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Four people you should be direct mailing (but probably aren’t)
August 31, 2017
When it comes to direct mail, we’ve handled everything from postcards to live plants; magic-8 balls to iPads. We’ve sent some cool stuff, but it’s who we send it to that really matters. At the other end of every box, letter, or postcard that leaves our Indy office is an experience waiting to happen.

So, who is your who?

It’s common for many companies to be hyper-focused on one target audience when developing direct mail campaigns. We’ve broken down the 4 ideal direct mail recipients you should be considering for your next direct mail campaign, and what to send them, to help you maximize your direct mail marketing potential.

PROSPECTS

Prospects are individuals that you’ve identified as potential customers. Sometimes called “cold leads”, these contacts may be aware that your company exists, but have likely never had a conversation with your sales team and have not purchased from your company in the past.

Direct mail is a great way to grow your brand recognition with a new audience. In fact, over 60% of direct mail recipients are influenced to visit a promoted website, and the greatest influence of those are first-time buyers. That’s why prospects are first on our list of ideal direct mail recipients.

Not sure where to find new prospects? One option is to purchase a list based on demographics such as industry, job-title, job-function, buying habits, etc. If you attend trade shows or conventions, often a contact list of attendees can be arranged as part of your exhibitor agreement. Industry rankings & web searches are also great ways to find potential new customers.

Send Prospects:

  • Postcards
  • Coupons & special offers
  • Introductory pieces
  • Small, inexpensive promotional items
  • Product samples

 

LEADS

Leads are individuals or companies that are being actively pursued by your sales team. These are potential customers that have indicated an interest in purchasing your product but haven’t pulled the trigger (yet!).

You probably already know that it can take between 7-13 “touches” with a potential customer before a sale. Leads are an ideal direct mail recipient because direct mail puts the “touch” back in your sales & marketing interactions – which are typically accomplished over digital channels like phone, email & social media.

It’s likely that you already have contact information for leads, but be sure you confirm any addresses or recipients before sending any direct mail campaign. What if your contact has moved on since your last conversation? Or what if the company has moved? Make sure a simple address error isn’t keeping you from closing a deal.

Send Leads:

  • Promotional items that align with your messaging
  • Product samples
  • High-Value items
  • Case-Studies and Testimonials

 

CUSTOMERS

Acquiring new customers is the #1 priority for marketing & sales professionals. We get it! But failing to market your customers once they are no longer a prospect may mean missing out on the chance to turn clients into loyal brand advocates. Which is why customers made our list of ideal direct mail recipients.

For example, unless your customer service team is actively promoting new products and services, your existing customers may not be aware of all you have to offer them. Even if you’re sending a holiday gift every year, chances are it’s getting lost in the shuffle of thoughtless gifts from other vendors showing up on your customer’s desks.

Direct mailing your existing customers is a more personal way to show your customers you value their business, and it’s not as easy to ignore as email and social media. A well-executed direct mail campaign could mean the difference between you and your competition.

Send Customers:

  • Thoughtful holiday gifts
  • Welcome “kits” with branded promotional items
  • Handwritten note cards
  • Referral discounts
  • New product promotions & samples

 

EMPLOYEES

Rounding out our list of ideal direct mail recipients are the poor, overlooked employees. Typically, direct mail campaigns that are sent to employees are initiated by the HR department. But there is value in bringing marketing into the employee discussion. Employee engagement is a hot topic in the HR world, and an engaged workforce can have a significant impact on business outcomes like customer satisfaction, productivity, and profitability.

Additionally, our work environment has changed. More people work away from a traditional office environment than ever before, and keeping employees connected to your corporate culture can be challenging. Direct mail campaigns that specifically target employees are one way to help your team feel connected, appreciated, and engaged.

Who doesn’t love receiving a gift? Consider branded promotional items, or “swag” as many employees affectionately refer to it, delivered to your employees with a personal touch. And, as a bonus, a proud employee will likely wear branded gear around town, serving as free advertising for your company.

Send Employees:

  • New employee “welcome kits” with company swag
  • Handwritten note cards
  • Thoughtful holiday gifts
  • Gift cards to celebrate company milestones
  • Branded Apparel

 

Need help figuring out what to send to your prospects, leads, customers, or employees? Say “Hi” to Tactive: we’ll have you creating memorable experiences for your direct mail recipients in no time!