As many businesses have moved online, more and more companies are using email to market their goods and services. While this can be an effective way to engage with loyal customers, the sheer volume of emails that the average person receives guarantees that many of them will be deleted without ever being opened.
At the same time our email inboxes are overflowing, our physical mailboxes are looking emptier. That means that a well-designed direct mail piece may attract more attention than an email. This is particularly true with new customers who aren't familiar with your company and have little reason to open your emails.
Direct Mail has been here for years and has withstood the test of time. Up to 90% of direct mail is opened, compared to only 20% of emails. This is largely due to modern strategies like personalisation and hyper-targeting.
The Power Of Personalisation
Modern marketing allows you to hyper-target and personalise every interaction with your customer in a way that digital cannot compete.
So where can you put the power of personalisation into action?
- Brand Loyalty - welcoming new customers and recognising milestones for existing customers
- Re-Targetting - reconnect with customers that have previously purchased from your company or have stopped opening your email communications
- Connect - Recognise customer birthdays, anniversaries, holidays and more with personalised offers
- Customise Special Offers - Send reminders to renew a service or product
Increase Your Response Rates
With advanced technology like variable data printing and modern data processing, you can personalise every printed piece in a single print run. By way of explanation, if you are sending a direct mail campaign to 100,000 customers, you can personalize each and every mail piece (and the envelope) to address the unique needs, pain points and interests of the individual.
Personalisation is also a powerful reporting tool, allowing marketers to generate critical data on campaign effectiveness. Use unique QR codes or personalised URLS (pURLS) to track the success of your campaign and amplify digital marketing efforts.
Range Of Formats
Direct Mail provides a wide variety of formats, from postcards to leaflets, to catalogues and magazines. We can customise your mail, incorporating colours, finishes and papers.
Cost Effectiveness
We want to engage with our customers as much as possible, the more times a message is seen the more likely it will be at the top of your audiences mind when it comes to purchasing.
Modern direct mail has adapted to audiences and is the only communication channel that provides both a tangible and a digital touchpoint in one.
In an age of Google AdWords and social media, direct mail may sound old fashioned. It may seem more expensive than email marketing.
But now more than ever, direct mail can help you stand out and attract new prospects. And over time, it can be more cost effective than either traditional advertising or email marketing.
BKT can help you customise your Direct Mail so you can improve ROI and increase customer loyalty. Contact our client services team for help on your next project.
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