What direct mail can do for lead generation
Finding the ideal time and demographic to market a product or service is one of the most important steps in lead generation. However, it represents a tangible challenge to many organizations that use direct mail campaigns to reach their target audience. In addition to utilizing mailing software, bulk mailings depend on both inbound and outbound lead generation to exercise the most influential methods to create a larger list of contacts and potential clients.
Search Engine Journal stated determining which customers are the target should be a primary goal, as it leads toward a better understanding of how to market services and products. There is a balance between reaching out to new consumers and responding to those who have already contacted a business through either digital channels or traditional means of communication. When a customer has established a relationship with a company, he or she is already engaged to a certain degree and the enterprise has a solid foundation to build off of to offer further goods or services.
However, mailing lists that businesses pay for can help establish leads more quickly than inbound lead generation, according to SEJ. Mailing lists give a business a more stable platform from which it can develop sales, while creating compelling content and an effective social media campaign requires a heavier investment in resources.
Chief Marketer recently looked at automaker Nissan as an example. The enterprise uses a multichannel approach to reach consumers. Nissan sends 40 percent of marketing messages via email. The other 60 percent is devoted to direct mail campaigns, according to Chief Marketer. Kent O'Hara, director of sales and marketing at Nissan North America, told the marketing network summer is generally the slowest time of the year for the automaker, so the company decided to make a concerted effort to contact consumers during the period to avoid a communication gap.
The automaker is reaching out to consumers who haven't performed regular scheduled maintenance on their vehicles in addition to offering discounts, prizes and informative materials, all of which were developed in response to customer feedback.