Getting an emotional response with direct mail
Direct marketing professionals have long sought the secret to return on investment regardless of the channel they use to target consumers. The majority of companies have invested in address verification software, which creates a strong foundation for any campaign by providing greater accuracy in getting bulk mail items to the appropriate recipients. Marketing managers and professionals in similar roles throughout a variety of industries have had to adapt to evolving technology, but the challenge of establishing a lasting relationship with customers remains.
Emotions lead to profits
The most recent buzzword is personalization, and with greater access to information, companies have been able to create marketing messages that explicitly provide customers with content about products and services they're likely to purchase. However, a personalized message doesn't seem to be enough. Citing a recent study conducted by NewMediaMetrics, Direct Marketing News indicated 47 percent of consumers that have an emotional attachment to a brand are more likely to be a steady source of revenue for the business. In fact, the study highlighted the predisposition of specific credit card holders to different types of television programs, which can give marketers significant insights into the way direct mail can benefit from understanding consumers' emotional reactions.
Finding the ideal platform
While postcards are an effective method of delivering messages to consumers in a straightforward format, they can be trickier than many anticipate. Marketing professionals can shoot themselves in the foot by sending out postcards that are too broad in scope. As Presort.com explained, this marketing tool is a cost-effective option in addition to being quickly developed and distributed.
However, solo mailers, which allows a company to target a single product or service, also provide a greater number of options to include in the mailing. By combining consumer knowledge gleaned from the NewMediaMetrics study with a narrowly focused mailer format, businesses can deliver a targeted marketing message that hits home with consumers. Solo mailers can even include product samples in addition to response devices that allow marketers to gauge how well the campaign performs.
As a company develops a compelling storyline surrounding its brand or specific product, a solo mailer gives writers and others on the marketing team a useful platform. Businesses can insert brochures or customer feedback forms that help draw consumers in, using interaction to build an emotional response from customers. Beginning with address validation, enterprises can further develop relationships with consumers by using marketing tactics that have proven their worth.