A customer who no longer responds in one channel, like email, might prefer a strategically designed postal mailing. Here's one example: Propensity models can help you target customers who buy or browse using your e-commerce operation but are potential customers for brick-and-mortar locations.Ĭhannel propensity is another area to explore. This means we should use what we know about good marketing to guide our decisions in how we use direct mail to communicate with customers, build our brands and break into new markets. That's the advice marketing expert Kath Pay gives email senders who are trying to get their email programs on track in the Everlytic Bytes episode "Tips & Tricks on How to Bring Marketing Back to Email Marketing." It applies equally well to direct-mail marketing. Bring Marketing Back Into Direct-Mail Marketing What part of your strategy will that card carry out?Ģ. "Let's send a postcard!" is a tactic - not a strategy. Strategy is your marketing program's "why." It's your plan for how direct mail will help you achieve your business marketing objectives. This is one of the most important marketing lessons you can learn, but it's one that's easy to overlook. Here's what we as direct-mail marketers need to do to keep direct mail lucrative and successful: We need to use direct marketing strategically, consider the interests of both our customers and our companies, and rely on technology to create the best mailbox experience. If we improve how we use direct mail, we can make the channel more valuable. In my experience, careless use of the channel has made consumers far less tolerant of irrelevant communications. However, does the provider really act when multiples recipients choose of the 2 reasons?Īfter following several discussions about this topic on mail operator lists, I can say that tolerance is fading and you’ll have to avoid some keywords if you want your newsletter to go through, even if it comes from a legitimate IP linked to email solution businesses.Now we face the same challenges as our email cousins. Some providers ask for a reason when you try to unsubscribe with choices such as “Report as Spam” or “Didn’t opt-in”. The statistics also work extremely well (such as who opened the mail, who clicked on something and of course, who clicked the opt-out link, in other words, who’s alive and who’s willing to click!!!). The good thing is that the Unsubscribe feature tends to work extremely well. Legitimate businesses (even anti-spam/security related companies) generate lists and subscribe recipients without their consent to other mailings (even if it goes against the policy of providers terms of use). The customers didn’t opt-in (directly) and I have to admit that sometimes it’s REALLY hard to figure out if it’s a “real spam” or “fake legit”. It’s now become an industry standard to receive daily complaints from customers getting spam from mass mailing providers such as Vertical Response, Constant Contact or Shuremail. Remember seeing that little note as the bottom of the webpage: Our partners may contact you from time to time?
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