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Listen to the dataModern direct mail marketing uses a data-first methodology to target campaigns with pinpoint accuracy. Use your internal customer data, combined with your marketing partner to deliver your direct mail materials to your most important consumers. Data has always been part of the direct mail marketing strategy, but in 2017 there will be more data and more ways of analyzing and interpreting that information than ever before. Make the most of it and reap the rewards of a successful direct mail marketing campaign.
Get personalMore data means greater opportunity to personalize campaigns and increase engagement from recipients. Your potential clients are all unique individuals, and no one likes to be treated like they are just a number. Use your data to create narrow market segments and appeal to them on a personal level.
Test, and then test againUsing A/B testing to compare different mailing materials is one of the most important tools available to direct mail marketers. Tweak your copy, change your graphics, improve or reduce your offer to see which produces the greatest ROI (return on investment). If 5% off gets just as good of a response as 10%, then why deprive your business of that 5% profit? Consider targeting different market segments. Start with one segment and then begin breaking it down. Start creating mailing lists based on a range of demographic and economic factors. Change the time and frequency you send materials. Your direct mail campaigns are vital learning opportunities that should inform future campaigns. You will have more data in 2017, but all that information doesn’t mean anything unless you use it effectively.
Integrate with digital marketingIn 2016, we saw the emergence of omnichannel marketing. It may have a name that screams “fad” but the idea behind it is backed by research. Consumers expect a seamless brand experience across all channels. This means that you need to link your direct mail campaign to your social media campaign, website, and other platforms. Present one seamless brand experience, use graphics, language, tone, and style that all meld together to form one coherent experience. Make accessing your online properties as simple as possible. For example, include an easy to remember URL, Twitter, and Facebook username, or even a QR code to take recipients straight to your website via their smartphones.
Provide real valueConsumers are savvier than ever before. They are constantly bombarded by ads online and in person. To stand out you need to choose your market segment carefully and deliver them real value. This value can come in the form of monetary value with a great offer that they will actually use, exceptional customer service, or by providing them with new, informative, and exciting content. The key is that it should always be relevant. If there is one way to sum up the emerging marketing trends of 2017 it would be: quality over quantity. It’s not how much data you have, but how you use it that’s important. More data is available than ever before, use it effectively to create high-value content directed at your relevant customers. Source: https://www.drmg.com/2016/12/tips-for-planning-your-2017-mail-campaign/
In today’s mobile world, email is still one of the most, if not ‘the’ most effective forms of marketing. With the ability to access emails almost anytime and anywhere, marketers have the opportunity to reveal their products to the public on a much larger scale.However, people can be apathetic towards a large chunk of the sponsored or branded emails they receive. In order to overcome a potential client’s indifference, one must be creative and relevant. New and innovative marketing strategies are needed to combat the public’s immunity to ‘traditional’ email advertisement and to avoid having your efforts tossed aside, joining the online junkyard that is generic email marketing. Standard ‘batch and blast’ emails are now just a nuisance to the customer. Sending these will surely hinder your email marketing, as it will be taken as though you don’t care about your customer, nor the experience that you are trying to offer them. Today, marketers can go further and really push the boundaries. Sending a personalised email can go a long way into resolving this issue. Personalized emails deliver six times higher transaction rates, and it shows the company cares about the customer, instilling trust and faith in the brand. Email marketing is nothing without an appealing subject line, and tackling this is where marketers have to get creative. Personalising the subject line isn’t the sole solution to achieving email excellence, but it’s certainly going to catch the recipient’s eye. Emails with personalised subject lines are 26% more likely to be opened. Personalisation is proven to smash the benchmarks set for email marketing. The Entertainer, the UKs largest high street toy retailer, recently saw huge increases from their marketing efforts by sending powerful and relevant emails. “We tripled our email revenue last year compared to the year before. It’s not like we have massively grown the database. All we have done is send better messages to the same people and got better results.” Rob Wood, Head of Online, The Entertainer - Source: SmartFocus. True personalisation is being able to bring all of your data together and actually making something of it. To truly personalise your marketing efforts, you need to include everything in your messaging from what time of day it is? What is the weather like? What device the consumer is using? What is the users’ online behaviour like? Bringing all of this (and more) together will show the customer that you do care about them, which is key to ensuring customer retention. Location, location, location! This segment of data needs to be utilised in order to keep the message relevant and to access true personalisation. Context is key in today’s competitive corporate jungle, and catching your customer at the right time (real-time) is essential in order to stay in the game. For legitimate contextualisation, marketers need to be interacting with the customer in real-time, offering the products and deals that are pertinent to the consumer. Contextualisation and personalisation go hand in hand, and to master both of these aspects truly means mastering your marketing abilities. ‘Peak Performance saw a 50% increase in AOV along with 33% increase in website clicks through contextualisation and personalisation.’ – Source: SmartFocus. The most important aspect of email and mobile marketing is that emails are not considered intrusive anymore, whereas an offer promoted via text message could be. As emails are considered more favourable, they rectify the problems associated with direct-to-consumer mobile promotion, whilst allowing insights from location-based software to keep the message directly relevant, personal and in context. ‘Is email marketing dying?’ is a question that’s been lingering for a while now. The truth is, with technology around mobile further progressing, the ways businesses can further integrate and interact with email advances as well. Mobile offers marketers a real opportunity to get creative and surpass the boundaries that are being set on a daily basis. Email is still one of the most effective products of promotion, with excellent ROI, and it helps to maintain trust between the business and the client. Having said this, traditional and irrelevant emails are certainly going to be left behind. Just as technology advances so too does customer expectation, which means you as a marketer need to be able to utilize your data and products to their full potential. Author: Kym Reynolds Source: http://www.marketingtechnews.net/news/2017/jan/31/how-ensure...