How to Deliver Responsive, Real-Time Marketing in the Mail
- Current Events: Say a serious global event occurs, the government makes a surprise economic announcement or a competitor brings a new product announcement. If you have already sent out one mass mailing, there's nothing you can do but wait until the next month rolls around, when it may very well be too late. But with staggered mailings, you're at liberty to adjust your message accordingly — in real time.
- Analyzing Trends: Staggered mailings allow you to analyze their effectiveness and respond with greater frequency. Are under 35s responding well to a certain mailing? Send out more to that age bracket! Are over 65s not responding so well? You can either reduce mailings to them, or revise your message to make it more senior-friendly. Remember, diversified messaging is the heart of responsive marketing. And the same goes for customers in different income brackets or who live in different regions of the country.
- Workflow: Staggered mailings also allow for a more manageable workflow. Once-a-month mail blasts generate their own form of blowback — a period of several days where your office is swamped by phone calls, followed by three or so weeks of unproductive down time. And during the crunch days, you risk losing customers by failing to respond quickly enough or to provide quality customer service. With staggered mailings, the response rate is more even, allowing for fresher staff, more satisfied customers, a higher conversion rate and increased office morale.
- Cost Savings: Simply put, staggered mailings give you more bang for the buck. Mailings which have suddenly become dated due to an important world event, or which are sent en masse to an unresponsive age or economic bracket, equate to money down the drain. When every dollar counts, it is important that every piece of mail count, as well.
Respond and Win
A staggered, direct mail approach to marketing combines the long reach of direct mail with the flexibility and responsiveness of more modern tools. This is not to say, of course, that direct mail can do it all. In fact, a multiple touch-point strategy of direct mail, combined with electronic or telephone communication, is most often the best way to go.