While it may not be the mainstay of direct marketing programs that it once was, primarily because of its relatively high cost, direct mail is still a very effective channel for marketers to reach customers and prospects as part of an integrated cross-channel marketing program. Many organizations make the mistake of segregating their communication channels, and, by doing so, they lose the ability to orchestrate a dialog across channels:
- Not all customers respond to communications in the same way. Some are much more likely to respond to email while others will only reply to direct mail.
- In certain industries such as charities, direct mail remains the primary method for new donor acquisition. Email is used primarily to solicit renewals from existing donors, and, in the absence of a response, an email is often followed by another piece of direct mail.
- Channels can complement one another. Direct mail is a great way to drive people to your website to collect their email addresses. Email might be the medium by which a customer is prompted to go to the website to request an expensive direct mail pack. A subsequent mobile message might remind them to respond to the offer deadline stipulated within the direct mail pack.
- Depending on regulations specific to your industry, certain types of communications can only be sent via direct mail.
ClickSquared's Cross-Channel Marketing HubSM allows you to orchestrate your direct mail by leveraging other channels. You can share targeting rules, personalization logic, creative content, and even landing pages that use high-capacity color barcodes.
Moreover, ClickSquared, leveraging its legacy as a direct mail service provider, can directly print and mail your communications, or, if you prefer, send personalized, full color output — or simple mail files — to your existing print provider.