Navigating a global pandemic was not part of any 2020 marketing plan.
The coronavirus made it difficult to find the right balance within the media mix, especially when budgets are shrinking. Successful brands offer customers and prospects personalized, comprehensive experiences. But how are these experiences initiated?
The three most important factors in the success of multichannel campaigns are data accuracy, an in-depth understanding of audience needs, and branding. This is evident from the PFL report on the state of multichannel marketing, which is based on a survey of 600 marketers from different industries. This insight shows that marketers need data to create deep touchpoints and to perform proper segmentation and personalization.
For marketing to offer a brand experience, the brand must also be visible. The content should convey certain messages that have a purpose – a call to action or an exchange of values. Nobody should experience a point of contact and then wonder what the point was or who it was from.
The channel best suited for such immersive experiences is direct mail.
When my company stopped using direct mail in its campaigns like everyone else in April, we tried to figure out the best way to reach people who work from home. However, the success of prospects just through email and phone calls has been a huge success: 99% of prospects have never booked a meeting. Compared to the response rates before COVID, this was clearly not the way to go.
That’s why our customer success team has developed a new model to capture the preferred addresses of potential customers. With this tactile marketing automation reinstalled, we landed 900% more meetings than just email and phone calls.
If you don’t have home addresses for your prospects, there are four ways you can get them so you can break the pandemic marketing clutter with direct mail.
1. Confirm the postal addresses in exchange for value
One way to send a direct mail is to confirm a preferred address with the prospect after you’ve made a value proposition. Many Business Development Reps (BDRs) are already talking to prospects, so such an interaction should be a simple addition to their efforts.
For example, agents could offer an option to potential customers by saying, “Confirm your address and attend a meeting, and I’ll send a bottle of wine or coffee to enjoy while we chat.” This way, potential customers know that there is something for them.
In one of our most recent campaigns, the campaign achieved an engagement rate of 60% as soon as a value exchange was clarified.
To show respect for personal information, encourage your employees to let them know that the home address is only used once and is not stored.
2. Request preferred mailing addresses through an existing automation campaign
If you already have a marketing automation campaign, it’s easy to overlay the address collection in it.
Do you have unused loot that should be brought to trade shows? Since these events have likely moved online, you can re-use your physical items to enhance the virtual event experience.
When you ask contacts to fill out a form with their preferred address, make it clear that you want to send them something of value. We’ve even seen companies direct potential customers to landing pages where they can choose their preferred loot or collateral to ensure they get the most relevant package.
3. Use data reconciliation services
There are a variety of data reconciliation services available that make collecting the addresses of prospects relatively easy. Sales reps and BDRs typically have enough prospect information to match an address. Prospects will be glad you took the initiative to send them something, even if it surprises them.
If bandwidth or timing is a concern for marketing and sales teams, some direct mail solutions can append addresses.
4. Highlight virtual messaging
When addresses are not immediately available, another option for marketers is a digital branding experience with an e-gift card.
On other platforms, messaging is usually overshadowed by the sender, sending technology or brand and design on the gift card itself. Your brand should be in the front and center so there is no confusion about who sent the gift and why.
When you have a strong visual impact at a strategic moment in the customer journey, you stand out from your competition. These moments add up.
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Just as your customers have had to adjust to working from home, so must your marketing efforts. Adding personalized touchpoints through tactile marketing automation can help your brand grow in a world affected by COVID-19 and beyond.