Article

David Amor
David Amor 24 November 2017

Digital Direct Mail Set To Support Digital Marketing Initiatives

Prospects need no longer be statistical anomalies, they can become real people with individual needs and desires and you can communicate to them with every item of relevant mail created through individual text and images.

Marketing is a changing force: From one year to the next there are new and exciting developments in marketing approaches. This fluidity represents dedication from visionary professionals who understand consumers' needs, always ready to improve the status quo. Direct mail technology takes the same stance, always innovating and bringing to life print-marketing trends representative of the time.

Direct mail services have always been a sophisticated way of contacting customers and prospects. In the past, automation and targeted segmentation improved a labour-intensive process and changed the game for mailing services. Today, it represents a wheelhouse of opportunity combined with modern marketing's greatest asset: data.

Today direct mail data represents much more than insight into campaigns. Marketers can combine data from their own sources with data from the macro sphere to create highly customised, targeted and personal direct mail campaigns that address the individual. No longer a stab in the dark, you can understand the purchasing habits, tastes and preferences of each recipient. This data can predict sales conversion, and thereby target direct-mail distribution as well as stock replenishment and fulfilment.

Digital direct-mail makes speaking to customers easy. Combining seasoned marketing techniques and innovative technology, prospects are no longer statistical anomalies. They are real people with individual needs and desires. We can learn a lot more about them and tailor the experience to understand better the behaviours that make them uniquely who they are. Direct mail of the future means no returned mail and increased open rates due to relevant content and accurate data.

Download our Knowledge Guide on ‘The Power of Digital Direct Mail’

By being creative with direct mail and combining it with marketing strategy, one can master print and digital communication. Never in isolation, one online action can trigger a print reaction; for example, a fully customised catalogue delivered to the customer's home containing the products they browsed on one or multiple online stores. Browse, print, post, purchase: this is the way of the future.

This responsive approach works in a number of ways, reaching customers within 24 hours of their online activity. When the browsing experience can become a perpetual physical reminder, conversion and direct-mail response rates soar. Tracking users' online behaviours not only enhances the experience for marketers, but makes consumers believe brands are paying attention to their needs. This increases brand confidence and loyalty, which means increased returns.

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