Direct mail marketers must move forward or get left behind

For the savvy direct marketer – these are the best of times.

Think about it. Twenty years ago you would mail an offer. Wait for it to be delivered. Wait some more for the first response. Calculate your break even date. Then wait for the first profitable responses to arrive. And finally, about 60 days later you could begin calculating the ROI of the promotion.

Today, a direct marketer can mail an offer. Follow up with an e-mail. Then point the responders to a web site or PURL. You can capture response data and sales volume…in real time! Is that cool or what?

Never were there so many tools available to direct marketers. Those who are utilizing multi-channel marketing tools are seeing dramatic improvements in response.

Most catalogers have found that their e-commerce sales spike after each direct mail catalog hits the mailbox. E-mail marketers have found that their open rates are better when a postcard is sent to prospects first. Combining direct mail, e-mail, social marketing, public relations or print advertising is the way of the future.

Yes, direct marketing has changed. You can join it or be left behind. Here are some tips that you should consider when planning your next marketing campaign.

• Make use of multiple response tools – Not all customers are alike. Allow them to respond by whatever method they prefer. Provide business reply card, an 800#, an e-mail address, a web landing page and an address for walk-ins (if applicable) with directions or a map.
• Capture contact information from every response – Not every offer leads to a sale. But everyone who responds has interest in your offer. Adding them to your database allows you to nurture prospects into future customers.
• Make follow-up contacts relevant – Solidify new relationships by referencing the source of their sign up. Was it from direct mail, trade show, e-mail or your web site? When reminded of why you know them, hey react more favorably to future contacts.
• Identify behaviors that allow target messaging – An e-mail responder will be more receptive to e-mail offers. A prospect requesting a free whitepaper might be interested in more information on the same subject.
• Combine branding with direct – Branding is no longer limited to traditional advertising. Take the best elements of your brand and incorporate it into every marketing channel that you utilize.

Direct marketers must refine their tactics to make each contact profitable. To drive sales you must combine multiple channels and utilize direct response methods in every communication effort. By bringing your direct people, brand folks and sales force together, you’ll create more profit and strengthen brand loyalty.

A.M. Mailing has all the resources to be your RIGHT SOURCE. We’ll analyze your needs and recommend services that would improve efficiencies or reduce costs. Call 800-410-MAIL (6245) for more details. A.M. will make a difference for you and your organization.