In our last blog we looked at the emerging relationship between direct mail and digital; why they’re perfect partners, not rivals for your marketing budget.
Here are some how-to tips that demonstrate how you can blend the two together to increase your responses and convert more sales.
Imagine for a moment you have a rather gorgeous hotel, nestling in the countryside. It’s a magnet for business visitors and holidaymakers. You want to build a relationship with your business customers and encourage repeat visits in their leisure time. You could fall into the uninspiring marketing trap marked "irreducible minimum" and send regular text messages interspersed with e-mails. Like many businesses that fail to move their marketing beyond these narrow confines you’re running the risk of simply adding more clutter to their inbox. You are but one perilous step from swift deletion.
What if you also added a monthly lumpy mailshot to the mix?
You want to promote your fabulous Valentines’ break. You add a foil covered chocolate heart to your letter and a beautifully designed voucher encouraging the recipient to go online and book their Valentines break using the special promotional code.
Which approach do you think will yield the highest click throughs? The easy to overlook text messages/ e-mails only or, your sensory rich, intriguing and colourful direct mail designed to add depth and colour to your message and so build desire?
Let’s now look at a restaurant that is launching a fine dining business club to encourage big spending business customers to visit more often in a social capacity. They create a direct mailshot that includes a VIP pass, a sample menu with mouth watering descriptions of what will be served on different club nights plus a call to action; register for membership and for offers on our website. Inspired by the mailshot the customer registers and signs up to e-mail alerts for club nights. They also have the option of downloading and printing offer vouchers or using their mobile to scan the offer QR codes. To keep their interest they receive a targeted mailshot every other month with the contents personalised to reflect the events they have attended, their relationship with the restaurant and their personal preferences.
Let's switch to a completely different business; a firm of accountants want to promote their blog and the useful small business resource section on their website. They post information rich content on websites aimed at small businesses in exchange for links to their blog and resources page. They use social media to promote their website. However if they are trying to build a relationship with a large number of small businesses within their local geographic area then for a small outlay they can buy or rent a good quality list of small businesses and send a lumpy mailshot to each one promoting their website and also encouraging each business owner to contact them by phone or email. Direct mail gives them a much greater freedom of expression and enclosing a pen with the letter and business card will guarantee the envelope is opened and the message read.
Is direct mail the missing ingredient in your digital marketing?