It’s highly unlikely that anyone in your CRM has the name “Current Resident.” Mail pieces addressed to “current resident” are thrown away because people know the content contains a generic message. Personalization Technology: Because Your Customers Aren’t Named “Resident” Let’s take a look at the technology that allows for advanced personalization strategies that make direct mail so effective in 2021. Personalization works because it captures people’s attention. Localize marketing: Quickly seize opportunity by adapting messaging to address regional events or shifts in local behaviors.Customize special offers: Cross-sell, upsell or send reminders to renew a service or product.Connect on a meaningful level: Acknowledge customer anniversaries, birthdays, holidays and more with personalized offers that resonate with their demographics.Re-target and re-engage: Grab the attention of, and reconnect with customers who have stopped opening emails or haven’t purchased from you in a while.Reinforce email offers: Pair a personalized direct mail piece with a digital marketing campaign to stay top of mind.Build brand loyalty: Welcome new customers and recognize milestones of long-term customers.Psychographics: Interests, lifestyles, activities and values.Īnd here are just a few of the ways you can put the power of personalization into action:.Behavior: Buying patterns, habits and preferences.Demographics: Gender, age, ethnicity, income, occupation, education level and home type.Geography: Physical location, including county, town, zip code and even subdivision.Modern direct mail marketing strategies leverage your customer data to hyper-target and personalize every interaction in a way that digital channels simply can’t compete with.Įverything from names, copy, logos, images, colors, offers, URLs, QR codes and more can be personalized from one piece to the next by segmenting customer data such as: We know marketers are obsessed with data – we are, too! Modern Direct Mail is Data-Driven and Hyper-Targeted Long gone are the days when your options were limited to black-and-white printed pieces in three formats that were addressed to “Current Resident.”Īnd to that point, let’s dive into how data and technology power the extraordinary ROI that today’s direct mail delivers. Successful direct mail campaigns are a lot more data-driven and technologically-advanced than you might think. Here at Jet Mail, our customers have achieved response rates as high as 30% on mailings of just 2,500 hyper-targeted pieces. Up to 90% of direct mail gets opened, compared to only 20% of emails due in large part to modern direct mail strategies like personalization and hyper-targeting. ![]() Yes, Direct Mail Marketing Still Works in 2021Īnd please, don’t call it a comeback, direct mail has been here for years.ĭirect mail has withstood the test of time because it doesn’t get lost in the deluge of digital. Incorrectly referenced as “making a comeback” in 2021, the hype around direct mail marketing ebbs and flows as new communication channels or platforms come and go, but the popularity and effectiveness of direct mail has never gone away. Fashion from the 1990s has been making a comeback (puzzling all of us who lived through that decade).Īnd this leads us to direct mail. have been on a steady increase since 2006. In 2021, it feels like what’s old is new again.
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