Direct Mail

Direct Mail Programs

By 10 May 2023April 29th, 2024No Comments
direct mail programs

How To Use Direct Mail Programs To Boost Sales And Enhance Customer Loyalty?

If you are reading this article, then the chances are that you found or heard how direct mail programs are helping companies with marketing and communications. If that is the case, you are probably wondering what exactly can direct mail do that digital channels like email can’t do.

direct mail programs

Almost every company uses digital channels for marketing and communication. So, no one can blame you for not being an expert in direct mail marketing. Fortunately for you, we will explain how a business organization such as yours can use direct mail programs efficiently.

8 Types Of Direct Mail Programs You Can Try For Your Business

Direct mail can be a treasure trove for marketers as long as you execute it well. Unfortunately, most businesses lack the expertise to apply direct mail efficiently for their marketing campaigns. Luckily for you, here at PostGrid, we live and breathe direct mail.

And, we are here to help you understand how you can use different direct mail programs. We will explain how you can use direct mail for marketing your business and establishing long-term relationships with your audience. So let's get started.

1. Direct Mail Programs For Customer Acquisition

If you are reading up on direct mail marketing programs, you are looking for a way to acquire new customers. Thanks to direct mail's high response rate, you get the upper hand over your competition, who are still fighting over the same audience in the digital space.

An ongoing effort is necessary to acquire new customers, donors, and members for your organization. Let us tell you why direct mail is the perfect channel for your marketing efforts.

  • Direct mail has superior targeting capability
  • It is one of the most tangible marketing channels you can find
  • You get a high open and response rate
  • Using direct mail programs has relatively lower customer acquisition costs
  • You can use dimensional mail packages so the prospects quickly notice it.
  • Direct mail can help you boost the customer's lifetime value

If all that's listed above does not impress you, consider using more advanced methods for customer acquisition. For example, you can use high-quality data profiling to identify specific attributes of your best customers. You may then use that information to send personalized mailers for your direct mail programs.

Also, the best part is that printing personalized marketing mailers to your target audience can be easily automated. Suppose you are using an advanced direct mail automation system like PostGrid. In that case, you can even print bulk mail and personalize every one of them.

2. Direct Mail Programs Using Welcome And Thank You Cards

In 2023, direct mail programs are all about establishing long-term relationships with your customers. Direct mail communications are often considered more personal than their digital counterparts, such as email and text messages.

There is no better way to show appreciation to your customers than sending a handwritten direct mail like a welcome or thank you card. Using postcards to welcome new customers or thank them for a new purchase is a great way to earn some brownie points.

As we said, your direct mail process becomes significantly easier if you use automated direct mail programs. You can use a tool like PostGrid to set up triggered direct mail. Whenever a customer registers on your website/app or buys something from your business PostGrid automatically sends out a postcard.

Here is what else you can do to maximize the effectiveness of your welcome and thank you cards.

  • Send follow-up mail, including some form of incentive, such as a discount code
  • Send a series of personalized welcome mail to introduce your products/services
  • Use direct mail programs as a part of a multichannel/omnichannel marketing campaign
  • Consider sending birthday postcards to customers to boost your reengagements

3. Direct Mail Programs For New Occupants

If you have ever moved to a new city or even a new apartment in the same city, you would know how costly it is. Even after spending the bare minimum money, new renters and homeowners spend a significant amount of money during the first few months.

We are not talking about real estate direct mail marketing. New movers or occupants are high-potential buyers with a significantly high motivation to buy new products and services. Business organizations, including financial and healthcare services companies and retailers, can target this group.

However, other local businesses are also aware of this customer group. So, ensure that your direct mail programs stand out from the crowd and identify the current needs of your target audience. Create your direct mail campaigns in such a way that it helps new movers to acclimate to their new location.

Here are some tips that can help you target new movers in your business's vicinity.

  • Use tools like PostGrid that offer advanced features like geocoding
  • Identify patterns in geographical areas using geocoding and optimize your marketing strategy
  • Purchase high-quality mailing lists that provide new mover information
  • Use geocoding to map out the location of prospective customers and keep an eye out for new movers

4. Direct Mail Programs For Targetting Your Existing Customers

Have you noticed that targeting your existing customers for your direct mail advertising program is significantly more effective than targeting new customers? Some of the benefits of targeting your current customers instead of fresh leads include the following:

  • It is highly cost-effective as existing customers are easier to convert
  • Your target audience is already familiar with your brand
  • There is no need to establish trust again as the customer already believes in your brand
  • You can use a direct mail program to retain, thank, and reward your best customers
  • Gain a competitive edge over your competitors by targeting high-quality leads
  • It allows you to target the most frequent and profitable customers in the database

There is no question about how effective a full-scale loyalty program is for your business. As you know, a typical loyalty program rewards customers and incentives them to be loyal customers. But what most companies fail to realize is that they can also have an ongoing reward program for their customers.

An ongoing campaign is ideal for engaging with your audience regularly. In other words, you can use a direct mail program to remain in touch with your customers and make them feel valued. You can even target top-tier customers with exclusive offers and benefits such as

  • Special presale opportunities
  • Additional perks like extended warranty/service
  • Access to private or exclusive events

5. Direct Mail Programs Using Birthday/Anniversary Cards

The best way to make your direct mail communications feel more personal is to send one on special occasions like birthdays and anniversaries. Companies should view birthdays and anniversaries as an opportunity to boost customer loyalty and show how much they value their customers.

Even sending a very simple postcard for the customer's birthday is enough to make a lasting impression on your company. You don't need us to tell you how boring and ignored a birthday message is when it is sent as a text message. But, using a direct mail program is a whole different story.

Printing and delivering the same message on personalized birthday cards show your effort and dedication. Furthermore, sending direct mail postcards is the most cost-efficient way for companies to send direct mail, especially in bulk.

Here are some tips that can help you boost quality engagements with your customers.

  • Give the customer a birthday-special offer, including free products and services
  • Don't try too hard to sell something on the birthday card
  • Use the birthday direct mail program to present personalized offers to your customers
  • Use attractive and customized offers to build brand loyalty

6. Direct Mail Programs For Targetting Your Lapsed Customers

We have already discussed why your business organization should focus on existing customers more. It is much easier to engage with customers who have already engaged with your brand. Using direct mail programs that reactivates lapsed customers opens up whole new opportunities.

Direct mail is perfect for sending timely and relevant messages to inactive customers. There is a good chance that the customer forgot about your brand, and receiving direct mail could be enough to refresh their memories. 

Similar to the other strategies we discussed here also, you can use a simple message like “You are missed.” And to drive action, you can incentivize your campaigns with an attractive offer. As long as your offering is relevant and the timing is not off, you will likely get a positive response.

But, if you are looking for some more tips for your direct mail programs for lapsed customers, the following pointers can help you.

7. Direct Mail Program For Referrals

Have you noticed as consumers, we rarely trust expert opinion anymore? Many people believe that big corporations pay experts to post positive reviews. Most people would rather read peer reviews instead. As consumers, we crave and value the approval of our peers, sometimes even from strangers.

And that brings us to referral programs. We have already made it clear how direct mail is an ideal channel for providing incentives. So, you can imagine why a direct mail program is perfect for your business's referral campaigns. 

Here is what you can do—print an incentive like a discount code on your direct mail. The only difference to the standard marketing mail is that you provide fields for names and numbers here. Hence, the recipient can share the discount coupon with their friends and families.

Here are some quick tips to help you with your referral direct mail programs.

  • Make sure that you keep the mail short and to the point
  • You must provide all the necessary details for the referral offer and list its benefits
  • Try putting a time limit on the offering to promote a quicker response

8. Direct Mail Programs For Cross-Sell/Up-Sell

Using a direct-mail advertising program, you can significantly improve your cross-selling and up-selling capabilities. Leverage your customer's purchase history to identify the products or services your customer is likely to purchase.

For instance, a retail and eCommerce company can use direct mail to pitch a customer that brought a new show with matching accessories. It could be a watch, a hat, or something else altogether. You can say, “Hey, this watch will look excellent with your new shoes.”

Or you can try a more innovative approach by sending them a small booklet of brochures offering style guides. Suppose the customer has brought an item mentioned in the mailer. It becomes easier to cross or up-sell a product to them in that case. And yes, we do have some helpful pointers you can use for direct mail programs involving cross-sells or up-sells.

  • Access and analyze the buying habits of your customers to find the most relevant product/service you can offer them
  • Make it a point to analyze user behavior on your website or app
  • Never feature random products or services in the mailer that the customer may find irrelevant

Why Do You Need PostGrid For Your Direct Mail Programs?

PostGrid is a direct mail automation tool that helps business organizations streamline direct mail marketing and communication. All of the direct mail programs discussed above can become significantly easier if you use PostGrid. Here are some of the features that can come in handy for your company's direct mail communication.

  • Full Automation: PostGrid offers full direct mail automation, enabling you to print and mail personalized mailers to your customers with the click of a button
  • Bulk Mailing: You can easily send bulk mail to your customers and even personalize them by connecting PostGrid with your CRM
  • Analytics & Insights: With PostGrid's direct mail tool, you can access advanced analytics and insights, which are crucial for optimizing your direct mail programs
  • Address Standardization: PostGrid standardizes the postal address for all your mailers, ensuring that the mailer is processed and delivered fast
  • Address Verification: You can also access the address verification service from PostGrid to clean up your database. Our address verification ensures maximum deliverability for your direct mail

Conclusion

If you can implement it right, direct mail programs can be the best thing that ever happened to your business. However, implementing a successful direct mail campaign for your business is not a walk in the park. Some of the ideas we discussed above can help steer you in the right direction.

However, ideas alone can not deliver the desired results regardless of how good it is, and proper execution is always necessary. Using tools like PostGrid can help you a lot in mastering the art of direct mail marketing.

PosGrid's automated direct mail system saves you valuable time, but it also provides valuable analytics data. As a result, you can understand the weak points of your direct mail programs and rectify them.

Of course, PostGrid also offers scheduled and triggered mailing capabilities for your business organization. And since the whole process is automated, your direct mail campaigns continue to run even when you are sound asleep.

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