5 Digital Steps to Generate Massive ROI from Direct Mail


By Brad Hampton

Direct mail hasn’t changed much in the past 90 years (except for the prices!).  Why should it?  It works to get good look­ing infor­ma­tion in front of a lot of peo­ple very quick­ly, and con­sumers have a finan­cial mind­set when look­ing through their mail because that is how all their bills come.

Direct mail is also not what you would call bar­gain adver­tis­ing.  There are cre­ative costs if you have an agency design it, pro­duc­tion costs depend­ing on card stock, and mail­ing costs with high­er postage fees.  How­ev­er, the prob­lem with direct mail is not the cost, but the lack of dig­i­tal strat­e­gy to enhance the effec­tive­ness of it.

It doesn’t mat­ter if you put an address or a QR code on the mail­er, the con­sumer is still going to search online for your deal­er­ship and pos­si­bly any com­pet­ing offers in your mar­ket.

1. Two weeks before your direct mail ships out, you should have a Google indexed land­ing page on your web­site

2.  One week before your direct mail ships out, you should have a Paid Search cam­paign start­ed that emu­lates the mes­sag­ing on your mail­er

3. Three days after your direct mail is sent, you should have three email cam­paigns sent with the same offer, but per­son­al­ized for dif­fer­ent seg­ments of your data­base: • Cus­tomers who have pur­chased from you in the past 3 years • Cus­tomers who have inquired, but not pur­chased from you • Cus­tomer who are ser­vic­ing their vehi­cle with you, but have nev­er bought

4. Cus­tom remar­ket­ing ban­ners match­ing your direct mail offer for at least two months after it is sent

5. Social Media pro­mo­tion to snap a pic­ture of the mail­er to receive an increased dis­count, or enter into a con­test

Last but cer­tain­ly not the least, TRACK every­thing from the direct mail pro­mo­tion so you know what works and what doesn’t.  You should have a track­ing code or mar­ket­ing source inside your CRM ded­i­cat­ed to this direct mail piece.  Any forms from your cus­tom land­ing page should be tracked sep­a­rate­ly from inter­net leads.  Make sure your staff knows what mar­ket­ing cam­paign is being sent out, and have a talk track avail­able for phone leads. You can even offer a spiff to the sales staff for the most tracked direct mail con­ver­sions.

Focus­ing on your whole mar­ket­ing strat­e­gy and mak­ing sure you are aligned on every medi­um will get you the most trac­tion out of your direct mail while gen­er­at­ing mas­sive ROI.

Brad Hamp­ton, Mar­ket­ing Man­ag­er at KPA can be reached at info@kpaonline.com.

KPA Mar­ket­ing Man­ag­er



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