5 Digital Steps to Generate Massive ROI from Direct Mail

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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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