing (VDP) software, a technology used by virtually all digital printers in business today. Never tried it? Well, maybe it’s time you did, as the days of ‘spray and pray’ are long gone. And although VDP may be more expensive than traditional offset, the improved response rates can mean improved ROI. On the Interactive side, email marketing and demand generation software have grown up to the point where it’s a snap to personalize both images and text in an email message based on profile data, not to mention trigger multi-touch drip-marketing campaigns based on lead scoring.

When driving customers of prospects to the Web, keep in mind that a personalized landing page can convert traffic up to five times better than a generic Web page ever will. The fact is, keeping customers and prospects focused on the marketing message interlaced with personalized content is a winning combination.