Printed direct mail: relevant and important

Buyers today have almost limitless possibilities for activities shopping. As a result, many companies need to work even harder to attract users. According to survey results, about 80% of specialists highlight customer loyalty as the main priority of marketing policy. We offer several options that will help strengthen loyalty using direct mail.

What are loyalty programs for?

Loyalty programs have been used by various brands for decades to build and strengthen relationships with customers. For example, in 2017, 57% of brands noted that they were going to increase budgets related to this area. And it’s not just about attracting customers with various discounts. Loyalty programs provide an opportunity to collect important information about customers, study and analyze their purchasing habits, and then use this data to personalize marketing and develop communication strategies.

Why direct mail?

As a study by the Data & Marketing Association showed, direct mail generates a better response compared to other communication channels, including email campaigns, online advertising, paid search services and social media.

CrowdTwist conducted a survey and found that only 17% of respondents use a multichannel approach when creating loyalty programs. But 88% of them consider this approach very successful.

So Thus, direct mail remains an important and relevant part of marketing policy, along with digital resources. Here are a few reasons why:

• Direct mail is less intrusive than text messages or phone calls. You will never take the user by surprise and cause him irritation;
• the mailing list does not end up in spam. Although it does not always open - therefore your task is to make it as attractive as possible in appearance;
• paper proposals, booklets or brochures are more convenient to use and remain in your hands longer. They also inspire more trust, especially if it concerns premium goods or services;
• another advantage of printed products in an envelope is that it will quickly fall into the hands of the head of the company or top manager if you indicate this on envelope. Getting to a personal email address is more difficult.

How to increase efficiency

When launching a new loyalty program, it is worth considering several important components:

• Define the ultimate goals - what exactly your company is going to achieve - increase the number of customers, the amount of income, attract new customers or retain the old ones;
• calculate the budget you are willing to spend. This will influence the choice of channels that will be used;
• Segment your customer base to personalize the appeal. For example, identify frequent and infrequent visitors - the offers for them will be different;
• use a non-standard approach. For example, before the holidays you can not just send a card to clients, but order a congratulatory booklet and package it in an envelope printed specifically for this event. Thus, your shipment will stand out both in color and volume from the general mass of shipments. This will increase the chances that the envelope will be opened and remembered.
• an interesting proposal. The attachment should be of interest to the potential user. He should have an incentive to come. One of the effective examples, which is also used in Ukraine, is special discount offers to different customers, depending on their purchasing habits. An unusual souvenir enclosed in an envelope can also increase loyalty;
• original printing technologies. Modern printing equipment allows you to create real masterpieces. Ask the printing house about all the possibilities. This is especially true for post-printing processing. Brochures with unusual die-cutting or booklets with varnished relief will look very advantageous and evoke an association with quality products or services.

So, direct mail is not out of the sight of marketers. They still allow you to attract customers to you. However, competition demands that your shipment stand out. To do this, it must be interesting, intriguing and beautifully printed...