As marketers continue to explore methods of advertising – social, search, email – it’s now possible to reach consumers anytime, anywhere. In this increasingly digitized world, some businesses have discounted the value of direct mail. However, recent research has revealed that overall engagement remains high, particularly among Millennials. Heightened engagement both with mail and new media provides opportunity for campaigns to reach consumers across multiple touchpoints, increasing impact.
This article introduces 12 tips for creating an innovative direct mail piece. Some ideas include using interesting characters, subtle textures, creative die cut windows or confrontational images so that the mail piece can better attract the recipients’ attention. Also, 3D objects can be put onto the mail piece and small unique touches can be used for sealing the envelope. Additionally, the address area of an envelope should be paid attention to as it is the best place to tell the recipients about what is inside.
Even though digital communication grows sharply, direct mail remains as effective as it has been. This paper highlights the significance of direct mail and displays three categories of mail innovation that can provide value to both senders and recipients. The first category is connected mail linking recipients to a digital experience through the use of mobile or computer devices. The format of this category contains QR Codes, Augmented Reality, Near Field Communication and Webkeys.
Creating an innovative direct mail campaign can elicit a solid call to action and increase the market sale. This article lists 10 successful direct mail campaigns. One example is the World Water Day mailing piece, which uses a special texture so that the letter cannot be read until exposed to water. This innovative mailpiece can enhance the awareness of recipients about Water Day. Furthermore, the business should aim to improve the interaction with their audience while running a direct mail campaign.
Direct mail should grab recipients' attention and create connections with customers; therefore it is important to make an effective and creative direct mailpiece. Take IKEA as an example, which adds a 3D pop-up object in their mailpiece, impressing recipients in a surprising way and thus enhancing the brand awareness. Besides creating an innovative direct mailpiece, there is another aspect that needs to be considered while running a direct mail marketing campaign.
About 64% of people visit a website and 47% visit a store as the result of the direct mail they received. In this article, Neil Patel discusses how to make a direct mail marketing campaign stand out. First of all, direct mail’s timing matters. An ideal time for businesses to send their mailpiece is during the holidays, as people are expecting to receive Happy Holiday cards. Another key event when a business should send mailpieces is on a customer's birthday, which will raise brand awareness, as well as make a good impression.
The rise of digital advertising is disrupting the traditional brand marketing paradigm, and branding is now, more than ever, an omnichannel endeavor. While mail has historically been overlooked for brand building, two previous studies by the U.S. Postal Service Office of Inspector General (OIG) pointed to its potential effectiveness, particularly because of its lasting impression and ability to make an emotional connection with consumers.
Reaching the right consumers is an ongoing struggle for businesses, both large and small. Companies need to understand their target audiences and find effective ways to communicate with them. Customizing advertising efforts to specific consumers, including using demographic variables such as age, is a long-standing component of marketing strategies. But with the ascendance of digital media, companies need to understand if and how their new and traditional advertising efforts resonate with younger, digitally native consumers.
Sometimes a drip campaign can feel inauthentic because of poor implementation, but that is no reason to abandon efforts altogether. Often, automating a campaign is the best course of action to take in a marketing strategy. This article gives some great examples of clever drip campaigns, and more importantly explains why they worked so well. Much valuable information can be gleaned from examining a successful campaign.
From the start, this MarTech article makes an important distinction: while marketers can send amazing emails to the right consumers with the right message, it may not be at the right moment in time. That’s where drip, or automated, campaigns come into the picture. Drip marketing is about understanding the customer’s schedule: what are they doing at this exact moment, and what message do they want to receive? Automated marketing helps to cultivate leads at each stage of the buyer journey so that the customer flows through the stages with ease and no pain points along the way.