When it comes to direct mail, the quality of your list and the effectiveness of your messaging strategy are key. But what if there was another way to get the most out of your campaign? The answer lies in multichannel marketing.
By integrating your direct mail campaigns with digital ones, you can maximize your ROI. You can also target the most relevant offers to specific audiences. This helps you generate more responses from the right people — which is crucial to a successful campaign.
For example, if you want to increase your direct mail response rates from current customers, you can send them follow up pieces that remind them about the products/services they have purchased in the past. You can include a unique URL, phone number, or discount code for easy tracking and action. With a platform like Lob, you can even take this a step further and track piece-by-piece delivery of your mailers to ensure they actually make it into your recipients’ hands.
Additionally, you can create more engaging direct mail pieces by personalizing them based on the information you have on your audience (or what you can gather from their online behavior). This makes them feel like you understand them and what they’re looking for, and it can be a major motivating factor. For instance, if you know that your target audience loves travel rewards and is looking to book a trip soon, you can use this information to tailor your message to them, encouraging them to act quickly to avoid missing out.
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