R and R Images' iPad giveaway direct mail piece

With the proliferation of social media and online marketing, some marketers have moved away from using direct mail campaigns in their marketing plans. Targeted emails and Facebook fan pages are being used to reach new customers.

These marketers may be losing market share by foregoing direct mail. Why? Today, direct mail is more important than ever for launching multi-channel direct marketing campaigns. Integrating direct mail with digital media (email, Facebook, etc.) is a cost effective method to target new prospects and existing customers. While technology provides scores of new marketing opportunities, direct mail remains the workhorse for landing new customers and building loyalty among existing customers.

Direct mail has had new life pumped into its utility, as a result of these new marketing technologies. The new technologies complement each other and allow direct mail to be the backbone of a multi-touch marketing campaign. For example, direct mail can drive customers to your Web site where they can download information, request information, collect an incentive, etc. Once they’ve interacted, they can receive follow up SMS messages or emails, where you can determine their level of interest and how you will proceed to “touch” them in the future to  convert them into a happy customer. Direct  mail is easy to track and can be fine tuned to increase effectiveness.

Incorporating personalization and variable data printing
It’s more than just addressing customers by their first name; it’s about making the offer appear to be personalized just for that customer. Being able to integrate variable data printing in the direct mail piece makes the personalization even more effective.  As you nurture your campaign, you learn more about the potential customer. The more you know, the more you can personalize and customize the message and creative using variable data. Combining VDP and personalization makes the recipient feel special and differentiates your direct mail piece from from others.

Variable data printing (VDP) provides the ability to test the direct mail piece’s messaging and creative before rolling out the full campaign. The beauty of VDP is the flexibility to test using short print runs, and then adjust accordingly for the big rollout. R and R Images’ high quality on-demand printing allows for cost-effective testing that will ensure a successful marketing campaign.

VDP also allows for trackable customized offers using unique response codes, including QR codes, personalized URLs and mobile marketing such as SMS.

The new marketing technologies in front of us today are exciting. When used strategically, these opportunities will provide the levels of engagement and growth that will put money in the bank. When you’re ready to launch your next marketing initiative, be sure to include “old reliable,” direct mail.

Let us show you how to plan a marketing campaign using direct mail that will make your sales soar. Call Holly Sanger at 602.437.4545 today.