A customer's journey begins with awareness, climaxes with a purchase, and hopefully continues to repeat purchases and evangelism. Direct mail can make each stage more likely your leads will take the next step.
With all the turmoil upending the economy over the past seven weeks, many American businesses are suffering sharp losses—and that includes the US Postal Service. We have five ideas for the USPS to boost revenues using what it already has, so it can continue to be a viable business well into the future.
Shelter-in-place has led to a number of behavioral changes that are amply shared in the media and across social channels. Uncertainty is the new rule in terms of employment status, buying habits, and even for when things start getting back to normal—the “new normal,” that is.
Although direct mail marketing happens offline, you can integrate online data and technologies to make it as targeted and personal as any digital marketing. The success of your marketing depends on how well you can integrate multiple channels.
Customer data is continually evolving, and your database must evolve, too. A list that’s out of date will cost you time, money, and brand empathy. Whether you're compiling, buying, or renting a direct mail list, it's vital that you analyze your data to make sure that data is clean, accurate, and up to date.
By identifying the prospects who are most likely to respond to an offer, you can reduce campaign expenses and improve your response rate and ROI. Every direct mail piece you send costs money. Beyond the initial design and data mining expenses, each individual letter costs money to print and postage to mail.
With digital direct mail, you can make print mail as personalized and targeted as any digital ad or email. The first known example of direct mail marketing comes from 1000 BC when an affluent Egyptian landowner created an offer and distributed it throughout his local area.
By focusing on a few vital aspects of your direct mail campaign, you can earn the best possible return on your advertising investment. For most marketers, ROI is one of the most important factors in determining the success of your campaign, so increasing it as much as possible is the goal.
Knowing and appreciating the value of direct mail is one thing Millennials and Baby Boomers have in common. Understanding whom to send your direct mail to is incredibly important because every piece that doesn't receive a response is reducing your ROI.
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