3 Secrets of Savvy Direct Mail Marketers

There are 3 secrets every savvy marketer knows about direct mail marketing that average marketers don’t:

Testing #

• Savvy marketer: Establishes a well-planned testing strategy to continuously test and beat the control.
• Average marketer: Doesn’t have a testing process (or the discipline to test regularly.)

Personalization #

• Savvy marketer: Creates a truly personalized experience for the recipients – from the mail piece to the landing page and throughout all follow-up touches.
• Average marketer: Sends non-personalized pieces, or at best, the personalization ends at the greeting: “Hello, First Name.”

Integration with digital channels #

• Savvy marketer: Sends direct mail integrated with digital channels to maximize impact.
• Average marketer: Sends direct mail with no alignment with other channels.

Remember, the lifetime value of a customer acquired by direct mail is likely to be higher than other channels. But launching successful direct mail campaigns needs thoughtful consideration and careful planning of critical elements – It’s an art and a science.

Here’s the fourth one from friend and my colleague at MindFire, Joe Manos:

Savvy Marketers know it requires more than one touch and design their Direct Mail programs to be ongoing. Their prospects have varying priorities and while they may not be ready today, 90 days from now they may be. If you continue to engage them with high-value messaging and offers, when they are ready - YOU will get the business.

One and done programs don’t offer the same level of success and conversions.