In today’s digital environment, focused on delivering the right message to the right customer in real time, some may mistakenly see direct mail as a clumsy marketing relic. Yet at AccuList USA, we see a re-energized role for direct mail among many clients of our data-driven marketing support services. Why? A recent blog post by Patrick Groover, Solutions Consultant at Marketo, highlights just three ways multi-channel data and automation platforms are actually boosting the power and relevancy of direct mail.
Direct Mail Personalizing
Maybe you’ve received a “happy birthday” mailer with a relevant, personalized coupon offer. That’s a simple example of how direct mail can integrate with a marketing automation platform through software APIs (application program interfaces) to use information about a customer’s specific demographics and behavior to print timely personalized content. With pre-configured creative, Groover points out, it’s easy to call up the right template, add elements of personalization, and print and mail on the same day. Multi-dimensional mailers can pre-stock materials and send out batches according to agreed protocols. Such timely, personalized offers delivered in unique, tangible formats are proven response drivers.
Direct Mail Nurturing
Many marketers engage in time-released nurturing campaigns with customers, often via a series of e-mails. Why not integrate direct mail into a multi-channel nurturing campaign? By adding a direct mail step with dynamic personalization to create relevant, specific messaging geared to the buying cycle, marketers increase their tangible, personal outreach and make the audience feel more hand-selected and valuable. Guaranteed to be seen in the mailbox, a mailed nurturing contact may reconnect in a way missed by e-mails lost to crowded inboxes and spam filters.
Direct Mail High-Value Targeting
Direct mail is pricier than e-mail (especially dimensional mail), which is why it makes sense to reduce risk by targeting direct mail to the most valuable audiences. Multi-channel data and marketing technology make that targeting easier today. Groover suggests using marketing automation to quickly identify the most valuable leads, create self-sustaining high-value lists, and trigger timely mailings of relevant collateral. This is clearly a boon for B2B account-based marketing. As one example, Groover notes how mailers can target prospects at higher education institutions by sending a piece only after the prospect downloads a specific website asset.
For the complete article, see http://blog.marketo.com/2016/10/3-effective-ways-to-incorporate-direct-mail-into-your-multi-channel-campaigns.html