![]() Fuse complementary marketing mediums together. Postal Service found that 62% of millennials visited a store in the past month based on information they received in the mail.ģ. However, they can appreciate when ads are valuable to them and relevant to their interests. Millennials, for example, aren't fooled by advertising and generally don't like it. And make sure the right people are getting the message. With today’s analytics, there's no excuse for getting this wrong. Save the details for later in the buyer’s journey. Focus on the offer and simple calls to action. One of the worst mistakes you can make is sending too much mail or cluttering your creative with too much information. If you're targeting current customers, offer them something that makes sense as a next purchase. In fact, according to recent consumer research, people are choosing brands more for their relevance to customer needs than for their loyalty and incentive programs. So ask yourself, "How does this campaign demonstrate our understanding of the user?" If you're selling a lifestyle, demonstrate your authority and expertise with the appropriate jargon. The more you can connect with this human truth as a marketer, the more successful you'll be. In 1936, Dale Carnegie wrote, "A person's name is to him or her the sweetest and most important sound in any language." More than 80 years later, it's truer than ever. In the past two years alone, Google searches containing the phrase "for me" have increased by 60%. So how can you add spice to a classic marketing medium? Here are three tips that can help: It's better to speak to one audience clearly than to try to resonate with several at once. It works best when advertisers have a unique offer for a specific segment of customers, like free trials, exclusive content or a discount on a product. Additionally, advertisers shouldn't use direct mail unless they're targeting a specific audience - luxury homeowners or suburban dog owners, for instance. When a particular marketing strategy begins to create cost-effective results, everyone jumps on the bandwagon. As a result, mailboxes become cluttered with junk mail and the tactic is poorly executed. When used wisely, however, direct mail can be a strong selling tool.Īt our agency, we do a lot of direct mail - from campaigns focused on 120 high-value business prospects to broad initiatives impacting 6 million carefully targeted households. We've found that direct mail, especially when integrated with other channels, continues to rank among the most cost-effective ways to influence and engage a carefully targeted audience. Because it can be held and touched, it conveys emotion and inspires action in a way that screentime can't.Ībout 42% of people read or scan their direct mail. Direct mail's success, though, is what led to overuse of the medium. A piece of mail with a strong offer might sit on a desk or a kitchen counter for days - even weeks - after your target first glances at it. In addition to its pinpoint targeting advantage, direct mail is tangible and has a longer shelf life than email, which users often forget or delete seconds after opening. ![]()
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