With the recently implemented GDPR regulations and an avalanche of digital content available online, mail in its traditional form is enjoying somewhat of a resurgence.
With this in mind, we have pulled together 4 mailing trends for you to consider when planning your marketing schedule, in order for you to truly capitalise on the opportunities your campaigns are creating:
- Mail tracking
Direct mail is sometimes overlooked by marketers when planning their strategy. Tracking mail allows them to add value to their direct mail campaigns, by testing the timing of digital follow ups response rates increase. These tests then highlight when the second touch will be most impactful, meaning digital campaigns can be launched at exactly the right time gaining maximum exposure.
- Following up online
The journey from offline to online is an extremely important one. A recipient receives a Direct Mail piece and is motivated to go online, once there however, they leave the site or landing page without making a purchase. A process called ‘retargeting’ uses cookies to track their online behaviour and then serve related content throughout their google journey.
- Following up on social media
In a similar process to the online follow ups, following up on social media is another means in which to ‘light touch’ engage with your prospects. Perhaps your direct mail piece has engaged them enough to follow up online, but they have left your site without signing up to a service or purchasing a product from you. By serving similar content on their social media channels such as twitter or Instagram, you are again able to ensure maximum exposure for your brand or products.
- Tracking calls
If your direct mail piece is intended to drive call traffic, then this increased telephone activity should be tracked to ensure you can gauge the success of a campaign. Sounds obvious doesn’t it, but in reality it’s not always carried out. We see responses tracked across a number of points; websites, landing pages, social media etc, so make sure call tracking is incorporated to get a full picture on a campaigns ROI.
The above points are focused on measuring the ROI of your direct mail campaigns and may be second nature to some already, but it’s important to reiterate the benefits of properly tracking your direct mail campaigns. Many marketers become so engrossed in the campaign itself that sometimes the process of gauging the success of a campaign is given less focus. It’s great to have a campaign that you believe delivers your message perfectly, but if you don’t focus some attention on how a campaign performs across a channels, it’s impossible to know how and where best to spend your marketing budget.
Thanks for taking the time to read this blog piece on Direct Mail. If you would like to talk to us about your marketing campaigns, feel free to contact us on the office number: 0118 474 888 or alternatively email us at: enquiries@heraldchase.com
*Sources: Directmail 2.0, whatheythink
