Posted By Seamus Barton
How and When to Use Direct Mail as Part of Your Inbound Marketing Strategy
Is direct mail marketing is the exact opposite of inbound marketing? Let’s explore. Although direct marketing is generally used as an outbound marketing strategy, it does have a place in an inbound marketing strategy as well. If you mail the right way, you can use direct marketing to boost your inbound marketing campaigns.
First, you need to consider what type of direct mail marketing is right for your campaign. This will mostly depend on who your audience is. Is your audience made of young people, like millennials, or maybe baby boomers? For every audience, direct mail marketing must be targeted towards their specific needs at the right time. No matter what age your target audience is, direct mail marketing can be very effective. In fact, it can help you reach a lot of people who may have signed up with an email address but who do not actually check their email very often or at all. This is common among older people, but is also prevalent in younger groups.
If you want to use direct marketing as part of your inbound marketing strategy, make sure that the mailing part is triggered after people sign up already. That way, there is nothing outbound about mailing. It is no different in nature from emails that you send to your subscribers.
The mailing needs to go out at a very specific point. You can send a welcome mailing postcard if it makes sense for your business. If you just have a small blog, it might not make sense to send a postcard. However, if you own a business or are a well-known blogger, sending a postcard makes more sense. You may even want to wait for a while and send an additional mailing at a later point. The next mailing can be something that is more personal, simply because your subscribers are more familiar with you and trust you more. Even a direct mail invitation to an event can be worthwhile for customer engagement.
Remember that your mail advertising strategy has to be aligned with your online strategy. This is a great way to track your successes with mail advertising. For example, you can offer special discounts on your postcards or a special site address so that you can figure out what percentage of people who you sent mail to followed through on your call to action.
When it comes to direct mail, make sure you make things simple. Do not over clutter the postcard. Keep it simple but smart.
With direct mail and inbound marketing, keep in mind that you are going to need to collect people’s physical addresses. You do not have to get this information right away. You can do it later.
To learn more about what direct mail fulfillment can do for your business, call Troi Mailing Services today at 1-866-486-0423 or contact us here.