Marketing trends often go through cycles, what was considered old often has a revival in popularity. Previously, direct mail advertising was often considered outdated, email was the most innovative way for companies to communicate with their customer base. The Internet took over the world as we knew it, making communication faster and easier than ever.
However, something critical was lost in the ease of online communication: a personal touch. The younger generations are now excited about the authentic and personal touch. There is something exciting and nostalgic about opening the mailbox and finding something personalized inside: especially when it’s attention-grabbing in design.
In this article, we discuss how direct mail campaigns are “in fashion” again by utilizing digital techniques, and why companies are using direct mail to target their customer base.
Retargeting campaigns are utilized in direct mail
It’s never been easier for businesses to “target” potential customers using cookies left behind on a computer from completed call-to-action forms. Using this information helps businesses know they are targeting the right people when they send out marketing campaigns and other related media.
Using direct mail campaigns alongside your digital campaigns increases the conversion rate and gives companies a second chance to close a sale. This process works well for potential customers who complete an online shopping cart but never checkout, also known as the “abandoned cart customer”.
Personalized trigger–based campaigns have a high success rate
We leave a lot of information about ourselves on the Internet, information that includes personalized dates, such as birthdays and anniversaries. Companies use this information to send what’s called a “trigger-based campaign”. That means direct mail that is relevant to a person’s unique birth or anniversary date.
Restaurants, for example, can send direct mail with discount codes for a couple to celebrate another year together. Having a tangible reminder that can be held or put on the fridge is a great way to get your company name to stick in an individual’s brain more effectively than email or social media marketing.
Personalization and art increase engagement
People tend to like beautiful things to hang on the refrigerator or office bulletin board. Whether it’s a reminder of a special event or a coupon code for a night out, direct mail that is eye-grabbing and artistic has a better chance of being saved. Additionally, a person is more likely to hang on to a direct mail piece that has their name on it: a personal touch makes them feel like an individual rather than just a targeted customer.
Direct mail campaigns and other printing services
Using state-of-the-art tracking and analytics, Ritter’s Printing & Packaging can help validate your direct mail campaign success. We have extensive experience in design, format, print, data, personalization, and mailing services.
For quality assurance in your promotional tools, trust Ritter’s Printing & Packaging for your printing services. We offer high-quality folding cartons, eye-popping labels, and more to help your South Florida business grow in 2023.
Call today at 954-771-7204 to learn more about our services.
