We often get asked, “Direct mail or email?” and recently heard this answer, “Yes.”
Whether your marketing focus is Acquisition or Loyalty, Direct Mail will help move your strategy forward. Layer in Digital such as email, and your campaigns will thrive. Think of it like this: Direct Mail tells the story, draws someone in, and puts a product or service top-of-mind. Then that consumer receives a timely email with the exact link to products in the Direct Mail piece they were just flipping through. Boom, conversion.
There are several components of a Direct Mail piece that make some more successful than others. From graphical treatments and copy / content, to the actual offer, we want to help you be smart with your marketing dollars.
Possibly the most impactful starting point? Formats. Different formats solve for various things. Here are some insights into format testing.
Acquisition: Optimal Formats for Attracting New Customers
Mini catalog: New customers must see more products. Mini catalogs inspire browsing, giving a “scrolling” effect that we’re all so familiar with today. Even better than scrolling, customers can flip pages and have more of an experience than digital devices allow. Additionally, mini catalogs are an opportunity to showcase product depth.
Slim Jim: Don’t you love the name of this one? This is a slender, multi-page catalog or self-mailer measuring 5.5-6” x 10.5-11.5”. It is specifically designed to qualify for lower USPS letter-rate postage vs. higher flat / catalog rates. Think brochure. They are cost-effective, and present nicely with targeted promotions such as seasonal sales or new product lines.
When your goal is to acquire new customers, the more pages in your marketing piece, the better!
Loyalty: Optimal Formats for Driving a Second Purchase
Card: This could be anything from a compelling offer to a VIP mailer to facilitate retention and loyalty. Think in terms of seasonality and life stage moments, such as birthdays, anniversaries, season changes, holidays, and upcoming events (ex: the Olympics!).
Postcard: An effective format for efficient conversion. You may use this to target towards next purchase. Insider Tip: Postcards are not generally effective for net new customers. This format is best for retargeting someone who is already familiar with your brand.
Smaller Trifold: Re-engage with your customer using a cross-sell mailer. Think product-led second purchase. Maybe you showcase an entire “look” or outfit; a completed bedroom; dishes, flatware, and kitchen appliances – the possibilities are endless. Insider Tip: You likely have data on your customers that could help inform Creative on your next campaign. This seamlessly ties into customer journey, facilitating a unique, smooth and pleasant purchase experience.
With each of these formats, featuring an offer that is compelling, competitive & unique is key!
Today, Direct Mail open rates range from 80-90% and response rates are 5-9x higher than other marketing channels. Now, let’s talk about the Digital component. Adding in Digital not only boosts the consumer’s multi-channel experience, but the synchrony of Offline and Digital channels increases response rates by 63%. For example, Triggered Direct Mail or Bounce-Back Offers are both stronger when paired with Digital marketing, promoting a behavior-based conversion lift.
We recognize the goal is to “be smart,” but there are always ways to be smarter. We can help you sift through these ideas and determine next steps that make sense for your individual business.
Source:
PostalyticsThink of it like this: Direct Mail tells the story, draws someone in, and puts a product or service top-of-mind. Then that consumer receives a timely email with the exact link to products in the Direct Mail piece they were just flipping through. Boom, conversion.