Home Business Insights & Advice How to use automated direct mail to reach new customers

How to use automated direct mail to reach new customers

by Sarah Dunsby
22nd Mar 23 1:14 pm

Direct mail is a great way to reach out to potential customers in an audience group you’ve never tried before. Besides, direct mail isn’t just for building brand awareness; it’s an excellent sales tool too. You can target a specific group of people or customers directly, which will give you the best chance of getting your message across and making a sale. It’s also affordable, easy to use and most importantly, it can be programmed. Below you will find some tips for reaching new customers and expanding your audience using automated direct mail.

Some of the benefits of using automated direct mail marketing

Automated or programmatic direct mail can offer several advantages to businesses that utilise it. One of the primary benefits is that it can help save time and effort by automating the process of creating and sending mailers. This can be particularly useful for businesses that need to send mailers frequently or on a larger scale. Additionally, automated direct mail marketing can help businesses and brands to improve their personalisation and targeting efforts by leveraging data analytics to segment potential customers based on various factors such as demographics, purchasing behaviour, interests, and so on. This can help to deliver more relevant and effective mailers to targeted recipients, ultimately increasing the likelihood of conversion.

Automated direct mail marketing can also provide businesses with valuable insights and metrics through tracking and reporting features, which allow them to gauge the effectiveness of their campaigns and make data-driven decisions for future campaigns. More importantly, programmed direct mail marketing can be a cost-effective option, reducing the need for manual labour and printing costs and helping businesses to optimise their marketing budget.

The types of mail you can send using automated direct mail

There are many different types of direct mailers you can use, depending on your preference and the objectives of your campaign. This can include brochures, confidential letters, fact sheets, flyers, postcards, one-piece mailers and many more. You may find that you want to target specific types of customers, such as new customers or those interested in a specific product. In this case, it’s a good idea to understand which direct mail works best for your target audience while considering its cost and environmental footprint.

For example, if a potential customer has requested more information about your product or service, you could send personalised postcards or one-piece mailers with QR scan codes instead of sending a traditional brochure or mailpack with an envelope and separate enclosed items. This is more cost-effective, quicker and easier as it contains the same information but in a smaller format and a more visually appealing design. Using QR scan codes also makes it better and easier to track your direct mail campaign because you can direct prospects to the next step in their customer journey. Besides, running a direct mail marketing campaign using postcards and one-piece mailers can be an environmentally friendly option than most traditional direct mailers as it uses less paper and packaging. To learn more about different direct mail use cases, click here.

Tips for designing direct mail that resonates with new customers

One of the easiest things you can do to create a compelling direct mail campaign is to personalise direct mailers. This may seem like a no-brainer, but many marketers skip this step. Besides, personalising automated direct mail campaigns is effective for connecting with new customers and boosting sales. To ensure that your campaign resonates with your target customers, here are some tips:

  • Design eye-catching visuals. Incorporate brand colours and fonts, as well as an attractive layout. Ensure all visual elements complement each other.
  • Write a compelling copy. Use clear and concise language, and avoid using marketing jargon. Use a confident and friendly tone of voice (or depending on your product/ service), and make sure that the main message comes across within the first two sentences.
  • Personalising your message is key to making it more engaging and relevant.
  • Make sure that there is a clear call to action that persuades the reader to take some kind of action, such as subscribing to your mailing list or visiting your website, buying a product and so on.

Integrate automated direct mail with CRMs, CDPs and other marketing channels

Another advantage of automated direct mail is its compatibility with various mailing integrations, such as customer relationship management systems (CRMs) and customer data platforms (CDPs), as well as third-party marketing channels. This can help create a more cohesive campaign and maximise the effectiveness of your overall marketing strategy while delivering the best results for your business. For example, you can use an existing CRM system to build a highly segmented, direct mail database and send personalised direct mailers to potential customers who have shown interest in your product or service.

Utilising automated direct mail in combination with other data sources and marketing channels is a great way to increase the effectiveness of your overall marketing strategy. Additionally, it can provide you with new insights into the interests and behaviours of your existing customers that you might not have explored before. This way, it can create new opportunities for reaching out to new customers and expanding your audience.

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