“Direct mail has that universal reach
that other channels don’t, and this
means direct mail doesn’t go away.”
– Beth Smith, Smith Browning Direct, Inc.
“The future of marketing is multi-channel,” Smith says. “But
direct mail has that universal reach that other channels don’t,
and this means direct mail doesn’t go away.”
Multi-channel marketing creates the opportunity for a variety
of tools to come together to achieve a specific outcome. While
there are plenty of tools that can be used along with direct
mail to boost response – personalized URLs (PURLs) and QR
and other two dimensional mobile barcodes, for example –
smart marketers use them without forgetting the basic rules
of marketing success: relevance, timing, the right audience
and the right offer.
“Step back from the tactics,” Smith says. “No matter what you
do tactically, if you don’t have the right audience, the offer is
not right, and the timing is not right, it’s not going to work. Use
tactics to get there, but know tactics won’t get you there alone.”
Once you’ve targeted your audience and developed an offer
and your plan for relevance, what tactics can help boost the
response of your direct mail piece?
Variable data printing
Smith recommends thinking of variable data printing (VDP) as
adding personal and relevant information. “Relevance is huge,”
she says. “It helps you get attention. But, you also have to take
it further and address your prospect’s most relevant need. Ask
what will make the strongest connection. For example: saying
‘When can I finally retire?’ is a much stronger message than
‘Start small to save for retirement.’”
Personalization is more than using someone’s name. VDP
customizes images and offers, too. “Use big things to elevate
the piece,” Smith says. “If you’re mailing to a pet owner, don’t
show a cat if you know they own a dog. This also works for
nonprofit solicitations. Don’t ask a $100 level donor to give $5,
because they will.”
Offers
In the 40/40/20 rule that says the success of a mail piece is
based 40% on the list, 40% on the offer and 20% on creative,
Smith says the 40/40 portion comes first because you first have
to get the audience and the offer right before you can create or
execute a piece.
“Can you create an offer that implies the prospect would be crazy
not to take advantage of it?” she asks. “That’s the litmus test you
want to use. Everyone uses 15% off. Not everyone offers $1,000
off. That makes a 15% offer much more appealing.” Of course,
that’s applicable to big ticket purchases.
PURLs/landing pages
“Personalization is not enough,” Smith says. “PURL success
stories include a promise of a personal experience, and that
needs to be delivered on. That’s when it becomes incredibly
powerful.” Mobile barcodes follow the same logic. Smith says
she’s seen reports showing a 40 to 200% lift in response when
PURLs and mobile barcodes are used correctly.
To deliver on a great offer, try links to informative videos or some
type of reward, such as a free trial or exclusive discount.
Physicality
Finally, Smith mentions studies showing the brain fires more when
someone is touching something. “This is a great reason to use
print. Physicality, accomplished with a thicker piece of paper, a
peel-off sticker, lumpy mail or three-dimensional boxes leaves a
stronger impression on the brain. You’ll get a higher engagement
factor and sense of curiosity when you make it physical.”
In the end, Smith advocates remembering what direct mail has
to offer that other channels do not. “No matter the tactic, use the
direct mail channel to its greatest strength. Mistakes in direct
mail come most often in trying to lower costs; for example, using
the smallest postcard, which just reduces the piece to something
email could be.”
Insty-Prints is a recognized mailer on the USPS website as our Marketing Director, Shelly Maciujec,
a Certified Mail Design Professional. Make sure you have the most up to date regs when you do a
mailing to maximize the benefits and get your message to your customers with ease!
