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How to Use Direct Mail at Each Stage of the Customer Journey

How to use direct mail at each stage of the customer journey

Especially in this digital age, many companies utilize direct mail as a key part of their marketing strategy. According to the Association of National Advertisers, the consumer response rate from direct mail is nine times greater than that of email, thus solidifying direct mail’s significance in a company’s marketing mix.

Each business’ consumer journey path is slightly different depending on its industry and customers. However, the goal of each stage is the same—to move your potential customer closer and closer to conversion. Here, we discuss how you can incorporate direct mail into your multi-channel marketing strategy across every stage of the customer journey, from discovery to retention.

Awareness Stage

The awareness stage is the beginning of your prospect’s journey, where they are looking for a solution to their specific problem. Perhaps they feel something is missing in their lives, or maybe they have found themselves in a dilemma.

This stage is also a chance for you to introduce a potential problem or an opportunity that your target audience has not even considered or recognized in their lives yet. Regardless, your goal here is to raise awareness for your business and position it as the solution that your prospect is looking for. 

Direct mail is one of the best ways to provide prospects with information about your business, as they are more likely to interact with it. While an average person receives over 100 emails a day, they only get two to five pieces of regular mail. As a result, direct mail can help your business stand out from the digital noise and get your name in front of your prospects more effectively. 

Here are some tips to keep in mind when using direct mail in the awareness stage.

1. Don’t be too pushy

Being memorable in the awareness stage of your prospect’s journey is crucial. Your goal here is to create a strong foundation for long-lasting loyalty between the customer and your business, and your approach to doing so can make or break this potential relationship. 

So, during this step, you should remember not to be too aggressive. All you need to do is give the customer basic information, such as who you are, what your company has to offer, and why they should choose you over competitors. In addition, a small call to action, like “learn more” or “try it today”, is sufficient to provide them with a path forward to the next stage without being too assertive.

2. Direct prospects online

Your website and online presence are essential when moving prospects from the awareness stage to the consideration stage. So, make it easy for people to find you online. You can include a QR code, social channel handles, or a personalized URL that takes potential customers to a landing page with custom content. Remember that personalized URLs only work if you have a list of your prospects’ names.

3.Send mail frequently

Frequency is fundamental in the beginning stages of a buyer’s journey. It helps to maintain awareness and keep your business top of mind. So, make sure to target your audience frequently enough to see results. If your budget is limited, try prioritizing frequency over reach, and mail to a smaller targeted group of people several times rather than a big group once. 

Remember that you will not likely receive an immediate and overwhelming response to your direct mail campaign in this beginning stage, which is normal. You are creating brand awareness and establishing trust among prospects, so they are more likely to purchase from you in the future.

Consideration Stage

Your potential customer is ready to engage with your business at the consideration stage. They have fully identified their problem, and have likely eliminated the brands that do not meet their needs.

Here, you should show your potential buyer that you fully understand their unique situation, and position your business as the best solution. Ultimately, the goal of your mail piece is to give your business the competitive edge and push the prospect closer to conversion. 

There is a strong probability that your prospect has already visited your website and social channels or engaged with you digitally at stage one. Using direct mail to retarget prospects allows you to nurture these leads further into their journey. 

Here are some tips to keep in mind when using direct mail in the consideration stage.

1. Include relevant information

Never assume that your prospects know everything about your business or the products and services you offer. While general information is more appropriate in the awareness stage, the consideration stage is the perfect time to provide more specific information about how you can solve your prospect’s specific problem.

2. Personalize your mail

Personalization helps you make an excellent impression on prospects at the consideration stage. It shows that you have noticed their interest in your business and appreciate them. 

Remember, all consumers want to be viewed as individuals. You can boost your response rates just by adding a name to your mail piece.

Decision Stage

At the decision stage, the prospect has all the information they need, and is ready to decide on the best solution for their problem. Your job is to ensure that the prospect knows you are the best option out of your competition. 

Here are some tips to keep in mind when using direct mail in the decision stage.

1. Make an aggressive offer

The decision stage is the time to make your best offer, which may include exclusive promotions, coupons, limited-time sales, and more. Don’t hesitate to make your business look as enticing as possible. 

You can also tailor your marketing to highlight products and services you know consumers are most likely to be interested in. This will make choosing your business over others a no-brainer.

2. Include trust signals

At this final stage of the buyer’s journey, you should add trust signals to your direct mail pieces to establish your business as trustworthy. These may be logos of a professional organization that your business is part of, certifications, strong reviews, or user testimonials. Include anything that will help demonstrate your business’ authority and credibility so that the potential buyer is more inclined to accept your offer. 

Are you looking for lettershop services in Toronto? Troi Mailing has the expertise to service your direct mail needs from start to finish. Whether it’s Thank You cards or personalized loyalty letters, we understand that personalization is vital to creating unique experiences that make your customers feel appreciated. Learn more about how we can help you optimize your direct mail strategy by calling 1-866-486-9350 today or by contacting us online here.

About: Seamus Barton
Seamus Barton - Author
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.

You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at seamus@troimail.com. Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster

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