{"id":27617,"date":"2019-06-14T20:05:00","date_gmt":"2019-06-15T03:05:00","guid":{"rendered":"https:\/\/www.xpressdocs.com\/s\/the-secret-sauce-behind-direct-mails-resurgence\/"},"modified":"2025-03-03T10:58:22","modified_gmt":"2025-03-03T17:58:22","slug":"secrets-behind-direct-mails-resurgence","status":"publish","type":"post","link":"https:\/\/www.xpressdocs.com\/s\/blog\/secrets-behind-direct-mails-resurgence\/","title":{"rendered":"3 Secrets Behind Direct Mail’s Resurgence"},"content":{"rendered":"

Bruce McMeekin | Forbes.com<\/a> | May 3, 2019<\/p>\n

As the direct marketing community remembers industry pioneer Lester Wunderman following his recent passing,\u00a0it’s timely to note how direct marketing, and direct mail especially, continue to drive new revenue for brands.<\/p>\n

Integrated with new media, savvy marketers are discovering that direct mail is more powerful and return on investment-positive than ever, especially for microtargeting new customers and deepening relationships with existing ones.\u00a0While communications channel options evolve at a rapid pace, the premise of putting the right offer in front of the right person at the right time never changes.<\/p>\n

Email, digital advertising, robocalls (sorry), social media and numerous other techniques have specific strengths for reaching audiences at low costs.\u00a0But our cluttered messaging channels render many of these channels ineffective, unemotional, brand-damaging and expensive.<\/p>\n

Kick It Up A Notch<\/b><\/p>\n

So how can you add spice to a classic marketing medium? Here are three tips that can help:<\/p>\n

1. Personalize your message and offer.<\/b><\/p>\n

In 1936, Dale Carnegie\u00a0wrote<\/a>, “A person’s name is to him or her the sweetest and most important sound in any language.” More than 80 years later, it’s truer than ever.\u00a0In the past two years alone, Google searches containing the phrase “for me”\u00a0have\u00a0increased by 60%<\/a>.<\/p>\n

We want to be understood and recognized. The more you can connect with this human truth as a marketer, the more successful you’ll be. In fact, according to\u00a0recent consumer research<\/a>, people are choosing brands more for their relevance to customer needs than for their loyalty and incentive programs.\u00a0So ask yourself, “How does this campaign demonstrate our understanding of the user?”\u00a0If you’re selling a lifestyle, demonstrate your authority and expertise with the appropriate jargon. If you’re targeting current customers, offer them something that makes sense as a next purchase.<\/p>\n

\n

2. Target carefully and succinctly.<\/b><\/p>\n

One of the worst mistakes you can make is sending too much mail or cluttering\u00a0your creative with too much information. Focus on the offer and simple calls to action. Save the details for later in the buyer\u2019s journey. And make sure the right people are getting the message.\u00a0With today\u2019s analytics, there’s no excuse for getting this wrong.<\/p>\n

Millennials,\u00a0for example, aren’t fooled by advertising and generally don’t like it. However, they can appreciate when ads are valuable to them and relevant to their interests. In fact, the U.S. Postal Service found that\u00a062%\u00a0of millennials visited a store in the past month based on information they received in the mail.<\/p>\n

3.<\/b>\u00a0Fuse complementary marketing mediums together.<\/b><\/p>\n

One study<\/a>\u00a0found that people spend 25% more when direct mail is used in combination with email marketing. The magic happens when you fuse multiple tools together and combine old, trusty techniques with new, trendy ones. Here are a few ideas:<\/p>\n

\u2022<\/big>\u00a0Use USPS\u00a0Informed Visibility<\/a>\u00a0to know when your mail is delivered and to more accurately estimate when direct mail will arrive. Time other messaging to hit at the same time.
\n\u2022<\/big>\u00a0Match household IP addresses to postal addresses to\u00a0synchronize online ads with the same direct mail offer, which can increase campaign results dramatically. One of our clients saw a 44% lift in conversions for a small increase in cost.
\n\u2022<\/big>\u00a0Reinforce your sales process with customized email signatures using a service like\u00a0Sigstr or Opensense. These types of services host and centralize customer email signatures, including a display ad in the email that can further engage prospects with links to relevant content.
\n\u2022<\/big>\u00a0Integrate the power of video. Better yet, make your video more effective by using voice and text to personalize landing page video with your prospect’s name, town and\u00a0custom\u00a0offer. According to one\u00a0study<\/a>, an estimated\u00a080% of all internet traffic will be video by 2021. Plus, social video generates\u00a012 times more shares<\/a>\u00a0than text and images combined.
\n\u2022<\/big>\u00a0Create personalized landing pages to reinforce offers and create an instant connection.<\/p>\n<\/div>\n

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To read this article in its entirety, please visit Forbes.com<\/a> here.<\/p>\n

Xpressdocs’ offers a large array of direct mail pieces<\/a> to set you apart from the clutter. Contact us today to begin your next marketing campaign.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Bruce McMeekin | Forbes.com | May 3, 2019 As the direct marketing community remembers industry pioneer Lester Wunderman following his (…)<\/p>\n","protected":false},"author":9,"featured_media":27347,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[99],"tags":[131],"class_list":["post-27617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-direct-mail","tag-direct-mail"],"_links":{"self":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts\/27617","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/comments?post=27617"}],"version-history":[{"count":12,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts\/27617\/revisions"}],"predecessor-version":[{"id":39154,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts\/27617\/revisions\/39154"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/media\/27347"}],"wp:attachment":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/media?parent=27617"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/categories?post=27617"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/tags?post=27617"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}