Empower Your Direct Mail With Mobile
Direct mail marketing has been around for a long time; it's sometimes thought of as the "old goat" of marketing. Over the years there have been many changes in the way we use direct mail for marketing. Slapping a resident label on a card and mailing to everyone in your city does not cut it anymore.
Some of the best practices that have been in use for a while now are listed below. By using some or all of these, you can help keep your direct mail more cost effective and easily increase your ROI.
- Targeted mail lists: There are so many ways you can really define your best prospects.
- Mail tracking: Know when your mail delivered so that you can follow up.
- Creative designs: Stand out in the mail box.
- A/B testing: Really track results on what messaging and formats get the best response.
Since many people now spend more time on their mobile devices, you can use your direct mail to catch people on the go. In this day and age, we can empower our direct mail with technology to drive an even greater response.
When your direct mail has the latest technology, you let the recipient into the driver's seat of your marketing. You allow them to pick and choose the information they are interested in at that moment. You can incorporate mobile marketing into your direct mail by using some or all of the following, as easy gateways to online information via recipient's cell phones.
- QR Codes: Directs them to a landing page with an offer, a way to buy or more information.
- Augmented Reality: Use your imagination to create a powerful experience.
- NFC: Near Field Communication can be used to drive mobile devices where ever you want to with a tap or touch between the phone and an embedded chip.
- PURL: Unique and personalized landing page created especially for each recipient.
By adding these instant response methods, you increase the opportunity to catch someone in the moment as a hot lead, if not a sale. After all direct mail influences 76 percent of internet users to buy a product or service online (Exact Target), so you need to make sure that you are driving that online engagement. Creating the mobile optimized landing pages for recipients to gather more information, make a purchase or share ideas with others is a must with each direct mail campaign you do.
Thirty-four percent of consumers search online for more information about a product or service when receiving direct mail from a brand they are interested in (Direct Marketing Association). Don't you want to be the one controlling the information they see, rather than Google? When you create the landing pages and supply all the information, your competitors are not there to distract from your message, you are in control. Some helpful tips to keep in mind when creating the landing pages are below.
- Use the same design theme as the direct mail piece for a consistent look.
- Ask for minimal information in order for them to download or signup for something, basically name and email address.
- Allow them to make a purchase from the mobile landing page.
- Make the call to action simple.
- All the messaging on the landing pages need to follow the lead of the direct mail piece. If you switch gears on the landing page, it will be confusing to the customer/prospect.
By empowering your direct mail with choices and ways to gather information, you are empowering your customer/prospect to make a quick and easy decision on your call to action. This means your direct mail will need to have a clear call to action with more than one way to respond. It is vital that you incorporate mobile response devises now, because mobile users are growing rapidly and along with them mobile purchases. Your direct marketing company can help you to create the landing pages and the QR Codes, Augmented Reality, PURL's or NFC. Incorporating the mobile response devices does not have to be labor intensive for you.
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.