the direct mail customer journey: how it fits into … · 2018-10-09 · use direct mail as a...

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use direct mail as a primary marketing channel. Only 6%are decreasing spending on it.”1

— Target Marketing

69%OOFF MMAARRKKEETTEERRSS

““

1. Marketing Mix Trends 2010-2016, Target Marketing, April 2017.2. DMA Response Rate Report, DMA, 2017.

While cost per acquisition can be somewhat high, average response rates and return on investment are competitive enough to make up the difference.2

In response to intense pressure to achieve more with less, marketing automation and cloud technology are becoming focal points that are dictating marketing strategies.

This is because they also allow message customization for each customer segment, which is key when it comes to retention, acquisition, and growth.

DRIVING EFFICIENCIES

MARKETINGAUTOMATION

MARKETINGCLOUD

THE PROBLEM

This ecosystem is almost all online.

With direct mail still proving so effective for both marketers and customers, leaving it out of the loop would be a mistake.

How candirect mail be integrated into marketing automation?

TABLE OFCONTENTS

Marketing Automationin an Omni-Channel World

Effective Ways to Incorporate Direct Mail

When Print Makes Sense in Automation

Content Drop Sequencing

MARKETING AUTOMATION IN AN OMNI-CHANNEL WORLDToday, companies are using marketing automation for higher conversion rates, from initial response to MQLs, in order to drive more revenue growth.

MARKETING AUTOMATION

AUTOMATION: THEN AND NOWSoftware that automatically inserts names and addresses has long been a direct marketing mainstay. However, today we have access to a vast amount of data for greater real-time personalization.


Relying on outdated or manual marketing processes can make engagement seem slow and out of touch in this age of highly focused data.

It also fails to meet the needs of marketers and customers.


at the right time and at the right scale

REACH YOUR AUDIENCE

Making the move to a more sophisticated marketing automation platform has allowed marketers to easily scale up from lead numbers in the hundreds to the thousands.


MARKETING AUTOMATIONallows businesses to track each customer’s unique journey and track activity across channels

It also allows marketers to better define what actions differentiate an engaged and qualified lead so businesses can deliver the right content as customers move through the journey.


1Forrester Report

At the end ofthe day, we create campaigns to turn

LEADSINTOSALES We all know the destination. Marketing automation helps you better facilitate the journey.


THE BIGGEST CHALLENGE MARKETERS

NOW FACE IS HOW...


OF MARKETERS

1. 2018 Trends in Personalization, Researchscape, 2018.

98%


overwhelmingly agree that personalization helps advance customer relationships, with 74% claiming it has a strongor extreme impact.1

How do we turn direct mail from a bit player to an omni-channel MVP?

EFFECTIVE WAYS TO INCORPORATE DIRECT MAIL

EFFECTIVE DIRECT MAIL

1. Tony Curcio, “Here’s how one company made the transition to complex variable data much easier,” Graphic Arts, June 14, 2017.

When direct mail is personalized with variable data printing technology, response rates can increase by an astounding

VARIABLE DATA PRINTINGremains an essential value-add to marketing automation

25–30%1


HOW VARIABLE DATA PRINTING HAS EVOLVED

1. Tony Curcio, “Here’s how one company made the transition to complex variable data much easier,” Graphic Arts, June 14, 2017.

increased response rates by

44%

ADDING A NAME ONLY


45%

ADDINGFULL COLOR


135%

ADDING A NAME AND FULL COLOR

increased response rates by a whopping

500%

APPLYING VARIABLE DATA INFORMATION

1


NEWPOSSIBILITIESThe way variable data printing canbe used to enhance the omni-channel customer experience is creatingnew possibilities.

By considering the customer’s journey and thought process, you can effectively help them get from one stage to the next with less effort.


Informed Delivery® service allows direct mail and email to work in tandem to

deliver a powerful, one-two punch from a single mailpiece.

Closing the loop between digital, print, and online marketing

FROM: Beyond Cubicle

Visit Website

INFORMED DELIVERY®


MMAARRKKEETTEERRSS CCAANN AADDDDsupplemental content to “interactive campaigns.”

TTHHEESSEE IINNCCLLUUDDEE CCUUSSTTOOMM IIMMAAGGEESS and a URL that directs the userto a digital experience.

AN EASY WAY TO BOOST DIGITAL AND PHYSICAL

IMPRESSIONS FOR MARKETERS

FROM: Beyond Cubicle

Visit Website

$


IT’S CHANGING THE MAIL EXPERIENCE IN AN INCREASINGLY

EXPERIENCE-DRIVEN WORLD

$

More reachMore attentionMore responseMore conversion

PRINT & AUTOMATION

WHEN DIRECT MAIL MAKES SENSE IN AUTOMATION

PRINT & AUTOMATION

THE CUSTOMER RELATIONSHIP MANAGEMENT WORKFLOW—

AUTOMATED

Customer relationship management marketers make the mistake of treating direct mail as a separate channel with its own rules.

Omni-channel marketing means integrating all channels into your workflow, without exception.

PRINT & AUTOMATION

THEOMNI-CHANNEL

PRINT & AUTOMATION

A programmatic approach triggers communications

automatically based on behaviors.

MVP

When you put an effective automation plan in place, your customer feels

understood, acknowledged, and valued.

CONTENT DRIPSEQUENCINGA content drip sequence is a set of predefined touch points that send useful content to a customer or subscriber on a set schedule.

• This enables you to build trust and desire for your product and avoid coming across as hard selling.

• The key is to be as useful and relevant as possible. For example, if a prospect recently signed up for a webinar, follow up with a white paper and ask them what topic they enjoyed most.

• This sets you up to begin a conversation and for them to expect another communication from you.

SEQUENCING

TOO MUCH AUTOMATION CAN BACKFIRE

1. Connecting for Action, Canada Post, September 2016.

40%BY 1

But there are ways to open up dialogue with customers by adding a human touch to sequences.

Brand recall peaks when direct mail follows email, outperforming other campaigns

SEQUENCING

IS IT THE RIGHT TOOL FOR YOU?

Getting started with marketing automation

SEQUENCING

PUTTING THE RIGHT PIECES IN PLACEMarketing automation systems are designed to convert existing leads into customers, so it’s important that you already have an established lead generation system and a steady flow of new leads. Focusing only on your existing database can lose impact over time.

SEQUENCING

LIST SEGMENTATION CAN AMPLIFY MARKETING AUTOMATION SUCCESS

The most effective way to segment your database is often based on where your leads fall in the buying funnel or customer journey. Begin with a few segments based on your automation needs and expand as you scale.

SEQUENCING

PRIORITIZE BASED ON HIGHEST NEED

Assess the areas of your revenue cycle needing the most improvement. This may be lead generation, lead nurturing, or sales and marketing alignment.

SEQUENCING

TARGET YOUR CONTENT AT DIFFERENT INTERVALS

Create marketing assets that can generate interest at each stage of the buying process. For example, educational content is very effective when a customer is in the early stages. As the customer progresses, relevant case studies and webinars are powerful ways to continue to cultivate interest.

SEQUENCING

the direct mail customer journey: how it fits into … · 2018-10-09 · use direct mail as a...

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