THE DIRECT MAIL CUSTOMER JOURNEY: HOW IT FITS INTO … · 2018-10-09 · use direct mail as a...
Transcript of THE DIRECT MAIL CUSTOMER JOURNEY: HOW IT FITS INTO … · 2018-10-09 · use direct mail as a...
TTHHEE DDIIRREECCTT MMAAIILL CCUUSSTTOOMMEERR JJOOUURRNNEEYY::HHOOWW IITT FFIITTSS IINNTTOO TTOODDAAYY’’SSAAUUTTOOMMAATTEEDD WWOORRLLDD
use direct mail as a primary marketing channel. Only 6%are decreasing spending on it.”1
— Target Marketing
69%OOFF MMAARRKKEETTEERRSS
““
1. Marketing Mix Trends 2010-2016, Target Marketing, April 2017.2. DMA Response Rate Report, DMA, 2017.
While cost per acquisition can be somewhat high, average response rates and return on investment are competitive enough to make up the difference.2
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.
DRIVING EFFICIENCIES
MARKETINGAUTOMATION
MARKETINGCLOUD
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.
How candirect mail be integrated into marketing automation?
TABLE OFCONTENTS
Marketing Automationin an Omni-Channel World
Effective Ways to Incorporate Direct Mail
When Print Makes Sense in Automation
Content Drop Sequencing
MARKETING AUTOMATION IN AN OMNI-CHANNEL WORLDToday, companies are using marketing automation for higher conversion rates, from initial response to MQLs, in order to drive more revenue growth.
MARKETING AUTOMATION
AUTOMATION: THEN AND NOWSoftware 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.
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Relying on outdated or manual marketing processes can make engagement seem slow and out of touch in this age of highly focused data.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.
MARKETING AUTOMATION
at the right time and at the right scale
REACH YOUR AUDIENCE
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.
MARKETING AUTOMATION
MARKETING AUTOMATIONallows 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.
MARKETING AUTOMATION
1Forrester Report
At the end ofthe day, we create campaigns to turn
LEADSINTOSALES We all know the destination. Marketing automation helps you better facilitate the journey.
MARKETING AUTOMATION
THE BIGGEST CHALLENGE MARKETERS
NOW FACE IS HOW...
MARKETING AUTOMATION
OF MARKETERS
1. 2018 Trends in Personalization, Researchscape, 2018.
98%
MARKETING AUTOMATION
overwhelmingly agree that personalization helps advance customer relationships, with 74% claiming it has a strongor extreme impact.1
How do we turn direct mail from a bit player to an omni-channel MVP?
EFFECTIVE WAYS TO INCORPORATE DIRECT MAIL
EFFECTIVE DIRECT MAIL
1. Tony Curcio, “Here’s how one company made the transition to complex variable data much easier,” Graphic Arts, June 14, 2017.
When direct mail is personalized with variable data printing technology, response rates can increase by an astounding
VARIABLE DATA PRINTINGremains an essential value-add to marketing automation
25–30%1
EFFECTIVE DIRECT MAIL
HOW VARIABLE DATA PRINTING HAS EVOLVED
1. Tony Curcio, “Here’s how one company made the transition to complex variable data much easier,” Graphic Arts, June 14, 2017.
increased response rates by
44%
ADDING A NAME ONLY
increased response rates by
45%
ADDINGFULL COLOR
increased response rates by
135%
ADDING A NAME AND FULL COLOR
increased response rates by a whopping
500%
APPLYING VARIABLE DATA INFORMATION
1
EFFECTIVE DIRECT MAIL
NEWPOSSIBILITIESThe way variable data printing canbe used to enhance the omni-channel customer experience is creatingnew 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.
EFFECTIVE DIRECT MAIL
Informed Delivery® service allows direct mail and email to work in tandem to
deliver a powerful, one-two punch from a single mailpiece.
Closing the loop between digital, print, and online marketing
FROM: Beyond Cubicle
Visit Website
INFORMED DELIVERY®
EFFECTIVE DIRECT MAIL
MMAARRKKEETTEERRSS CCAANN AADDDDsupplemental content to “interactive campaigns.”
TTHHEESSEE IINNCCLLUUDDEE CCUUSSTTOOMM IIMMAAGGEESS and a URL that directs the userto a digital experience.
AN EASY WAY TO BOOST DIGITAL AND PHYSICAL
IMPRESSIONS FOR MARKETERS
FROM: Beyond Cubicle
Visit Website
$
EFFECTIVE DIRECT MAIL
IT’S CHANGING THE MAIL EXPERIENCE IN AN INCREASINGLY
EXPERIENCE-DRIVEN WORLD
$
More reachMore attentionMore responseMore conversion
PRINT & AUTOMATION
WHEN DIRECT MAIL MAKES SENSE IN AUTOMATION
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.
PRINT & AUTOMATION
THEOMNI-CHANNEL
PRINT & AUTOMATION
A programmatic approach triggers communications
automatically based on behaviors.
MVP
When you put an effective automation plan in place, your customer feels
understood, acknowledged, and valued.
CONTENT DRIPSEQUENCINGA 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.
SEQUENCING
TOO MUCH AUTOMATION CAN BACKFIRE
1. Connecting for Action, Canada Post, September 2016.
40%BY 1
But there are ways to open up dialogue with customers by adding a human touch to sequences.
Brand recall peaks when direct mail follows email, outperforming other campaigns
SEQUENCING
IS IT THE RIGHT TOOL FOR YOU?
Getting started with marketing automation
SEQUENCING
PUTTING THE RIGHT PIECES IN PLACEMarketing 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.
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.
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.
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.
SEQUENCING