Here at Citipost we like to keep our eye on the latest mail news. We often get excited about fresh and innovative developments in direct mail, so we wanted to share them with you. In the latest mail news roundup you’ll find some innovative ideas for getting out of a cost-cutting, conversion killing rut, as well as learning that direct mail is evolving to become a key digital tool.
Direct Mail is the Key Tool for Grabbing Customer Attention
A recent study by Royal Mail and an unnamed retailer proved once again that direct mail isn’t dead, and is a key tool in the omni-channel world. You might remember our post about this trial in July, before the study began. The pilot study tied direct mail with digital triggers by sending targeted mail after cart abandons. The results have been released, and have demonstrated that advances in analytics and personalisation have made direct mail a key tool for digital marketers. Read more here.
An Innovative Idea to Create Direct Mail You Won’t Throw Away
Startup company Flag came up with an innovative idea to win an award from Visa for inspiring millennials. They developed a photo printing app that prints and ships smartphone photos free of charge. The clever bit comes in when you consider how they make revenue from this…they allow brands to sponsor the backs of the photographs. This creates direct mail pieces that consumers really care about, and won’t throw away. Find out more here.
Some Low Volume, High Impact Direct Mail Ideas From Across the Pond
We recently came across this interesting article in the New Zealand Herald by Graham McGregor, covering the idea of investing more in your low volume direct mail campaigns in order to create more impact, and therefore a better response. It’s an interesting antidote to the cost-cutting mind-set many companies fall in to when they’re planning a direct mail campaign. We’d recommend you take a look at the specific examples for some useful ideas. It’ll get your creative juices going!
Nurture Leads With Automated Direct Mail and Gifting
Business 2 Community recently shared their thoughts about adding an extra dimension to the way you nurture your leads. It has become commonplace to use triggers to activate appropriate email messages but what if those emails don’t make it through the cluttered inbox of your lead? That’s where automated direct mail comes in. Following the thoughts of Graham McGregor above, the automated mail might have even more impact if it is in the form of a physical gift. Read more here.
Online and Offline Automation
Where direct mail is concerned, the future is all about automation, combined with a multi-channel approach. Venture Beat explain that “marketing automation is about mapping through the touch points at every stage of the customer journey: engaging the right person, in the right place, at the right time”. This is where direct mail fits in to the ever changing world of multi-channel marketing. It’s a part of something bigger, it’s an extremely effective tool if used appropriately.
We’ve found some clear themes in many of the recent stories we’ve been reading about direct mail. It is a marketing method that’s developing and evolving, which is so exciting to see! Changes in technology are making things possible that never were before, and that means a more personal and relevant approach for the direct mail industry.