Direct Mailing: Advantages & Strategies for Effective Campaigns
Direct mailing is a powerful marketing strategy that enables personalized communication with potential customers through postal mail. This method enhances lead generation and fosters lasting relationships by targeting recipients based on specific characteristics. Learn how to initiate a successful direct mailing campaign, understand the choice between one-to-many and one-to-one marketing, and optimize customer database management for effective results.
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Presentation Transcript
8. Advertising Direct Advantages of an Effective Strategy Mailing: Characteristics and Direct communicates directly with potential prospects through personalized postal Through the massive sending of paper letters, brochures, leaflets or catalogues, advertising or commercial messages can be delivered to a single customer or prospect. This proves to be very useful especially in terms of lead generation - that is, to raise the level of attention towards the brand or product being communicated. mailing is a marketing strategy that communications. 2
8. Advertising Direct mailing: where to start Also known as mail order or direct postal advertising, direct mailing starts with the selection of the recipients of the message in a mailing list, or contact list, and is then divided into two possibilities: One-to-many marketing, in the event that the same message is sent to all recipients, or to a rather large cluster of prospects (i.e. differentiated by segmentation); a group of contacts One-to-one marketing, if the offer is personalized in a widespread manner based on the characteristics of the recipient. 3
8. Advertising The choice for one method or the other depends primarily on the type of communication that you want to convey through campaign, on its specific nature and, consequently, on the number of potential recipients that can be a good target . A lead generation campaign will not have the same tenor as a campaign aimed at reacquiring old customers lost over time: significantly different marketing strategies must therefore be applied to the same tool. the direct mailing 4
8. Advertising However, it is always necessary to keep in mind that every direct marketing strategy, including direct mailing, has the objective of establishing a direct and lasting relationship characteristics and needs of the customer will always be at the center of communication. with the target: the the marketing strategy. 5
8. Advertising How campaign If you intend to build a promotional campaign that takes full advantage of the potential of direct mailing, it will be good to check the assumptions and follow some suggestions that could prove to be very useful. First of all, accurate and verified management of customer database information essential, a fundamental shipment management. to build an effective direct mail systems for is prerequisite good 6
8. Advertising Neglecting particularly company, caused by duplicate mailings, incorrect typing of names and deliveries. Certainly giving the impression of being disorganized or confusing will not help improve our status, whatever the progress. Finally, a superficially campaign would greatly limit the possibilities of unequivocally verifying sending is sufficient to alter the results of a statistical monitoring of the campaign. this counterproductive aspect can in fact lead for to effects the addresses or missed marketing operation in planned direct mailing the results: a double 7
8. Advertising Furthermore, it is important that the database is made up of duly segmented contacts, in such a way as to optimize communication marketing campaigns and make promotion and marketing activities effective both for acquiring new customers and for improve relationships with its users. in one-to-one 8
8. Advertising In summary, an efficient direct mailing strategy must meet 4 fundamental requirements: Targeted target: the message must be carefully targeted and personalized on the basis of the profiled target; it is now communication society, that the message responds to the requirements pleasantness. A graphically well-crafted postcard with clear content has a significant impact on the recipients and creates conversion rates estimated at around 7%; Creativity: necessary, in the of originality, impact, 9
8. Advertising Call to action: it is important that the content of the message leads the potential customer to carry out an action that brings him closer to purchasing the product being advertised; a clear call to action with a single answer cannot be missing; Effective distribution: the advertising campaign, which is more or less geolocated, must follow a distribution planning and a punctual and precise delivery service. 10
8. Advertising Good planning, as in any other area of marketing, undoubtedly increases the chances of success of the campaign. But through which methods does Direct Mailing have the most chances of success? While on the one hand the technological revolution has favored digital communication undoubtedly guarantee speed and capillarity, various studies have shown that consumers place a greater degree of trust in the good old paper. tools, which 11
8. Advertising The advantages of Direct Mailing As demonstrated by the research carried out by the GFK Eurisko Consumer Panel, direct mailing is a particularly effective and communication system, as well as obviously direct, as it is totally free of intermediaries. Furthermore, a consistently implemented direct mail campaign is characterized by particularly high conversion rates, a natural consequence of the remarkable responsiveness of the recipients. low-cost commercial planned and 12
8. Advertising It is in fact estimated that 90% of those who receive a letter tend to open the envelope to read its contents, and 10% are inclined immediately to purchase, answering the call by accepting an offer, visiting a of sale or the request for information. 13
8. Advertising Furthermore, statistics show a 30% increase in turnover for companies that use direct mail, and an increase in customers that can reach 25%. Through the services Ufficiopostale.com, it specific direct marketing campaigns for mailing in full autonomy and in a few minutes. With the postal direct mailing activity, it is possible to create personalize the sender registered letter, a registered letter with return receipt, a letter in priority mail or a telegram in a single or multiple sending. offered by is possible to create advertising and postcards, a simple send 14
8. Advertising The service also provides the possibility to create the graphics of the communication, select the target, send the message by registered mail, letter or telegram and choose the date of sending the campaign. Once the order has been sent, the Post Office will print, bag, print the addresses and send the direct marketing communication. Upon request, it is possible to purchase lists of personal data for sending communications with warnings of use of OPT-IN. 15
8. Advertising Furthermore, the mailing service can be integrated directly into the management platform used by the communication office, so as to be able to integrate this functionality into one's work environment. 16
