It may come as a surprise, but you likely already have everything you need to increase response rates on your next direct mail campaign. The first party data you collect regarding your customers has the potential to capture the attention of your audience faster than you can imagine. Leveraging your first party data is easier than you think, too. Here are a few key ways you can use your customer data to increase response rates of your next direct mail campaign:
It may come as a surprise, but you likely already have everything you need to increase response rates on your next direct mail campaign. The CRM insights you have regarding your customers has the potential to capture the attention of your audience faster than you can imagine. Leveraging your first party data is easier than you think, too. Here are a few key ways you can use your customer data to increase response rates of your next direct mail campaign:
You Can Use Your CRM Insights To Provide More Compelling Updates
Your audience won’t say it, but one of the reasons marketers often struggle getting the response they want is because you aren’t giving them messages worth responding to. Although that might be tough to hear at first, providing audiences with relevant updates that may motivate your audience to respond. Here are a few ways you can do that:
No one enjoys attempting to purchase a new product only to find that it’s been sold out. Such an experience is frustrating enough that it could send once loyal customers directly to a competitor. That’s the benefit of sending postcards alerting your audience about when products they’ve purchased in the past have been restocked.
Suggestions for Next Time
Getting a purchase from recipients is always wonderful. But it’s never too early to get them thinking about returning. And offering suggestions about the other great products you offer could get recipients engaging with your brand again sooner than you think.
You might have products or services in store that have only recently become popular with customers. Obviously there must be a reason for that. And your customers who’ve bought other products are likely eager to learn more about other popular products you’ve got in stock. Keep them in the loop by providing brief updates regarding items that have recently begun flying off the shelves.
Your CRM Data Can Be Used for Building Familiarity
Building trust is essential for getting audiences to engage with your brand. And you can’t underestimate direct mail’s ability to help make audiences more familiar with your brand. One of the biggest reasons why that’s the case is because of the personalization involved. The variable data printing capabilities that you can leverage allows your marketing messages to feel like it’s coming from a trusted friend or relative, rather than a brand.
Let’s pretend that you’re checking the mailbox at the end of the day, and you’ve received two postcards from competing retailers. The first one addresses you personally, and showcases products that have been popular with shoppers in your area. The latter on the other hand reads, “Dear Neighbor” and fails to provide any context around the products that are being displayed on the mailer. Between the two, it’s likely that the first retailer would have a better odds at getting a response from you than the competitor.
Your CRM Insights Can Help Contribute to an Omnichannel Marketing Experience
One of the worst mistakes that you could make is falling under the impression that your audience is receptive to just one marketing channel. Constructing an omnichannel experience for your recipients is essential to increasing interest in your brand and message. After all, you can’t build interest in your brand overnight. But that intrigue is a must for getting the response you need, and that’s where an omnichannel marketing strategy enters the picture. There are numerous proven methods for relying on first party data to develop an omnichannel strategy capable of increasing response rates, too.
Perhaps, you could create mailers that simply invite recipients to follow you on your most used social media channel. From there, your audience may see you answer a question they had, or see someone else using your product. This has the potential to take engagement with your brand to levels you previously didn’t think were possible. One of the biggest keys to getting the response rates you want is to keep reinforcing what your brand does best whenever and wherever possible.
Ensure Your Audience Reaches The Right Destination On Time With Accurate CRM Data
Nothing can sink a mailing campaign like poor timing and inaccurate data. Your design, message, and offer could all be perfect, but what difference does it make if it arrives in the wrong mailbox? Fortunately this is the exact type of scenario you can avoid with the help of a direct mail automation platform with address verification. Using Direct Mail Manager on your next campaign allows you to validate 160 million USPS addresses, along with more than 15 million non-postal addresses.
And with real-time mail tracking, you have everything you need to plan your mailing cadence effectively. This makes following up on previous mailers that you’ve sent a breeze. For instance, let’s say you’ve sent two postcards over the past month promoting a new product. Using the mail tracking feature offered by Direct Mail Manager, you’ll know exactly when to send one, final, “last-chance” mailer with a discount based on the arrival-time of past mailers. The wide variety of insights users gather regarding mailing campaigns makes achieving better response rates easier than you think.
Begin Leveraging Your CRM Insights With Direct Mail Manager Today!
Don’t let the valuable insights you collect regarding your customers go to waste. Start maximizing your CRM insights by executing your next campaign with Direct Mail Manager. If you have any questions about getting started, getting them answered is as simple as signing up for a free demo with one of our friendly, knowledgeable direct mail experts. You can begin mailing today by signing up for a Free or Pro account and uploading your first list.