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Three-way expertise helps you earn a living from junk mail

12, 2020

5 min read

The opinions expressed by the entrepreneur's contributors are their own.

The average person is exposed to an estimated 6,000 to 10,000 ads per day. So it's not surprising that we are almost "immune" to their charm.

Don't get me wrong – that doesn't mean they aren't effective or don't have their place in marketing. In fact, with an active Facebook ad campaign, marketers saw a 96 percent increase in clicks.

However, there is another type of marketing that may be even more effective. Direct mail has been in use for years, long before online advertising was a thing.

While direct mail seems like an archaic form of marketing, it now has its perks as the technology is here to change the rules of the game.

Technology has revolutionized everything we do, including the way we market our offerings. A few years ago, when things were pretty much all controlled manually, there was no efficient way to collect and store data.

Thanks to technology, we can now work faster, smarter and get more accurate data about our prospects. This of course leads to better conversion rates and happier customers. Technology has sharpened the direct mail marketing process to produce great results.

What makes direct mail so attractive?

Direct mail is a form of marketing that physically delivers advertisements and other promotional materials to your mailbox.

While some say direct mail is dead, research has shown that response rates for direct mail are much higher than all other forms of advertising combined. In fact, direct mail response rates have gotten better year over year as digital distribution becomes more widespread.

The advantages over the digital system come from the long-term accuracy of the data (going back decades) and the very real, tangible impression that companies can make on consumers by sending them a high quality piece of mail. The downsides are the start-up time it takes to move a campaign from conception to completion, as well as the higher cost associated with the logistics and manpower required to make that tangible impression. However, technology has made performing direct mail easier and more affordable than ever.

What does technology have to do with direct mail?

It's very simple: with the presence of technology, direct mail marketing has been digitized. This makes direct marketing more accurate, reliable, and effective. Here are three ways technology has transformed direct mail marketing.

Related: 3 Secrets To Adding Direct Mail To Your Online Sales Funnel

1. The technology enables you to digitize the direct mail marketing process

When done right and with the right technological integrations, direct mail can create a memorable experience for your ideal customer with your business. And some companies are already using this.

A good example that explains the process of digitizing the entire marketing process is PostcardMania, a $ 60 million marketing firm that specializes in direct mail. Most recently, PostcardMania has been integrated with Zapier and hundreds of other CRMs, giving marketers the ability to take data from their CRM or website and send targeted postcards to their marketing pipeline based on specific triggers like date or time of year.

Some common trigger-based setups include: sending postcards to shoppers who exit their shopping carts without buying them; Sending welcome postcards to new online subscribers with special discounts to drive conversions; and reconnecting with buyers for upsell opportunities.

This integration enables business owners to automatically send any quantity of direct mail, ending what is normally a tedious setup.

2. You can integrate direct mail into your marketing campaign

Companies that use direct mail can now use digital technology to optimize their campaigns. By using personalized URLs, QR codes or even SMS codes, they can get their prospects to connect with them online and increase response rates. These integrations make tracking leads and revenue a very simple process compared to the past.

Related: The 3 Attributes of Any Successful Marketing Campaign

3. It provides accurate data about customers for precise targeting

Unlike the past, when the success of direct mail marketing was left to chance, companies can now access more accurate data about their target audience before they send them their first email in their mailbox. This helps increase the efficiency of the direct mail campaign.

This means that direct mail isn't just targeting a profile or IP address – a targeted list can include first and last names, neighborhoods, and even the date an insurance policy expires. Companies can use this data to speak directly to recipients on every piece of mail. For example, a headline that says "John, welcome to the neighborhood!" for John Smith and another piece of mail that reads "Jane, welcome to the neighborhood!" for Jane Doe. This technology is known as variable data and it can definitely grab the attention of your intended target market.

The future of direct mail

There's no doubt about it – technology has made direct mail marketing more effective. This is good news for many business owners who don't know what to do to get their products and services in front of their target audience.

Related: Going green with direct mail

Technology gives companies a better chance that every email they deliver counts. With the right tools and strategies, direct mail marketing companies can get real value for money.

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