3 ways to use direct mail effectively in the age of social media

Although direct mail requires printing and postage, we still include it in our marketing plans because it can be effective if you do it right. Don’t discount the traditional methods. MarketSmart has generated millions of dollars for clients with direct mail.

Combine online and offline channels.

Often it is best to combine direct mail with an Internet landing page. Drive respondents online for more information – then give them opportunities to convert into leads.

Be relevant and timely.

It’s all about THEM.  To improve your response rate, you must send highly targeted, relevant offers and information to your prospects. Otherwise, it’s just “junk mail.”

If you use your data to send the right person, the right offer, at the right time, direct mail will deliver an exponential return on your investment.

Finding the time to do it right may be difficult but the rewards are exponentially better.

For “nurturing efforts”…  Create some postcards in bulk

While small postcards are a form of direct mail, they are cheaper to produce and deliver than full-blown direct mail packages or sales letters, and they are great for generating leads.

You can use them to build awareness over time (with repetitive “drip” marketing”), drive traffic to your website or to promote a special offer.

Postcards are also a great way to stay in touch with your customers and prospects. We suggest you create 3-5 key messages emphasizing your unique selling points and competitive advantages. Then design and print them all at once to gain economies of scale and save money.  Next, drop them in the mail every few weeks or so.  Make sure your list is a good one that includes people you know want to hear from you such as: frequent customers, repeat visitors, loyal donors, etc.

That will build awareness and generate activity for you in a turnkey fashion. Create the plan once and just let it run all year long.

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