How to Re-engage Your Customers with Direct Mail

In a recent post we discussed whether direct mail (DM) is still an effective marketing tool for businesses. While digital marketing is extremely useful and businesses like NGP Integrated Marketing Communications will be able to help you with digital strategies, the importance of direct communication is still evident. Based on the evidence it is clear that DM is effective as it provides access to a wider range of demographics and the sheer fact that, due to the over-use of email marketing, DM is experiencing a resurgence. Businesses are synchronising direct mail software with analytic and marketing management software like a HubSpot Mailchimp integration, research more into how this type of integration could improve your business in many areas.

Maximising the Lifetime Value of a Customer
One of the most important success factors for any business – particularly one who operates in a B2B environment – is customer retention. Repeat business increases the lifetime value of a customer, increasing the ROI of all marketing efforts.

But how do we ensure a customer is retained, beyond providing high quality products and services?
To explain how direct mail can aid in customer retention, let’s take an example from a far newer medium – digital marketing. Many digital marketing channels do not have a direct ROI attributable to them because, due to the number of touch points with the customer, it’s difficult to attribute sales to any particular channel. But does this mean companies don’t rely on social media or content marketing to drive sales? Absolutely not, because tools like these help to promote brand awareness which, in turn, increases customer trust and loyalty. Take a look at a site like https://www.salesforce.com/research/customer-touch-points/ to see how companies keep in touch with their customers. This point of contact is very important for brands and their consumers.

Direct mail can be used in the same way. We offer a gentle reminder that our brand still values them as a customer and that we potentially have a great offer for them. Combine this with personalised offers or re-marketing and you have an extremely effective way of retaining your customer.

How to Ensure Your Direct Mail Re-engages Your Customer:
Offer a discount or Promotion – Your direct mail should offer a range of high-quality information, but it should also add value beyond its content. There is a reason that companies the world over continue to use discounts as campaign tools… because they’re still effective! Offering a special offer may just be the incentive your customer needs to stick with you. Remember, by using variable data printing (VDP) each customer or group of customers can have their own discount code, meaning the success of your DM campaign can be tracked incredibly accurately.

Targeting – Targeting a direct campaign means two things – both the accuracy / relevancy of your mailing list and the personalisation of the material itself. VDP can be used to personalise each letter, but when it comes to your mailing list remember that more is not always better. Be sure to mail only those who have expressed an interest in your product/brand, or those whose profession or demographic implies a direct interest. When it comes to existing customers, we can be confident that they are relevant leads, so personalising their messaging makes them feel appreciated as a customer, increasing the likelihood of retention.

Integrate Strategy – Don’t isolate your marketing efforts. Investing in an array of marketing channels often provides synergetic results when executed properly. Leveraging messaging used in other channels helps to further increase the brand awareness and trust mentioned above. If your existing customers and potential customers alike are consistently reminded of the services you offer, they are more likely to purchase (again).

QA / QC – Using an experienced direct mail company will ensure than the materials themselves are all to a high-standard, but remember to check and triple check all of the content. Once your customer receives your marketing materials through their letter box, any errors in grammar or spelling can be disastrous for your brand.

If you adhere to the above guidelines and keep all of your messaging on-brand, there’s no reason why you can execute the perfect direct mail campaign and maximise the lifetime value of each and every customer. Beyond that, why not use direct mail as an acquisition channel too! Contact us today to find out how.

At Positive we provide the complete direct mail solution. From data cleansing and management to personalisation, printing, stock management and delivery.

All of our services are carried out on site to provide a seamless, cost efficient and high quality campaign.

Call us today to discuss your next direct mail campaign on 020 8544 5500 or email hello@positiveimagesuk.com

For further information visit our direct mail page.

5 Advantages of Direct Mail

Ever since mail has been delivered to people’s doors, it’s been one of the most effective ways for brands to get in touch with their customers. However, since the emergence of email marketing, direct mail marketing has taken a more reserved place in the world of promotional content. That does not necessarily mean that direct mail marketing is not useful, and it does not mean that email marketing is a better form of marketing. In a post on his website, John King shows an interesting twist to direct mail marketing that can help maximise profits on a direct mail marketing campaign. For many people, direct mail is still the superior form of marketing. Here are 5 key advantages of direct mail marketing:

1.Direct mail is opened

According to FastMap, 9 out of 10 people open direct mail. Whereas email open rates range from 14.05%- 28.8% (MailChimp).

2.Direct mail makes people act

Direct mail is the most likely form of communication to get a response from a customer. It comes as no surprise now when businesses use solutions such as a handwritten letter service to get the attention of their audience, especially as this can be seen as an effective way to get campaigns seen and read. Response rates range between 54-83% of all mail opened, depending on the relationship with the sender (Print Power).

3.Direct mail is memorable
In Kantar Media’s TGI survey, 80% of respondents said that they can remember seeing or reading advertising mail sent to them in the last 4 weeks (TGI Kantar Media, 2014).

4.Direct mail is trusted

Between 7 and 8 out of 10 people think print is twice as trustworthy as its closest rival- email- as well as providing better personalisation and content than any other medium(Two Sides).

5.Direct mail increases ROI

Royal Mail research found that when mail was included in the marketing mix, the total communications ROI increased by 12%.

At Positive we provide the complete direct mail solution. From data cleansing and management to personalisation, printing, stock management and delivery.

All of our services are carried out on site to provide a seamless, cost efficient and high quality campaign.

Call us today to discuss your next direct mail campaign on 020 8544 5500 or email hello@positiveimagesuk.com

For further information visit our direct mail page.

Related blog articles:

Is direct mail still effective?

How to Re-engage Your Customers with Direct Mail

Positive Images CBC accredited for direct mail

Is direct mail still effective?

The emergence of technologies such as the internet and email revolutionised the marketing industry back in the late 90s, providing new acquisition channels for marketers to reach their target audiences. More recently, social media platforms have been providing fertile ground on which tech-savvy advertisers can promote their products – it seems that ‘electronic word of mouth’ is the name of the game in digital marketing these days. With sites emerging like RangeMe, where suppliers can promote their brands to buyers and top retailers, and buyers can access products easily, it’s no surprise email marketing is coming to an end.

New Demographics Represent New Markets

Given the rise and rise of digital, one could be forgiven for assuming that traditional marketing techniques such as direct mail are no longer relevant. However, this is just not the case. It’s estimated that only 45% of older people have access to the internet – that’s a rather large demographic to be missing out on if you discount traditional mail-outs entirely. Businesses will have to analyze their own product and demographics using data capture tools, then decide for themselves what marketing strategies will be the best for their business and product uniquely, no two businesses can keep to the same model and expect success.

This is exacerbated by the fact that older people often of higher levels of disposable income than their younger counterparts, making them a more lucrative demographic. So for those still disconnected from the online maelstrom, direct mail is the only option for marketers. It’s also worth pointing out that a staggering 48% of the population in the UK responded to direct mail, according to figures from Central Mailing Services 2013.

Targeted Campaigns

The main drawback of direct mail in the past has been that it lacked any real targeting – a consumer is only too aware that thousands of other people receive the same letter. However, with modern advances in digital printing and variable data printing (VDP) direct mail can feature graphics and text which vary on a print by print basis. This means that your direct mail campaign can be targeted to an interest, a location and even a name, just like modern email campaigns!

So why not email?

Emails have been central in most marketing strategies, since the birth of the internet, or at least since the mainstream adoption of email. Unfortunately, excessive spamming, email scams and computer viruses have caused many to be cautious of promotional materials that wind up in their inbox. The estimated 300 billion emails which are circulated throughout the world on a daily basis have also caused scepticism amongst users, when it comes to promotions. It therefore seems evident that direct mail still has its place.

Direct Mail is Still Effective

To start with, direct mail is tangible. Delivered directly to a customer’s door, the recipient is able to interact physically with a piece of mail. This means they are far more likely to give serious consideration to its contents. There is also a certain familiarity with regards to promotional material that comes through the letterbox. People have become accustomed to this kind of marketing which encourages a certain trust.
Despite the internet, social media and all the attendant bells and whistles that go with them, direct mail is still a very useful, cost-effective marketing tool. In its heyday the only downside for any serious marketer was the lack of targeting – now this can be addressed and refined there really is no reason for a business to ignore direct mail as an effective customer acquisition channel.

For further advice on the benefits of direct mail or any aspects of Print Project Planning please contact Danny Sullivan by emailing danny@positiveimagesuk.com