Imagine yourself stepping into a tradeshow that is overflowing with swarms of people, all vying for your attention. Each booth bombards you with flashy displays, loud music, and salespeople eager to pitch their products. It can be overwhelming. Sadly, even the best marketing messages can get lost in the noise and chaos. What’s worse is that once you leave the venue, it's hard to remember anything specific and you’ll likely miss the opportunity to explore something truly valuable to you and your organization.
This is exactly what can happen with an all-digital marketing strategy. Modern customers are bombarded with emails, social media ads, and website pop-ups. As a result, important messages can get lost in the digital clutter — which is why brands of all sizes are rethinking direct mail and its value as a viable communication channel. Direct mail is a tangible communication that lands right in a potential customer's mailbox, demanding their attention in a way that a digital message can't. It’s like receiving a VIP pass to a quieter and more focused tradeshow experience, where your time and attention is valued.
Still, one of the most debated topics in marketing is where to allocate resources and determine which marketing channels offer the best return on investment. Many marketers still don't understand how direct mail can complement digital channels to drive better results. This article tackles that topic and provides talking points that mail and print service providers (PSPs) can use to bring the conversation to the table and help their customers make sound marketing decisions.
Bridging Traditional and Digital Marketing for Measurable Results
Though often seen as a traditional marketing tactic, direct mail continues to prove its relevance in our digital age. Market leaders recognize that it’s one of the best channels for measuring results. Moreover, direct mail is a key contender in driving results when used to complement an omni-channel approach. The National Postal Forum (NPF) is focusing on collaboration, innovation, and excellence this year, and it's no coincidence that direct mail stands out as a medium that aligns perfectly with these values.
Collaboration and Direct Mail
Keypoint Intelligence’s recently released Vertical Visions multi-client study revealed that across all vertical industries surveyed, nearly three-quarters agree that they are increasing the use of print marketing (direct mail) because digital alone does not produce sufficient response rates.
Figure 1: Agreement with Statement about Media Split
Marketers are warming up to the value of taking a collaborative approach with digital and physical marketing channels. As a result, brands of all sizes are positioned to be seen and heard.
Innovation in Print Communications
Innovation in print communications means introducing new ideas, methods, products, or services that create value and meet your customers' needs in a novel or improved way. It often involves breaking away from traditional thinking. From interactive elements to unique formats, there are endless possibilities to make direct mail pieces stand out. A perfect example is the most recent marketing campaign from Planet Fitness, which chose to stand out by mailing poster-sized postcards to promote new memberships. This technique created an effect that would be very difficult to replicate with email. Then there’s the simple example of a “Just Listed” real estate postcard that embeds a QR code with clear instructions to “scan me for a video walkthrough.” These are both examples of a standalone marketing campaign that used design elements to grab (and hold) the attention of their intended audience rather than taking a conservative approach.
The biggest challenge with innovation is adopting a capacity for zero mindset. To put this another way, many marketers may find it difficult to start from scratch. As a mail and print service provider, it's up to you to help your brand owners reimagine the possibilities of direct mail. Today's cutting-edge printing techniques and creative design make creating a memorable experience easier than ever before all while showcasing a brand's commitment to the customer experience.
When we think back to that VIP Pass that enables a quieter and more focused experience, nothing has more impact than a personalized message in making a lasting impression on the recipient. As such, it should come as no surprise that over 56% of respondents to Keypoint Intelligence’s vertical visions research that send personalized or versioned direct mail are seeing significantly higher response rates.
Excellence
To achieve customer communication excellence, brands must demonstrate continuous improvement and a willingness to surpass the status quo. Organizations spend hours seeking opportunities to improve customer loyalty and differentiate themselves from their competitors. According to Bain & Company, businesses can grow revenues between four percent and eight percent above their market when they prioritize a better customer experience. Exceptional communications are a quick way to surpass the ordinary. It's up to those of us in the print communications industry to show our customers what great looks like.
If you haven’t already updated your portfolio of direct mail samples and best practices, don't delay! Take the opportunity to create a narrative that highlights the uniqueness of each mail piece and the impact it had on the marketing campaign’s objective. It’s all the better if you can share the response rates and conversions, but the story doesn’t stop there. When you can explain why the piece worked, you can clean the slate for new ideas.
Direct mail remains a steadfast strategy for businesses that are aiming to exhibit their commitment to excellence and their endeavor to enhance customer experiences. It's more than just a communication tool—it's a canvas for creativity. By transforming the mundane into the unforgettable, direct mail sets the stage for extraordinary brand encounters.
Transforming Quantity into Quality
The sheer volume of direct mail sent each month is staggering. According to Keypoint Intelligence’s vertical visions research, companies with 500 to 999 employees send between 51,000 and 75,000 mail pieces every month. This is a substantial number, but it shouldn’t be seen as a logistical hurdle. This vast number of mail pieces represents a tremendous opportunity to connect with a massive audience. By crafting compelling direct mail campaigns, businesses can turn pieces of paper into powerful tools for reaching new customers and strengthening relationships with existing ones.
Direct mail can represent a goldmine for PSPs that understand the power of connection. While some businesses might see direct mail solely in terms of volume and per-piece pricing, forward-thinking PSPs can position themselves as strategic partners. By initiating conversations that focus on the customer experience, these providers demonstrate their ability to go beyond just printing and mailing. They can offer expertise in crafting targeted messaging, personalization techniques, and even integrating direct mail with digital marketing efforts for a truly omni-channel experience. This shift in focus, from volume to value, enables PSPs to build stronger relationships with their clients and solidify their role as essential partners in driving customer connections and brand loyalty.
The Bottom Line
Customer acquisition costs continue to skyrocket, making it crucial for brands to keep their customers happy for the long game. Imagine the benefits if marketers could offer every single prospect and customer that A-list feeling without the hassle of velvet ropes. Direct mail offers a tangible and impactful way to communicate with customers, especially when the digital channel is overcrowded. By bridging traditional and digital marketing efforts, businesses can achieve measurable results and create memorable brand experiences. PSPs play a crucial role in this process by helping brands rethink value over volume with direct mail. By focusing on the objective of each campaign, PSPs can offer strategic guidance and elevate their role to become collaborators in driving customer connections and brand loyalty.
Karen Kimerer of Keypoint Intelligence has experienced the many challenges of expanding current market opportunities and securing new business. She has developed a systematic approach to these opportunities, addressing the unique requirements of becoming a leader in our changing industry. She is well-versed in 1:1 marketing, web-to-print, direct mail, book publishing, supply chain management, data segmentation, channel integration, and photo products.
This article originally appeared in the May/June, 2024 issue of Mailing Systems Technology.
