Direct mail conversion rates spike shortly after the mail drops, but the responses can slow down quickly, keeping you constantly at work in your marketing. Here are some ways to prolong the use and success of your mailers, keeping them out of the recycling bin and in your prospects’ minds.
Include a Branded Gift or Printed Coupon
A postcard or letter sent with a small, branded gift will be effective for a longer period of time because people will most likely keep the gift. You can put your branding on pens, mugs, or any small gift you’d like to send out. Not only do consumers open dimensional mail and packages at a much higher rate than flat mail, they also tend to keep the items they receive. They may not be ready to convert just yet, but your branded pen will stay on their desk until they are, keeping your name in the back of their minds. If you include separate printed materials such as coupons, tickets, or flyers, they have a higher chance of sticking around as well.
Combine With Digital Marketing
Marketers are finding more and more that combining channels results in the highest conversion rates. Direct mail is a fantastic way to get your foot in the door, but your leads may need a few more touches before they are ready to do business. One of the most effective ways to do this is to create a custom landing page for the specific campaign or offer you are pitching to them. Not everyone will convert just from the landing page, so this is a great opportunity to utilize retargeted digital ads or IP-targeted ads. That way, after your leads have visited your landing page, they will continue to see ads for your business on other websites. Alternatively, you could track who visits your campaign’s landing page and give them a phone call to try to close the sale. The idea is to use your direct mail piece as a jumping off point, from which you can gently nudge your leads down the funnel via digital marketing.
Implement these strategies and start getting longer-lasting success out of your direct mail campaigns! Think outside the box, give them something they’ll want to keep, and keep hitting them with your message using digital marketing. Harness the wisdom of Plum’s marketing experts by checking up on our blog for more tips, tricks, and guides! Need help getting started on your next campaign? Give us a call at 1-800-992-9663 and we’ll come up with something that fits your campaign’s specific needs.