Reports of the death of direct mail have been greatly exaggerated — in fact, printed marketing materials are finding new cachet among consumers inundated with emails, texts and digital alerts. To make their direct mail pieces more effective and engaging, marketers should adopt the following tactics:
- Move beyond basic “first name” personalization to incorporate information and details that remind customers of positive experiences with your brand;
- Track delivery, receipt and engagement in the same way you track digital marketing campaigns;
- Beta test designs before going wide with a direct mail campaign; and
- Target campaigns through automated triggers based on certain customer behaviors such as a website visit.
For more on the new dos and don’ts of direct mail, check out this infographic from Lob.
