How to Acquire, Retain, And Re-Engage Using Direct Mail

Believe it or not, many businesses can benefit from integrating direct mail into their overall marketing strategy. As brands look to gain new customers (and keep them), an omnichannel approach to how you’re delivering your message can help you drive more business and convert customers, regardless of what stage in the marketing cycle they’re at.

In fact, 9% of recipients from a house list and 5% from a prospect list respond to direct mail, according to the 2018 ANA/DMA Response Rate Report. That’s in comparison to 5.1% and 2.9%, respectively, shown in the organization’s 2017 report.

Here are some other key takeaways that relate specifically to direct mail response:

  • Letter-sized direct mail performed best for lead generation with 15.1% response rate.
  • The industries that used direct mail the most were Travel or Hospitality (80%), Nonprofit (75%), Publishing or Media (71%), Financial Services-Banks/Credit (67%), and Healthcare (63%).
  • The most popular methods of measuring response rates include online tracking (53%), code or coupon (45%), and call center or telephone (41%).

How can we continue to acquire new customers?

Don’t overlook what – and who – you already know. This is your opportunity to bring in other departments – your sales reps, social media manager, guest relations team, etc. – and analyze your current customer base. Glean information from your colleagues to determine your target audience’s demographics, geographic locations, interests and other relevant information. With a deeper understanding of your current customers, you can then better target your mailings to reach people like them.

When developing your messaging, use a call-to-action (CTA) in your mailings to keep a pulse on the campaign and each recipient who engages with it. Some ideas are QR codes, developing a personalized URL via a format like a Web Key or integrating voice recognition software like Structural Graphics Connect.

What’s the best way to effectively retain them?

As your brand seeks to expand its current customer base, it’s important not to forget about the ones who are already purchasing from and/ or interacting with you. Keeping these customers happy not only helps your business’ bottom line, but it also creates brand advocates in the process. Loyalty programs are a great way to encourage customer retention – and direct mail should be a part of it.

How can we win former customers back?

While direct mail can be helpful in retaining or enticing new customers, it’s also a powerful tool to re-engage with customers who may have lapsed. Seeking insight into when a customer left or stopped engaging with your brand can prove to be extremely helpful data, and direct mail can help with that. Surveys with incentives (think a 25% off coupon) or customized postcards with helpful products or services tailored to that individual can help customers feel valued and connected to your brand again.

Another option is dimensional print. While designs like Pop Up Cubes, SleekPeeks® or The Flapper® mail flat, they also possess that unique “wow factor” that encourages discussion, sharing and longevity to keep your brand top-of-mind for days, weeks or even years to come.

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