The beginning of the year is the perfect time to find new ways to refresh your marketing efforts. It’s easy to get caught relying on the same marketing strategies for months or years at a time. But doing so is a great way to lose the attention of your audience. That’s where direct mail automation enters the picture. If you’re not leveraging direct mail automation currently, here are a few ways you can use it to breathe new life into your marketing efforts:
By Allowing You To Provide More Engaging Marketing Collateral
It may come as a surprise initially, but members of your audience aren’t interested in everything you have to say. They’ll likely be more receptive to messaging that relates to certain actions they’ve taken or behaviors they’ve displayed in the past. Direct mail automation is one of the best tools for providing audiences with more relevant messaging for a few reasons. The first is the fact that you can leverage triggers that automate mailers to be sent once certain actions are taken.
Let’s say someone orders from your online store, or books an appointment with you, then they disappear for the next several months. Once a certain threshold is reached without that customer taking action, you can automatically send a mailer to that person expressing how much you miss them, encouraging them to book another appointment or order again. Another way direct mail is essential for creating more engaging content is because it allows you to showcase what similar customers are finding helpful. And making successful recommendations, could be exactly what it takes to get the results from your marketing efforts that you need.
Personalizing Marketing Messaging is Easier With Direct Mail Automation
The ability to quickly and easily personalize your marketing messaging can go a long way helping it stand out. In a sea of marketing messages that are meant for the masses, a postcard directly addressed to recipients by their names can quickly separate you from the competition. That’s especially the case if your mailer provides relevant content, along with a clear call-to-action that encourages recipients to take the necessary next steps. And with Direct Mail Manager’s variable data printing capabilities, you can personalize your direct mail using any of the data you have regarding your audience.
These data points can include products previously ordered, location, prices and more. Don’t underestimate the value of properly leveraging your data within your marketing efforts. Imagine receiving a postcard personally addressed to you in the mailbox offering a personalized discount code with your name in it. The impact of this type of postcard is likely to eclipse that of a generic mailer being sent, along with the mass messaging they’re normally inundated with.
Direct Mail Automation Allows You to Refine Your Marketing Cadence
Timing is one of the most important aspects of a successful marketing strategy. If you fail to provide audiences with the right message at the right time all of your efforts could be rendered pointless. By providing users with real time mail tracking, Direct Mail Manager makes creating a well-timed cadence that aligns with all of your marketing efforts is simple. Users have access to a dashboard that reveals how many mailers have been sent, how many are currently in the mail stream and how many have been delivered. This makes the process of planning campaigns based on the time it takes recipients to digest and respond to your message incredibly easy.
Without these insights, you could be overwhelming your audience with too much messaging at a time. And that could turn them away from your brand completely. On the other hand, reaching out to audiences with an additional personalized message after they’ve had the time to digest your initial mailer could result in developing a stronger connection with them.
Tracking Direct Mail Campaigns is Simple and Provides Valuable Data for Other Campaigns
One of the most commonly made mistakes regarding direct mail campaigns is failure to track them. After all, you can’t improve the performance of future campaigns unless you have metrics on hand from tracking prior campaigns. Fortunately, measuring the performance of direct mail campaigns is pretty straightforward. Here are a few of the most common tracking methods for direct mail campaigns:
- Tracking Phone Number:
Placing a phone number on your mailer is pretty standard. But what many people fail to realize is that you can leverage it to accomplish much more than getting in touch with your audience. By featuring a unique phone number, different from your ordinary every-day phone number you can track how many phone calls you received as a result of your mailing campaign. Once your campaign ends, if you see that your tracking phone number resulted in dozens of calls, you know your mailers made an impact.
- Unique URL and Landing Page:
Including a unique URL with a campaign-specific landing page also accomplishes multiple goals. First is that including a unique URL helps capture the attention of recipients who may anticipate seeing your ordinary website. Additionally, once your campaign ends, you can see how much traffic arrived onto the landing page as a result of your mailer. The fact that your landing page helps reinforce the messaging you sent on your mailer is just icing on the cake.
- QR Code:
In what may serve as the comeback of the decade, QR codes are back for good. Even though they’re more commonly found at restaurants, QR codes make tracking direct mail results simple. Once your recipients receive and read your mailer they can take the appropriate next steps by scanning it with a smartphone. Once your campaign ends, you can assess its performance by seeing how many recipients chose to scan the code.
Let Direct Mail Manager Help You Begin Your Direct Mail Automation Journey in 2024
Don’t let another year go by without harnessing the power of direct mail automation. Direct Mail Manager makes starting your first campaign easier than you can imagine. And if you need assistance getting up and running, our team of direct mail experts is more than happy to answer any questions you have over a brief demo. Kickstart your journey with direct mail today by signing up for a free or pro Direct Mail Manager account and uploading your first list. Your audience is waiting to hear from you!