Using Direct Mail to Drive Customer Acquisition Online
At Macromark, we are an example of the power and relevance of direct mail marketing campaigns. We continue to create and execute successful direct mail campaigns that hit their desired targets and either acquire or retain desired consumers.
How a campaign is judged to be successful depends on its purpose. A lot of campaigns are designed to have consumers make a purchase or place an order directly from the mailer; however, what is fast becoming an effective strategy is having the mailing pieces act as a precursor to the purchase or order by directing the consumer to an online platform. In other words, the purpose of the direct mail campaign is to drive consumers online, where they can further engage with the product or service and then make a decision accordingly.
This approach can be beneficial in several ways, especially if the aim of your campaign is to have the website or landing page do all the selling and handle the transaction. Marketers are increasing their marketing budgets to optimize or maximize the online experience for their brands, products, or services. There are many possible strategies to employ to drive qualified traffic to a website or landing page, but few are as targeted as mailing the perfect audience to spark their interest in the prospect.
Furthermore, administering a multi-channel marketing campaign increases the overall engagement between your brand and the prospect. With a call-to-action guiding consumers to an interactive, optimized website and strong messaging a certain level of mystery or mystique is created, the total multi-channel message becomes consistent and creates more intrigue for the consumer.
Once they go to your website, then of course you need to do your best to get a sale or bring them through an optimized funnel to develop them into a lifetime client or customer.
Speculation continues to persist about pitting direct mail marketing against digital marketing channels. On their own, both are a suitable means of reaching a targeted audience and offer benefits the other cannot, but when paired together and utilized effectively in a targeted, focused campaign, they can yield favorable results. It would be best for any marketer not to discard the benefit of either and find ways to make both work in unison for the benefit of the company.
As the landscape for reaching and acquiring consumers continues to develop, Macromark will remain strong in their position as leaders in executing direct mail marketing campaigns. We’ve been successful for decades and have the ability to adapt to the ever-changing market due to a strong understanding of how to run winning campaigns and experience that allows us to be efficient and offer our clients the best guidance in their marketing efforts.
Goldstein, M., “Acquisition Marketing in a Multi-Channel World,” Canada Post website;
http://www.canadapost.ca/cpo/mr/assets/pdf/business/aquisition_multichannel_en.pdf, last accessed May 13, 2014.
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