Don’t hit pause on sales. The pandemic has certainly caused disruption for many businesses, making them pivot many of their marketing strategies due to a new remote workforce. While marketers are fairly used to having to adapt to a new normal, in this case, something tried and true is actually still the most beneficial.
It’s true that the pandemic has caused many non-essential businesses to shift employees to work remotely. While physical distancing recommendations will eventually change, the trend of working from home is only expected to grow. Already the number of employees telecommuting had grown by over 90 percent in the last ten years.
But just because employees are working remotely doesn’t mean that you have to stop marketing to them; you just need to reach them in more effective ways. Direct mail is a classic marketing strategy that can be extremely beneficial to both marketing and sales professionals. It just needs to be planned and executed correctly.
Can you enable your remote workforce to make sales with direct mail marketing?
Even during unprecedented times, direct mail is a tried-and-true method for connecting with customers. Direct mail provides less competition in the mailbox, is highly trackable, and produces great response rates for your remote workforce to utilize.
Less Competition in the Mailbox
Your trusty mailbox is the ideal path to cut through the clutter and gain the undivided attention of customers and decision-makers. The average office worker receives 121 emails every day. Compare that to an average of just 2 pieces of physical mail per day. With less mail in the mailbox, the items that are received make a much bigger impression, and your sales team can benefit from the relatively low-clutter of physical mailboxes.
While customers or prospects may not be at their physical office, they are receptive to receiving direct mail at home. This is a new normal of remote working. It’s easy for customers to delete emails from their inbox and not even give them a second look, but it’s harder to avoid engaging with a piece of physical mail. Over half of Americans read every piece of mail they receive. Whether they ultimately throw it away or place it down to act on it later, people are forced to consider each and every piece of direct mail received, and your brand will benefit. Consumer recognition is 70 percent higher for direct mail as opposed to digital ads.
Customers enjoy the tangible aspect of direct mail. You’ll enjoy the fact that direct mail is highly trackable. While many sales and marketing professionals still incorrectly believe it’s impossible to track direct mail, there are actually many tracking tools available to use with direct mail marketing. Many of these tracking tools are what bring your online and direct mail strategies together.
Unique landing pages, social media links, exclusive offers, a custom phone number, and QR codes are all ways you can track your direct mail pieces. For example, you can send your prospect a brochure and include a link to an online-only web deal. That way, you can reach your customers offline and give them the option to interact with you online. You can track how many website hits you receive to track the conversion rate of your direct mail piece.
Great Response Rates
Direct mail boasts impressive targeting capabilities, helping you to reach the people you want to reach. You can target based on location, life-stage, business statistics, hobbies, and even sales-stage. With a segmented audience, it’s easier to send out more personalized direct mail marketing campaigns with specific, targeted offers. When you get your message into the right hands, the results are swift and substantial.
Direct mail allows marketing and sales teams to get creative and customize direct mail pieces. Catalogs, lead-letters, flyers, brochures, and newsletters are all different kinds of direct mail that you can send. The ability to choose from so many different options is why direct mail is so versatile and why it has consistently been a leader in response rates when compared to other marketing methods.
When you reach a customer through direct mail, you help build brand recognition and trust. Once a customer, or prospective customer, has a positive interaction with your brand, they’re more likely to have a positive response to future offers you send them. You even have the opportunity for a customer to share your direct mail piece with a friend, colleague, or neighbor. Direct mail items can make an impression on people beyond just the intended recipient.
Direct mail helps you cut through the digital noise, reach prospects in a unique way, and allows your remote workforce to engage with them on a more personal level. During this unprecedented time, take the opportunity to revisit a tried-and-true method of connecting with customers directly in their homes. At Letter Jacket Envelopes, we know that what is on the outside of the envelope is just as important as what’s on the inside. That’s why we offer envelope selection and customization tools that make it easy to make a great first impression.
- Direct mail is a classic marketing strategy that can be extremely beneficial.
- Even during unprecedented times, direct mail is a tried-and-true method for connecting with customers.
- Direct mail provides less competition in the mailbox, is highly trackable, and produces great response rates.
- Letter Jacket Envelopes knows that what is on the outside of the envelope is just as important as what’s on the inside.