Marketing campaigns that use direct email are more relevant now that they’ve ever been. As the competition in the digital marketing environment is increasing, it is important to use direct mail the right way to capture the attention of your target audience.
With the advent of technology, conventional marketing strategies like direct mail need a revamp to work at their fullest potential. Contrary to popular belief, this technique hasn’t gone extinct yet. It just needs improving. Recent studies have emphasized that 69% of customers today still use direct email as a primary channel for communication.
Startups and companies eager to make an impression have the best chances to make themselves stand out with direct mail marketing. However, the strategy must be improved and adapted. It must be translated to the digital environment.
Do you still believe in the power of direct mail? Here are some guidelines to help you make the most of your campaign.
Clean list implementation.
We cannot stress this enough: the coolest, most well-crafted mail in the world will never sound appealing if it is not sent to the right person. Mailing lists are tricky, and many feature inaccurate addresses or outdated information. In case your list is bought, make sure to invest in a data review as well. This will guarantee you that the list you bought is clean and updated with addresses that matter. Use the USPS Direct Mail program for even better accuracy. It will allow you to target mail routes that actually interest you.
Be prepared with a swipe file.
If you’re not yet ready to run a direct email campaign, you should at least be prepared. Keep a swipe file and include best/worst mailers. Sticky notes can also be of great assistance as they will constantly remind you which emails are worth checking out, and which are not worthy of your attention.
Send emails multiple times.
Many studies show that consumers need to be reminded of a certain campaign multiples times before they can remember it. Direct email works exactly the same, and sending out a single email to customers won’t be enough for your business to be remembered by them.
You need to persuade targeted customers to remember you, and you can only do that with multiple emails.
But then again, this does not mean you should be sending them tens of emails per day. Use smart subject lines and do it once a week, preferably early in the morning or in the evening. You need people to have time to read them.
Personalized mailer.
Digital printing is the new trend, which basically means that personalizing a direct mailer is the easiest (and probably most efficient) approach you can take to market your new business; whether we’re talking about including the name of the recipient or just their city or neighborhood’s name, it certainly is recommended to use personalization to make your email stand above the crowd.
Transactional emails.
Transactional emails are often triggered and automated by customer activity. Several of the best examples of transactional emails can be: order tracking, welcome messages, payment received, or confirmation for registration.
It is important for companies to pay close attention to these types of direct emails to boost recognition. If someone has been interacting with your business for a while now, then they’ll definitely relate to your transactional emails. They have an incredibly high open rate because they are targeted at the needs of the customer.
Business mustn’t underestimate the power of a transactional email. In case someone has already gotten in contact with your business in one way or another, there are chances for that individual to try to engage with you again. These sort of email have a huge open rate and provide an opportunity to boost cross-sell opportunities and customer engagement.
Putting direct mail to good use is easier than you think. It’s all about building an efficient marketing campaign with the customer in mind. It is important for businesses to have a target audience before getting started.
Personalizing emails, sending automated (but meaningful) emails and offering clients (or potential clients) just what they want (or need) are important tactics one must consider when trying to sell their products or make their company known to the masses.
By Maxwell Donovan and Romax.co.uk!
Запись How to build and get the most from your next direct email впервые появилась TriggMine.