Navigating a global pandemic was not in anyone’s 2020 marketing plan.
Due to the coronavirus, it has been a struggle to find the right balance in the media mix, especially now that budgets are shrinking. Successful brands offer engaging and personalized experiences for current and potential customers. But how do these experiments begin?
The three most important factors for the success of a multichannel campaign are the accuracy of the data, a deep understanding of the needs of the public, and the brand. Marketing from different sectors. This discovery shows that marketers need data to do the right segmentation and customization to create deep points of contact.
Also, the brand must be visible to provide the marketer with a brand experience. The content must convey specific messages that serve a purpose: a call to action or an exchange of value. No one should experience a point of contact and wonder where it comes from or where it comes from.
The most appropriate channel for these fascinating experiences is direct mail.
When my company, like everyone else, stopped using direct mail in April, we tried to find the best way to reach people who work from home. But the prospect’s success with just emails and phone calls was a huge success – 99% of potential customers never scheduled a meeting. Compared to the response data before COVID, this was clearly not the correct way.
That’s why our successful customer team has developed a new model for collecting the preferred addresses of potential customers. With this redesigned tangible marketing automation, we have achieved 900% more meetings than just emails and phone calls.
If you don’t have a potential customer’s home address, there are four ways to get it to avoid a direct mail marketing pandemic.
- Confirm the postal addresses for the amount
One way to send an email is to confirm your preferred address to the potential customer after making a value offer. Many business development representatives (BBDs) are already talking to potential customers, so this interaction should be an easy addition to your efforts.
For example, sales representatives can offer potential customers an option by saying, “Confirm your address and make an appointment, and I will send you a bottle of wine or coffee to enjoy while we talk.” That way, potential customers know that there is something for them.
In one of our recent campaigns, the campaign achieved a 60% engagement rate, after an exchange of value was evident.
To show respect for personal information, encourage your representatives to declare that the home address will be used only once and will not be stored.
- Request preferred postal addresses through an existing automation campaign
If you already have a marketing campaign for marketing, including collecting addresses is easy.
Are there any unused gifts to take to business fairs? Since these events are likely to be moved online, you can redirect your physical objects to enhance your virtual event experiences.
When asking contacts to fill out a form with the address of their choice, make it clear that you want to send something valuable. We’ve seen companies take potential customers to their landing pages, where they can choose their favorite gifts or guarantees and make sure they get the most relevant package.
- Use data matching services
Several data matching services make collecting potential customer addresses relatively easy. Sales representatives and BBDs often have enough information about potential customers to obtain an address match. Potential customers will be happy with the initiative to send something, even if it surprises them.
Also, if bandwidth or time is an issue for marketing and sales teams, some direct mail solution addresses may be included.
- Make virtual messaging stand out
If addresses are not available, another option for marketers is a digital brand experience with an electronic gift card.
On other platforms, the message is often obscured by the sender, unit technology, or brand and design of the gift card itself. Your brand must occupy the center of the stage so that there is no confusion about who sent the gift and why.
By creating a visually striking layer at a strategic point in the customer journey, you stand out from the competition. These moments add up.