69 % use direct mail as a primary marketing channel. Only 6% are decreasing spending on it. 1 Target Marketing

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1 THE DIRECT MAIL CUSTOMER JOURNEY: HOW IT FITS INTO TODAY S AUTOMATED WORLD

2 69 % OF MARKETERS use direct mail as a primary marketing channel. Only 6% are decreasing spending on it. 1 Target Marketing While cost per acquisition can be somewhat high, average response rates and return on investment are competitive enough to make up the difference Marketing Mix Trends , Target Marketing, April DMA Response Rate Report, DMA, 2017.

3 DRIVING EFFICIENCIES 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. MARKETING AUTOMATION MARKETING CLOUD

4 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.

5 How can direct mail be integrated into marketing automation?

6 Marketing Automation in an Omni-Channel World Effective Ways to Incorporate Direct Mail TABLE OF CONTENTS When Print Makes Sense in Automation Content Drop Sequencing

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

8 MARKETING AUTOMATION AUTOMATION: THEN AND NOW Software 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.

9 MARKETING AUTOMATION Relying on outdated or manual marketing processes can make engagement seem slow and out of touch in this age of highly focused data.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

10 MARKETING AUTOMATION REACH YOUR AUDIENCE at the right time and at the right scale 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.

11 MARKETING AUTOMATION MARKETING AUTOMATION allows 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.

12 MARKETING AUTOMATION At the end of the day, we create campaigns to turn LEADS INTO SALES We all know the destination. Marketing automation helps you better facilitate the journey. 1 Forrester Report

13 MARKETING AUTOMATION THE BIGGEST CHALLENGE MARKETERS NOW FACE IS HOW...

14 MARKETING AUTOMATION 98 % OF MARKETERS overwhelmingly agree that personalization helps advance customer relationships, with 74% claiming it has a strong or extreme impact Trends in Personalization, Researchscape, 2018.

15 EFFECTIVE DIRECT MAIL How do we turn direct mail from a bit player to an omni-channel MVP? EFFECTIVE WAYS TO INCORPORATE DIRECT MAIL

16 EFFECTIVE DIRECT MAIL VARIABLE DATA PRINTING remains an essential value-add to marketing automation When direct mail is personalized with variable data printing technology, response rates can increase by an astounding %1 1. Tony Curcio, Here s how one company made the transition to complex variable data much easier, Graphic Arts, June 14, 2017.

17 EFFECTIVE DIRECT MAIL HOW VARIABLE DATA PRINTING HAS EVOLVED 1 ADDING A NAME ONLY increased response rates by ADDING FULL COLOR increased response rates by ADDING A NAME AND FULL COLOR increased response rates by APPLYING VARIABLE DATA INFORMATION increased response rates by a whopping 44 % 45 % 135 % 500 % 1. Tony Curcio, Here s how one company made the transition to complex variable data much easier, Graphic Arts, June 14, 2017.

18 EFFECTIVE DIRECT MAIL NEW POSSIBILITIES The way variable data printing can be used to enhance the omni-channel customer experience is creating new 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.

19 EFFECTIVE DIRECT MAIL INFORMED DELIVERY Closing the loop between digital, print, and online marketing Informed Delivery service allows direct mail and to work in tandem to deliver a powerful, one-two punch from a single mailpiece. FROM: Beyond Cubicle Visit Website

20 EFFECTIVE DIRECT MAIL $ AN EASY WAY TO BOOST DIGITAL AND PHYSICAL IMPRESSIONS FOR MARKETERS MARKETERS CAN ADD supplemental content to interactive campaigns. THESE INCLUDE CUSTOM IMAGES and a URL that directs the user to a digital experience. FROM: Beyond Cubicle Visit Website

21 PRINT & AUTOMATION $ IT S CHANGING THE MAIL EXPERIENCE IN AN INCREASINGLY EXPERIENCE-DRIVEN WORLD More reach More attention More response More conversion

22 PRINT & AUTOMATION WHEN DIRECT MAIL MAKES SENSE IN AUTOMATION

23 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.

24 PRINT & AUTOMATION THE OMNI-CHANNEL MVP A programmatic approach triggers communications automatically based on behaviors. When you put an effective automation plan in place, your customer feels understood, acknowledged, and valued.

25 SEQUENCING CONTENT DRIP SEQUENCING A 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.

26 SEQUENCING TOO MUCH AUTOMATION CAN BACKFIRE But there are ways to open up dialogue with customers by adding a human touch to sequences. Brand recall peaks when direct mail follows , outperforming other campaigns BY 40 % 1 1. Connecting for Action, Canada Post, September 2016.

27 SEQUENCING Getting started with marketing automation IS IT THE RIGHT TOOL FOR YOU?

28 SEQUENCING PUTTING THE RIGHT PIECES IN PLACE Marketing 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.

29 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.

30 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.

31 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.

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