Posted By Seamus Barton
What’s The Role Of Your Direct Mail Campaign In The Customer Journey?Businesses and marketers often forget to stick to the basics when creating their marketing campaigns. Clear and effective messages are essential at every consumer touchpoint as they are what makes the consumer journey memorable.
The customer journey entails the consumer’s typical experience from their first point of interaction with informative and relevant content to a purchase, and possibly to establishing a long-term relationship after sales or repeat business. Customer Journey Mapping In today’s fast-paced society, where consumers have a short attention span, marketers have to understand the needs, wants, and expectations of their target audience, and then deliver on them. Identifying the key customer interactions in the journey and discovering the consumer’s motivations, feelings, and concerns at each of those touch points can help you customize your marketing message. Direct mail marketing excels in content personalization. Through the mixture of creative and personalized mailpiece design, clarity of message, timely delivery, and a clear call-to-action, direct mail is one of the best ways for marketers to influence the consumer’s decision at any point in the customer journey. Matching direct mail marketing with key touch points in the journey Research findings from McKinsey Company suggest that 56 percent of all consumer interactions take place during a multi-channel customer journey, and 38 percent of all journeys involve multiple channels of interaction. Effective journey mapping provides the marketer with better understanding of their target’s expectations, and helps with the identification of areas of operational improvement. Direct mail marketing can then be used to facilitate:
- The acquisition of new customers Finding new customers is a challenging and costly process, but extremely important for growing your business. Direct mail provides a cost effective way to draw the attention of prospects and initiate engagement.
- Customer retention Marketers need to strike a balance between customer acquisition and retention. Fortunately, it is easier and cheaper to retain customers than it is to attract them. You can use direct mail pieces to keep in touch with customers and upsell relevant items.
- Lead generation Research suggests that 63 percent of direct mail recipients aged 18 to 34 consider receiving their mailpieces a pleasure. Considering that this market segment also has a strong online presence, marketers can successfully use direct mail marketing to direct traffic to their website or social media page. Essentially, proper customer journey mapping helps you to identify the best points to introduce direct mail marketing, usually as part of a larger marketing campaign that aims at increasing sales.