by David Henkel, President of Johnson & Quin

While direct mail has always been an effective form of influencing consumer behavior and strengthening brand identity, times are changing and consumer expectations are definitely changing with them. Many techniques that were once effective are less viable in today’s more personalized world. Today to break through the clutter and achieve high response rates, marketers must consider a variety of media when planning direct marketing campaigns. What works for one customer or prospect may not work for the next. Combining traditional direct mail tactics with interactive technology is fast becoming a requirement to success.

The good news is advances in digital marketing and interactive technology are making it easier for any size business to add a multi-channel approach to their traditional direct mail efforts. Integrated marketing campaigns provide a complete system from the initial communication to analyze, track, and measure the success of a campaign, making it possible to generate a greater understanding of which offers, calls to action, and creative approaches drew the greatest response.

Eliminate any missed opportunities to communicate with customers

Having the ability to personalize or customize your content is one of the best deliverables today’s technology has provided marketers.  We all know that what interests a Baby Boomer is most likely of no interest to a Millennial. When marketing to a wide range of demographics, it has almost become a requirement to reach them with information that is relevant, timely, meaningful, and delivered through the channel of their choice. Depending on John Smith’s preference, he may want to receive a direct mail piece via traditional mail, or another initial communication such as an email. Incorporating standard mail practices with electronic communication—based on your customer’s profile—eliminates any missed opportunities to convey your marketing message.

Personalizing materials also generate the ‘Wow Factor’

Personalized URLs (PURLs) are being used to grab customer attention by suggesting detailed information specific to the recipient’s interests will be gained when they enter the PURL leading to a microsite. Once on the microsite, the visitor may be invited to sign up for monthly newsletters or to view an embedded video. They can also share as much or as little contact information as they desire. Campaigns that provide the option to opt in or opt out of communications create a stronger database of engaged customers for future campaigns. Permission-based marketing can also be seen as a source for referrals. Customers may forward links to videos and articles on their personalized landing page to their family and friends, expanding a campaign’s reach and effectiveness.

Gaining the benefit of gathering demographic information

Integrating interactive technologies such as USPS Intelligent Mail Barcode, QR Codes, mobile and email messaging allows marketers to receive demographic information and consumer behavior in real time. Intelligent mail tracking makes it possible to receive notification from the USPS after the direct mail piece dropped. An email or SMS alert can then be sent to the customer informing them of their special promotional product or offer.  Through these easy-to-employ strategies, marketers now have multiple opportunities for determining if customers are reading or opening their communications.

Mining the gold for future campaigns

By giving customers so many choices to efficiently communicate and participate in a campaign—through their PURL or a QR Code, for example— the more likely they are to say ‘yes’ to the offer. Additionally, a marketer’s CRM system will be more sophisticated too. Marketers are able to populate databases with accurate and up-to-date information collected throughout the campaign. This promotes cost-savings, time, and increases the effectiveness of future marketing programs.

An all-in-one solution

In today’s ever-changing media environment, using a multi-channel approach to reach customers of all demographics is simply smart business. Making an integrated marketing campaign part of your arsenal is an important element in developing and sustaining successful marketing campaigns in a world where generic “one-and-done” may not be the best solution.

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David Henkel is president of Johnson and Quin, located in Niles, Illinois. Johnson & Quin is a national leader in targeted full-service direct mail printing and production offering the latest data and personalization technologies and multi-channel marketing capabilities. He can be reached at dhenkel@J-QUIN.com.