Direct mail is about more than just reaching new prospects. It’s also an invaluable tool for nurturing the relationships you already have.
When you think of direct mail, your mind probably jumps straight to lead generation. However, new customer growth is just one of the many functions direct mail can serve for your business. Direct mail can be a versatile tool, useful for much more than just finding new customers. You can engage with existing customers, win back the ones you’ve lost, promote additional products or services, gather valuable feedback, and boost your brand awareness—all through the power of well-crafted physical mail.
Here are some ways physical mail can benefit various aspects of your business beyond customer acquisition:
- Customer Retention: Sending personalized mail to your existing customers can make them feel valued, consequently increasing their loyalty to your brand.
- Win-Back Campaigns: Have some customers drifted away? A well-timed direct mail piece can rekindle the relationship.
- Upsell and Cross-Sell: Offers and promotions sent through direct mail can encourage customers to explore more of what you offer.
- Re-targeting: Need a way to combat the rising costs of digital re-targeting? Try sending an economical mail piece to your web visitors and cart-abandon’ers, with a unique offer and/or directions to their local brick & mortar location.
- Customer Feedback: Surveys and feedback forms included in your mail can offer insights into customer satisfaction and areas for improvement.
- Brand Awareness: High-quality, visually appealing mail can enhance your brand’s image and make it memorable.
- Special-Occassion Greetings: Who doesn’t love a birthday, wedding anniversary, or other anniversary card? Use direct mail greeting cards and postcards to remind your customers that you care — and offer them a discount or incentive to bring a friend to your site or retail store.
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Business Benefits of Direct Mail
In the minds of many individuals, “direct mail” and “mass mailing” mean the same thing. Decades ago, that connection might have been mostly accurate, but not anymore. Mail is simply a channel like any other. With platforms like Postalytics, businesses can use the mail more strategically than ever. Direct mail can be a single piece, a targeted, personalized campaign, or anything in between.
“But we have all these other choices,” you may say. “Why should we spend money on postal mail when email, text messaging, and social media are available, easy to use, and less expensive?”
The answer lies in the properties of postal mail that distinguish it from those other communication channels a business might deploy to communicate with customers and prospects. From a response perspective, all those other channels combined cannot outperform a single, well-designed postal mail campaign.
Unlike digital messages, printed letters, postcards, and self-mailers are not subject to interference from spam filters, rule-based inbox folders, or corporate policies that keep some messages from being delivered to the intended recipients. Another bane of SMS or email messages is delivery to abandoned accounts. In the US, mailers can avoid this problem and verify the accuracy of mailing addresses. In many cases, the US Postal Service will even forward mail to recipients who have moved.
A Full Inbox
And, for those of you who remember, there once was a day when your physical inbox on your desk was daunting because it was brimming with B2B direct mail — and you got excited when you received an email. These days the opposite is true: your email inbox is chock full and its contents leave a lot to be desired, yet receiving a direct mail piece is like a breath of fresh air. Take advantage of this lack of physical mail pieces your recipients are receiving, and put the multi-sensory characteristics of direct mail to work for your brand!
These are just a few of the reasons thoughtful, direct mail should still be part of the communication strategies of most organizations. Add the fact that the mail can now be automated and your marketing ROI can reach all-new levels.
And, Postalytics integrates with nearly all the popular CRM and marketing automation platforms, with more connections available via Zapier.
Customer Retention
Holding on to current customers, patrons, voters, or donors is a goal for every organization. Sending personalized offers, special discounts, or even a simple thank-you note or greeting card can communicate how you value customers as individuals. This gesture can strengthen your relationship, encourage repeat business, and foster loyalty.
Sending triggered communications to acknowledge customer loyalty, birthdays, or other personalized events makes them feel special. When you take the time to celebrate milestones or simply say, “Thank you for being with us,” it builds a connection and shows them that you value them. These small yet impactful gestures go a long way in strengthening the perception that each customer is important.
Customers understand that postal mail has a higher cost than emails and text messages. Investing in physical mail not only makes a good impression, but offers a tangible way to show appreciation that they chose your business over the competition.
Win-Backs
Direct mail is a powerful tool for re-engaging lapsed customers and donors. Send special offers or updates about new products to entice previous customers back to your business. A carefully crafted direct mail campaign can rekindle interest and remind them of the value you offer.
While emails and text messages often get lost in the digital clutter, a well-designed postcard with an enticing offer can capture customers’ attention and prompt them to reconnect. The tangible nature of direct mail sticks out, making it harder to ignore. A bright, visually appealing postcard showcasing a special discount or a limited-time offer can encourage past customers back into the fold.
Upsell and Cross-Sell
Use direct mail to showcase complementary products or services. Information in your CRM system can trigger appropriate offers to be delivered to each individual at the perfect time. For example, if a customer recently purchased a camera, you could send them information on lenses, tripods, or photography classes. This tactic boosts your sales, adds value to the customer relationship, and shows you are aware of their prior purchases.
Another effective strategy is offering limited-time promotions. When customers receive a physical coupon with a short expiration date, the sense of urgency can drive immediate action. This method stimulates sales and helps move excess inventory faster. You can also personalize promotions based on purchasing history, making the content more relevant and appealing to the customer.
Customer Feedback
Surveys and feedback forms sent via direct mail can capture genuine customer opinions. Physical mail stands out in a digital world, making it more likely that recipients will take the time to respond. This feedback is invaluable for improving your products and services.
You can elevate your feedback strategy with physical mail pieces such as postcards that include QR codes or personalized URLs (pURLs). Invite recipients to complete surveys or provide feedback online where you can easily track responses. This blend of physical and digital methods not only enhances engagement but also allows for easier data collection and analysis.
Brand Awareness
A consistent direct mail strategy keeps your brand top-of-mind for customers. Regularly mailed content that reflects your brand’s voice and values can build recognition and loyalty. A well-crafted mail piece can be a refreshing experience compared to digital ads. Recipients can touch, hold, and even display the mail — making your message more remarkable and memorable. Discount offers on postcards can stay attached to consumer refrigerators for weeks. They are daily reminders of your brand.
Lots of Direct Mail Benefits
As you can see, automated direct mail boasts many benefits for various business objectives beyond acquiring new customers. When executed thoughtfully, direct mail can significantly enhance your existing customer relationships, boost sales, gather valuable feedback, and cement your brand’s presence in the market.With Postalytics, you can fine-tune your direct mail efforts and avoid the wasteful practices of the past. Within all our plans, you can send highly targeted and personalized mail in any volume — be it 5 pieces or 50,000 pieces — all for the same price. It is no longer necessary to only mail in large batches once a month or once a quarter to meet the minimum quantities normally associated with traditional direct mail processes. Use automated direct mail as part of your overall marketing strategy, to meet all your business needs, combat the rising costs of digital-only marketing, and meet and exceed your ROI expectations.