We recently had another webinar in our Modern Marketer’s Best Practices series, this time around acquisition strategies in direct mail. Our own Senior Content Marketing Manager, Stephanie Donelson, played host and we were fortunate to have direct mail expert and evangelist Paul Bobnak from Who’s Mailing What! join us to talk about the current state of marketing, acquisition campaign best practices, and review high-performing direct mail campaigns.
If you didn’t have a chance to join us for the webinar you can scan through the key takeaways below - or watch the webinar recording here.
Customer acquisition will always be a goal for marketing teams; and direct mail will always be a conversion-driving marketing channel we can rely on. From identifying the customers you want to acquire to personalizing your direct mail assets, here are three things to keep in mind as you create your next direct mail acquisition campaign.
When it comes to acquisition campaigns, your list and targeting is imperative. Our own State of Direct Mail Consumer Insights report showed that 44% of respondents say direct mail is the preferred channel of communication for brands the consumer doesn’t know. Bobnak added:
Lists are more crucial than ever to the success of any direct mail campaign. A list with good data saves you money on postage and paper, and it helps you segment your audience or target individuals on a one-to-one basis with personalized offers.
When Donelson asked about what marketers should think about when buying or renting lists, Bobnak explained, “It’s absolutely essential that you ask if their list was updated through USPS NCOA (National Change of Address) in the last 90 days.”
Targeting is important to make sure your message is relevant to the audience receiving it but then the next hurdle is getting that target audience to take action. That’s where the offer comes in.
As marketers, we’re familiar with the idea of WIIFM (What’s In It For Me?) and direct mail is a channel that needs to be clear and get to the point. Tell the recipient that they’re able to take advantage of a discount, enjoy free shipping on their first purchase, or get a free trial.
Bobnak noted, “After you’ve guided the prospect along the sales funnel - getting attention, creating desire, building interest - your offer has to be so irresistible that the prospect is compelled to take action, like buying a product or service or donating money to a cause.”
Bobnak also touched on adding a premium at the front end or back end, such as a free item, to sweeten the deal.
Bobnak noted that a recent survey from the Association of National Advertisers showed that when done right, direct mail sent to prospect lists can result in an ROI of anywhere from 85% to 112%. Lob’s own research from the State of Direct Mail report found that 67% of marketers agree that direct mail has the highest ROI of any marketing channel they use.
In the webinar Bobnak and Donelson reviewed examples of direct mail acquisition campaigns and called attention to some creative ways these organizations were using personalization, such as:
They even chatted about personalization efforts they’d test on other campaigns, such as different imagery depending on the recipient’s gender.
Recommended reading: The Modern Marketer’s Guide to Personalization
Like any marketing campaign, you have to effectively use the data you have to create a personalized experience and provide value (think of the offer!). With today's direct mail automation technology, you can achieve personalized direct mail at scale that works alongside your other omnichannel marketing campaigns.
These key takeaways are just the tip of the iceberg. Dive deep into acquisition campaigns through direct mail by downloading your own copy of the eBook: The Modern Marketer’s Guide to Customer Acquisition with Direct Mail.
