Smart direct mail could be an efficient. Viable marketing action to impact your target audience.
To take a chance on your answer:
– If you work in digital marketing, the answer is probably NO.
– And if you work in pure offline marketing, if there is still one out there, maybe you have never tried it.
Marketing professionals must design
360-degree marketing strategies , that is, those that combine and integrate digital marketing actions and traditional marketing actions.
Direct marketing is a very useful tool to impact our potential clients immediately and without intermediaries of any kind (no agencies, no media, no websites or suppliers), creatively and where we can play with all the senses: smell, touch, sight, hearing and taste.
In this post we will detail one of the direct marketing actions that we like the most, and that with professional methodology, objectives, good segmentation, UPS (unique selling proposition) and CTA (call to action); you will be able to obtain results that directly impact sales and therefore the bottom line of your brand or company.
like to do at LCMK , the first thing is to clarify the term
If we go to the Royal Spanish Academy, mailbox is:
“the mass mailing of personalized correspondence carried out by a company or an institution and the distribution of propaganda through private mailboxes”
Coming from the Anglicism mailing, it includes both meanings.
If we go to the advertising world, we go one step further by understanding direct mail as:
“the action of placing advertising propaganda in the mailboxes of people defined as potential targets”
Definition does not reflect the current reality
The world of direct mail, like all marketing tools, has evolved considerably to adapt to the current environment and, above all, to the customer.
The biggest change and what makes it a valid marketing option is the possibility of optimizing campaigns as well as tracking them thanks to the implementation of technology.
So we no longer talk about direct mail but about smart direct mail or geo-mail.
Objectives of smart letterboxing
The objectives that any smart letterboxing action must pursue must be:
– The customer should be the centre of all direct marketing strategies. If they don’t read, open, taste or listen to it, we will have failed.
Therefore, it is necessary to ask yourself: what do you want, what do you need and what do I offer you as a brand?
– Establish strong and long-lasting relationships with potential clients through offline and online Inbound Marketing techniques.
A sales brochure is no longer enough; communication
– Look for conversion : through the final purchase of the product/service with the launched promotion, total web visits, total QR code downloads, redeemed coupons…
Types of letterboxing
When we talk about smart mailboxes, we should not only think about the “sad monochrome diptych” that is still left in our mailbox and ends up in the trash without us even getting to read it.
We can talk about 4 types:
Street marketing : when the piece is distributed in the street, it is placed in vehicles and street furniture.
Sampling : when they leave a sample of the brand’s product that you can try and test.
Perching : When the communication piece sticks out from the mailbox itself, making an impact before the mailbox itself is opened. This is where the message and creativity will determine whether or not the rest of the piece is picked up and read.
Advertisers are asked to collect all the information from the consenting websites and promote their products/services to increase sales — while collecting global accurate mobile phone number list through UserEngage (both ends, since we collect almost accurate mobile phone number list all the expected user data through a single portal, and the other end in rare cases where the quality of the phone number library trumps the quantity to help you get leads for your business). We can even launch your startup faster. We offer a accurate mobile phone number list and you can own it (unlike the low price based on GDRP) respect: smartly monetize it in a day or so. In total, our library is still used for thousands of listings.
Poming : when they leave the communication piece at the door of each potential client.
In all variants, geomarketing and micromarketing criteria always come into play with the aim of impacting only the defined target.
So if you ever see a mysterious box
Hanging on the doorknob of your neighbor’s door and not yours, don’t panic, we are not a potential target audience for the brand.
Advantages of smart letterboxing
The main advantages that smart direct mail can bring to our marketing strategy are:
– Optimization of all shipments : we seek the greatest efficiency in shipments-target-result.
– Segmentation : with a multitude of criteria such as the characteristics of the home or socio-economic variables.
In addition to being able to cross-reference all the information with our business data to achieve a more optimal return on the investment made.
– Tool focused 100% on ROI : it is not enough to just deliver the piece, it must have an impact and there must be a reaction from the target audience.
– Maximum visibility guaranteed: great coverage at low cost.
We arrive and if we do it well we enter the client’s home.
– Geolocation : possibility of segmenting our target
– Real-time distribution : 100% push strategies and tips to improve action, launched and impacting the target audience in a short time.
– Message control : we control the medium, the distribution and the message.
Smart mailbox example
To conclude, what better than to present a real case designed and carried out by me and my marketing team during the period in which I was Marketing Director of the Picasso Museum Malaga.
Our problem is that the people of Malaga did not visit the Museum and therefore did not buy a ticket. The percentage of total visitors did not reach 3%, a very low figure considering agent email list that Malaga has a population of more than 600,000 inhabitants and that the Museum closed the year with more than 400,000 visitors.
To this end, a marketing strategy was design. Focus on increasing the number to the local population.
