Savvy direct marketers are continually testing and modifying their approach to building customer loyalty. The effectiveness of direct mail can be enhanced when augmented with strategic multichannel approaches. Here are a few ways paper-based and electronic efforts can be teamed up to increase the success of customer loyalty programs:
Inbox Helps the Mailbox
Deploying emails in advance of a direct mail effort can boost response rates. The emails alert the customer that a postcard or package will be arriving soon. It explains why the contents are important to them and can provide an image of the outer envelope so the customer will recognize the offer and be more likely to open it. The key to success is having a postal optimization solution that can closely predict in-home dates so the email doesn’t arrive too soon, or too late.
PURLs of Wisdom
Incorporating personalized URLs provides each mail recipient with a unique landing page tailored to his or her interests that often includes key messaging and creative themes from the direct mail campaign. Nearly half of direct mail recipients say they prefer to respond online. PURLs provide a quick and easy way for recipients to continue their direct mail experience in an online environment.
Timing is Everything
The most effective direct mail offers have a response mechanism, whether it’s a reply envelope, phone number to call, a website to visit or a social network to join. Predictable in-home delivery not only controls costs but increases response and conversion rates by allowing marketers to staff their call centers or update their sites or social media programs at strategic times.
Boost Response with QR Codes
Quick Response codes on a physical mailpiece can be scanned with a mobile device or barcode reader and typically take the customer to a dedicated webpage with more information or a special offer. While still a relative newcomer, QR codes are gaining more traction as the use of smartphones continues to rise.
These are just a few of the ways direct mail can support multichannel efforts to enhance customer loyalty programs, but direct mail remains one of the most effective methods to develop and retain loyal customers.
– Kurt Ruppel
Marketing Services Manager
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