![]() Among the lessons we marketers learned from the pandemic is about the need to adapt quickly to new conditions. Incorporating these and other ideas into your 2023 planning isn’t just about meeting the current and ongoing challenges. Improve Now And Set Yourself Up Future Success Rethinking your design by focusing on the relevancy of what you’ve been used to working with may just bring about those reduced costs you need. But to stand out in the customer’s mailbox, add inks or finishes.Īn important key to making this work is to start your campaign planning as early as possible for more certainty about securing paper as well as lower pricing. 10 envelopes, which I’ve found are often easier to source. Reduce envelope weight by using fewer components, or even replace them in your campaign by sending folded self-mailers or jumbo postcards instead.Thinner or lighter paper or your printer’s house stock may cost less-and be immediately available.Depending on your campaign goals, you can achieve the same or similar mailer designs (and results) by getting creative with your materials. Rather than simply mailing less (or not at all), this is a good time to be flexible. Maybe “pivoting” has become one of those overused buzzwords by now, but it really is a skill that’s well worth having.Īt my company, I’ve had marketers over the last year looking for options due to disruptions to the printer supply chain, as well as price increases for consumables like paper and ink. Present Options And Solutions For Your Customers You can send personalized mail pieces to complete a sale after someone visits your website or completes another programmatic action. On the flip side, mail also has a role to play in automated campaigns. ![]() For example, consider using QR codes, personalized URLs (PURLS), promotional URLs, phone numbers or prompts to schedule in-person visits. A printed piece is tactile, and you can use it to activate different touchpoints than you typically would in other channels. But one thing is certain: Many consumers today are likely to expect your brand to be present in multiple channels.Ī data-driven omnichannel strategy will help you decide how to fit direct mail into the right place. Which ones work best for delivering good ROI? There’s no single answer: It depends on your goals and budget, among other factors. Direct mail and digital channels like email and social have touchpoints that can trigger each other and result in a desired action. The customer journey today is about how different channels work with each other. Trigger Touchpoints With An Omnichannel Strategy Relevant data is meaningful and can help you produce results. The bottom line here is to think of how your audience will react to the piece that you send them. You can get even more granular by personalizing your messages to different segments of your audience. Keeping that all-important budget in mind, you can make better decisions about what cohorts to target and with what channel or channels. With your data under control, you can apply recency, frequency and monetary (RFM) metrics or other data analytics to target segments with a high propensity to purchase. Profile or persona information from second- or third-party suppliers can also help you align your products or services with the right prospect or customer. For example, you may need to look for physical addresses or IP locations for digital visitors or email-only customers.
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