For years digital marketing and printed communications sat separately with their own strategy, targets and ROI measures. Now they can work together, supporting each other to deliver the perfect omnichannel campaign without bombarding customers with endless digital comms.
Communication doesn’t have to focus on the negative either, all too often it’s a reminder that customers haven’t bought anything in a while and have an abandoned online trolley. This is where combining digital assets and data, with some beautifully crafted print can really work to benefit the customer.
Here are just 5 examples of how it can work across different sectors.
1 Imagine, you’ve been browsing your favourite clothing retailer to update your Spring wardrobe and have saved a few items to look at later once the January pay cheque has come in – then, through the post you receive a mini brochure with all the favourite viewed pieces put together in a capsule wardrobe with a QR coded discount for multi-buying that suits your pay day and not when the sale is on.
2 You are considering buying your first house and have viewed a new development, in the next few days you receive a personalised brochure of the house you viewed with all the details needed in how to buy your first house and how best to budget for it.
3 Retirement is on the horizon so you’ve been looking at that holiday of a lifetime – what will it be Route 66, a cruise or Safari? – you receive a brochure unique to you, highlighting all the different types of month-long holidays there are in an easy to browse ‘coffee table’ aspirational style format with a discount for early booking.
4 You’ve just signed up as a regular giver to your chosen charity, as well as receiving the direct debit confirmation you also receive a lovely welcome pack with a personal thank you and information on how your donation will be used.
5 As a business owner your inbox is full of emails with offers on corporate finance, you receive a self-mailer through the post outlining how you can apply for a pre-approved loan with a personalised QR code to start the process.
Did you know – direct mail hangs around the home for a long time. 95% of direct mail is engaged with – mail stays in the home for an average of 4 weeks. Market Reach research
So, direct mail can work in many different ways and you don’t have to stick to the same format. Letters have their place and are great at reminding and sending business critical information – but with a bit of clever design and the right supplier direct mail can become a trusted part of your marketing communication.