We’re in an age of digital marketing, where companies vie for the first page of Google search results, pay a premium for social media ads and send billions of emails each year. And while all of those marketing methods can be successful, especially when integrated, a personalized and automated direct mail campaign is key to engaging with new customers. Direct mail is the old tried-and-true, and when overlaid with a technologically sophisticated, targeted marketing approach, direct mail can be even more effective, relevant and timely.
Why Direct Mail?
In short, direct mail has the best response rate of all media types. According to the Direct Mail Association 2017 Response Rate Report (as summarized by IWCO Direct), direct mail response rates (5.1% for house lists and 2.9% for prospects lists) are greater than all digital channels combined (2%). InfoTrends also did a study on direct mail and found that 66% of direct mail is opened, 82% of direct mail is read for a minute or more, 56% of consumers who responded to direct mail went online or visited the physical store, and 62% of consumers who responded to direct mail in the past three months made a purchase.
Why Personalize Direct Mail?
A well-personalized mailer is targeted, grabs the prospect’s attention and makes them feel special. When direct mail is compelling enough to evoke that feeling, customers respond. The InfoTrends study also revealed that over 84% of consumers reported that personalization made them more likely to open a direct mail piece. Personalization can mean using the recipient’s first name in an inviting way, placing images that reflect his/her interests or individualizing the offer.
Why Automate Direct Mail Campaigns?
Automating marketing has numerous benefits, and allows businesses, even small businesses, to connect with more potential customers despite limited resources and time. Automation is handled through a system or program – whether in-house or outsourced to another company – and makes sending automated, personalized direct mail as easy as sending an email. Following are some additional benefits that come with marketing automation:
- Allows businesses to connect with their ideal customers by setting preferences/restrictions for targeting.
- Provides detailed reporting, complete with graphs, statistics and other data to track and analyze campaigns, and optimize future campaigns.
- Makes it easy for businesses to have a consistent brand presence across multiple channels, which helps customers identify the business and builds brand awareness.
- Saves money with the reduced need for staff and leverages economies of scale from minimal effort and a turnkey approach.
Personalized, Automated Direct Mail Campaigns at BirthdayPak
BirthdayPak has a streamlined approach which takes the burden off of businesses who are looking to acquire new, loyal customers. Available in dozens of metropolitan areas across the country, hundreds of thousands of affluent women receive a personalized, oversized BirthdayPak each year at the beginning of their birth month with valuable gift cards to high end restaurants and retailers. (More about BirthdayPak and how it works.) BirthdayPak provides an automated approach and focuses on targeted lists of ideal customers. Once recipients activate their BirthdayPak online, they receive email marketing that further promotes the brands of its business partners and works in tandem with the direct mail effort. BirthdayPak business partners are often happily surprised by the response rates (direct mail and email) and an impressive rate of return in many cases.
If you’re a business owner looking to start a personalized and automated direct marketing campaign, please visit BirthdayPak.com or call 888-544-3872.