We've heard it all before. Direct mail is "junk mail." Consumers just toss the pieces in the trash. Production is too expensive. We, respectfully, agree to disagree. These stereotypes may have applied to postal mail campaigns of the past...but that's not what we're going to be talking about here.
Who says you can’t teach an old dog new tricks?
At first glance snail mail might seem like a thing of the past. But did you know that 73% of U.S. consumers say they prefer direct mail for brand communications? We also know that in a study of multi-channel marketing campaigns, personalized campaigns consistently and overwhelmingly beat out static campaigns in generating a high response rate from recipients (hubspot).
"73% of U.S. consumers prefer direct mail for brand communications."
The trick is to combine what we know into one powerhouse platform. By efficiently merging "snail" mail with technology, it's possible to turn it into a personalized relationship builder. Ever received a piece of mail that says Dear Current Resident or was so obscure that it was clear the sender had used a purchased generic list? That should not happen.
If you know the basics of a spreadsheet program such as Microsoft Excel, it is fairly simple to use variable data printing; ensuring that all pieces are personalized. Do you want to send to John Smith at ABC Financial but he goes by Butch? The mail merge feature available in Microsoft office programs makes it easy to address the envelope with his given name and the card with his nickname - as long as you have the data entered in your spreadsheet.
If you are like most consumers, one of your pet peeves is receiving mail addressed to Maybard when your last name is actually Maynard. Always tidy up all your lists and make sure the addresses look the way they should.
Here’s a secret…great postal campaigns don’t have to sell a product.
Our campaigns, for example, are not about promoting products or services. They are not limited time offers or coupons. Each campaign is designed to sell only one thing. YOU!
In any industry trust and respect is everything. In the financial services, a client is only going to turn over their financial strategy to someone they believe in. Postal mail campaigns can reach your recipients on a personal level. Rather than focusing on pushing a sale or product, try focusing on themes such as partnership, motivation, teamwork and strength. And going the extra step - wishing your clients happy birthday or saying thank you - really makes an impact.
"Wishing your clients Happy Birthday or saying Thank You really makes a difference"
This service oriented approach tells your business relationships that you care about their success more than your own.
Where’s the User Manual?
Postal mail doesn’t come with a user manual. There isn’t one way to take advantage of this type of media. Since we've been in the business for 10 years though, we’ve learned a few tricks that we can pass on.
First, your mailing list is not just a way of reaching your target market. It is the market. Select people that you want to be in front of more often, or that time and distance make it difficult to connect with.
Second, follow up. It's important to leverage the pieces you send as one more reason to pick up the phone or schedule an appointment.