Do you receive a lot of emails? Too many? I know I do. The average American receives 88 emails per day, with office workers seeing over 120. Even if an email is full of worthy content, it can be hard for it to stand out in a full inbox.
What about direct mail? Some days, my household doesn’t receive any. When I do find something in my mailbox, I certainly notice it, and I tend to remember it. Some of the most memorable pieces I receive are postcards.
We’ve entered the biggest shopping season of the year, and online sales are more prevalent than ever. And who is King of that digital domain? Amazon.
Amazon has made its mark as an online storefront for
everything you need, want, and can’t live without. Not just products, but
services (free shipping and free grocery delivery!) and content (movies, music,
e-books, and more) have all come to fall under the Amazon umbrella.
But, despite Amazon’s massive digital presence, sometimes they still need to turn to offline channels to get their message across. One of those channels is direct mail, like this letter Tom received with a special sign up offer for Amazon Music Unlimited.
However, “direct mail” is a broad category, that encompasses
several different styles of mailings. Depending on your campaign goals and
overall marketing objectives, one format may be more effective than another.
Personal. Reliable. Trustworthy. Useful. These are all words that have recently been used to describe direct mail. Direct mail is a powerful marketing and fundraising tool. A key to its success lies in tracking response and measuring results. If you have no way of knowing what a recipient does once they receive your mailer, you can’t know the true value that mailer holds for your target audience. So, what do we measure? And how do we make mail trackable and measurable? The following measurements and tracking strategies can apply to for profit businesses and nonprofit organizations alike.
Generate Qualified Leads with Marketing Automation
What are your biggest challenges when it comes to marketing your business? According to HubSpot’s 2017 State of Inbound Report, 63% of marketers say their top marketing challenge is generating traffic and leads. Even if your company is doing a robust business now, it’s important to think ahead. Always have strategies in mind for how you will generate future leads and sales.
But not all leads or lead generation strategies are created equal. It may seem like the best way to increase business for your company is to send your message through the most channels. That way, it will be seen by the largest number of people possible. However, this method will spread your efforts too thin. It will likely end up costing you money rather than increasing sales. Continue reading “5 Ways Marketing Automation Delivers Qualified Leads”
Reflecting on the different ways to get your message in front of your intended audience, you may be thinking about marketing emails, social media strategy, or hosting an event. All of these are essential to a well-rounded marketing plan. But a piece is missing. You’re forgetting direct mail.
In a perfect world, there would always be people seeking out your business, in need of the services you provide. You’d have so much business that you’d never have to worry about generating new leads.
Real life is rarely like that. Even if you’ve got a solid client or donor base and your services are in demand, it is a good idea to have a focus on generating leads as part of your marketing strategy.
If you want to increase sales or fundraising for your business or organization, as well as engage new people in what you have to offer, you’ll have to develop a strategy to connect with those who know little to nothing about your company. And while your efforts may seem unsuccessful at first, time and practice will help your business to grow.
Do you want to achieve the best possible return on investment in your direct marketing efforts? Start by cleaning up your contact lists.
Keeping Contacts Connected
In the marketing realm, there have never been more ways to connect with your audience. Tested methods like direct mail and email are still holding their own. An integral part of these campaigns are your recipients.
Since the emergence of email in the mid-1990’s, much has been expressed comparing traditional direct mail to email marketing. Dubbed snail mail, the ensuing years have seen a decline in direct mail and a corresponding explosion of the use of email.
This is no wonder given the ease of deploying email. With a couple of extra clicks, you can increase your reach from only one recipient to hundreds or even thousands. It may seem like email campaigns are the most efficient method of reaching your audience—wide ranging and instantaneous.
The use of email marketing is compelling and both popular and effective in its own right. But it suffers a bit from its own success. And while direct mail is not as prevalent as it was for decades, its inherent differences and qualities compared to email find it making a comeback. Continue reading “The Effectiveness of Multi-Channel Marketing”