In today’s evolving digital marketing space, with many ways to reach potential customers online, it’s easy to forget that some of the oldest marketing tools are still worthwhile. Direct mail, for instance.
Even though we all get a lot of direct mail pieces, and even though some are ‘junk,’ it’s important to keep in mind that targeted direct mail can reach potential customers with a message they will find useful.
Marry a direct mail piece with digital, and you can give a direct mail campaign a powerful conversion tool.
That tool? Website landing pages.
Landing pages are stripped down pages on your website that have a single goal: to convert potential customers who receive your direct mail into sales leads or actual customers.
Integrated direct mail campaigns consist of several major components:
- a campaign plan
- targeted mail or email list
- mailer postcard or email with ‘the offer’ and a call-to-action
- landing page with form and a secondary call-to-action
- database for captured form data
- website analytics
1. Campaign Plan
As in all marketing, your first step is to have a plan. The plan should identify what the goal of the campaign is, who the audience is, how you’re going to reach them, what your message to them is, what you’ll offer them to either call or follow a link to a landing page, how you’ll measure success, and what you’ll do with captured data.
2. Targeted mail or email list
Once you know your goal and audience, and how you’ll reach them (direct mail or email), your next step is to create a mailing list. You can do this by culling addresses from an existing list you’ve built, or you can research and buy a list. The essential point is to build a list of potential customers who are interested, or will likely be interested, in your message and your offer.
3. Mailer with offer and call-to-action
Whether it’s a postcard or an email, you’ll want to craft a message that combines text and graphics that will immediately grab your audience’s attention and compel them to take a specific action. Including an offer, a chance to win something or get a discount, for instance, is essential. A visually prominent link to your landing page should be the call-to-action.
4. Landing page with form
When your potential customers click through to your landing page they should be presented with clear actions to take. A very brief form that captures the information you don’t have from them is essential (for instance, if you have their mailing address, get their email address). Once they’ve completed the form, they should be presented with a secondary call-to-action (direct them to specific page of your website, or call to schedule a sales visit, etc.).
NOTE: if you’re goal is to have them shop online at your website, immediately land them on a page optimized for the products you’re pushing and let them shop!
When your potential customers fill out your brief form, capture that information to a database. This will allow you to use the captured information in your next campaign. If you plan more than a few campaigns, then creating a Marketing Asset Database and Dashboard is essential. They will enable you to further refine your mailing lists, schedule follow-up campaigns, personalize landing page, and much more.
6. Website Analytics
Website analytics (Google Analytics is the industry standard) allow you to see how many users hit your landing page, plus many characteristics o their web browser, location, and tons of other useful information. You’ll also see how many users landed on the page versus how many filled out a form, went to another part of your website, etc.
One campaign is fine, but to get the most benefit from your efforts, follow with another campaign that further refines your message and audience.