Email marketing is a good way to stay in touch with customers and prospects. Just like social media marketing, it has its place in the marketing mix. However, a downside to the massive increase in marketing emails is that only an estimated 19% are even being opened (according to the Direct Marketing Association).
Direct mail marketing still works, and it works very well. However, marketers cannot just create any type of campaign and expect it to be successful. Here are some tips and suggestions from the pros:
- Keep specialized lists, and target each with the right message. That means no mass-mailing everyone the same message and offers. This requires a bit more preparation but will generate the best responses because you are offering the right message to the right audience.
- Instead of mass quantity, think quality first. Fewer, better-targeted and better-crafted mailing pieces are more effective than regular, lesser-quality pieces.
- Think lumpy mailings. People still enjoy receiving freebies, so include a logo pen, pencil, tiny Frisbee, mini-DVD, or mini-CD card with your contact info on it. Although these types of mailings can be more pricey, the retention and response rates can pay a handsome ROI on the investment.
- Be creative. People still enjoy programs that offer discounts or a gift with repeat purchases. Set up a loyalty rewards program that ties a buyer's repeat purchases with discounts and rewards. Then announce it with a direct mail campaign.
3 "Old School" Marketing Tactics that Still Matter