As with all marketing, direct mail comes down to hitting the right target with the right message at the right time. However, the goal of your direct mail is not always to push prospects to act immediately. Rather, it’s to pull them deeper into your inbound channels, where you can more precisely track their preferences, develop a relationship, and provide the relevant content necessary to nurture them toward conversion.
Direct mail can be an effective way to get the momentum moving on your inbound strategy. Use direct mail to target prospects offline, lead them online, and then deposit them into the tide of your inbound flow, and let your content marketing strategy do the rest.
Direct mail has a higher level of trust with consumers than online marketing, so make sure to take advantage of that. When reaching out to a cold prospect, send them a postcard introducing your company and offering some kind of relevant free download or discount they can claim by visiting a targeted landing page on your website. Keep it simple by just trying to get them to visit your landing page and entering an email or phone number. One of the most common mistakes people make with direct mail is trying to accomplish too much all at once. Once you’ve used direct mail to secure an email address, you can proceed to the next step of the sales cycle with an email follow-up.
Direct mail is also an effective way to supplement an ongoing inbound strategy. Are you promoting an upcoming event or time-sensitive offer on your website and through your email list? Support your efforts with one or two postcards that direct people to your registration page. You might find that you reel people in based on geolocation and other targeting that might not have come across your promotion in the digital space. Direct mail allows you to cover your bases and add one more entry point for new prospects to find their way into your funnel. Direct mail can help increase your business in other ways than online strategies. Phoenix Blueprints can help with your direct mail and help your business understand why combining both direct mail and online campaigns can be an effective way to advertise and market your business.