Let’s face it: Your targets are becoming harder to reach. They’re busy e-mailing, texting, connecting on social networking sites, watching hundreds of television channels, viewing online videos and listening to satellite radio, among other things.
The good news for marketers is that all those other mediums can work with mail in new and interesting ways that get results. By taking advantage of diversified channels, you can add impact, build engagement and strengthen your database.
For instance, catalogers have found that mail drives more traffic to their websites and that it also increases the amount people spend when they get there.
Likewise, you can send just a postcard to promote an upcoming store event. But you’ll generate an even bigger bang by sending an e-mail soon after and promoting the event on social networking sites. The day of the event, bolster your database by gathering information from every attendee, then follow up with a tailored direct mail piece to your newly expanded list
3 ways direct mail integration can help gather customer data
Combining marketing channels can help you capture customer data in other ways, too. Among them:
- Mailers can drive targets to a personalized URL (PURL) where they can see customized information and fill out a profile.
- Mail and mobile can be paired to build a loyalty club.
- Social networking followers can be invited to join your mailing list to receive a free product sample or discount.
As your database gets stronger, you’ll get a clearer picture of how your targets wish to communicate with you and which mediums best complement your direct mail efforts.
By keeping the tone, look and feel of your message consistent across multiple touch points, you’ll reap another reward of integration: increased brand awareness.Direct Marketing 101, Small Business