How Direct Mail Can Aid a Multi-Channel Approach

Direct mail can be an effective channel when used in a proper and timely manner. The multi channel approach is essential in reaching potential customers and sharing content with them. Our purpose is to look at how direct mail can be an integral part of a multi channel marketing campaign.

Personalized Touch

Personalization increases the likelihood that consumers will engage with your content and respond to it. Advanced direct mail providers can combine the marketing automation platform using application programming interfaces, which ensure that information pertaining to individuals can be personalized to include customer names and specific promotions accordingly.

Furthermore, with the right template and elements of personalization, the final mail piece can be printed and packed for mailing quickly. To cater to multi dimensional mailers, providers can stock materials beforehand and send in batches. An instance of adding personalization to great effect is delivering coupons to customers days before their birthday.

A comprehensive marketing automation platform enables you to redirect details to mail printers with the names and offers pertaining to each individual. As long as the format is unique and the delivery is completed in a timely manner, it augments the chances that the customer will take positive action.

Timely Release

If an advanced marketing automation platform is used, it would allow you to integrate a variety of marketing channels into a single campaign. As opposed to using emails for each and every form of communication in the strategy, it is better advised to incorporate direct mail.

This adds an important element to the marketing efforts and makes the customers feel valued. This is done by dynamic personalization, which gives you the opportunity to tailor the offers and content based on the customer. Moreover, adding this element to a marketing campaign improves the customer’s idea of the company, since the marketing is more personal.

Focused Effort

Direct mail also enables you to align the right audience and make a cogent effort after that. Marketing automation platforms allow you to manage costs by tailoring the criteria so that the most important audience is targeted.

Sending highly relevant information to customers can be an advantageous exercise. This technique is also useful for B2B marketers as well. For instance, if a marketer is aiming for those who want to attend higher education universities, they can send them a direct mail if these individuals download a specific asset from their website.

Greater Responses

Despite the growth and prevalence of digital marketing mediums, direct mail is still a viable alternative to create high response rates. Several surveys have found that direct mails have a favorable response rate when executed properly. In some cases, direct mail had a higher response rate in contrast to digital channels as well. Although it can prove expensive if done on a piece basis, it still delivers results.