The Mailing Co is a whole new way of Direct Mail Automation for new business prospecting.
You know how you tell any online advertising platform “this is who I want to target, here’s some money, keep showing my ad till it runs out?” Now you can do that in automated direct mail
You could: open your 10,000-row spreadsheet on a Monday and figure out which 4 are, say, marine aquaculturists. Go back a couple of weeks and grab that list, then another couple of weeks and grab that one. Print different letters, 4 of each and sort out all the addresses and stamps. Post.
Won’t be long until you’re staring at the office goldfish. Especially if you wanted to send a different letter to the freshwater guys too. Direct mail automated prospecting fixes things.
How Automated Direct Mail Prospecting Works
1: Set up Campaigns and Campaign Groups on the platform telling us who you want to target.
2: Upload designs and attach to your campaigns. Tell us which A/B design to send at what point in the target company’s lifecycle.
3: Switch on. Watch your campaign transmit continuously. Monitor results. Adjust. Repeat.
The list updates continuously – about 3000 new businesses every weekday. No need to buy a big static list and scattergun it, it automatically grows with new business registrations every day. And every time a business starts up that matches your profile, they get your message posted through their door.
Every time we see a business matching your Campaign Target Profile, we send them your stuff.
Let's say you sell to Management Consultants:
Your Campaign Target Profile: Last week there were probably around 875 new management consultants starting up proper businesses (there’s normally about 3-4K/month). But you only want the ones in London, so that drops us to about 169. You specifically don’t want property management, so neg the keyword ‘property’ knocking out a couple and leaving 167. To control costs, you’ve set a budget of 50 mailing pieces per week.
And then… We automatically match those 167, minus any other settings like MPS blocking, multi-tenancy address filters and so on, print your campaign with any personalisations and post ’em** – automated direct mail joy.
**In case you’re wondering doing that on your own is totally possible. But the time it would take to extract the relevant companies, format and clean the addresses, scan against MPS and so on is time better spent elsewhere.. and that’s before you start looking for a printer or printing it on your office machine and licking envelopes.
Sit Back. Measure Stuff
Just like AdWords / Facebook Ads / LinkedIn – create Campaign Targeting Profiles, switch them on and let them roll. Wait for the response, measure, adjust, repeat. No need to buy a great big list, print, post and wait three months like in the old days. Automated, targeted direct mail.
A little guide to Direct Mail Automation
Communicating the right message to the right prospect or client at the right time is our ultimate goal in marketing communication. The rise of the online channel made that exceptionally easy and cheap for marketers of any level to work with – resulting in clutter and overcrowding.
Hence, the renaissance of DM.
On our direct mail statistics page you can read endless indicators of the effectiveness of DM; for example “Direct mail used together with digital converts 28% higher”. It’s back from the brink and automated this time.
Marketing automation is all about triggering specific personalised messages to specific segments. Those triggers might fire based on time or behaviour. Basically: When X changes, show Y to Z. Without being a direct mail stalker.
By combining sophisticated DM programs with marketing automation software like ours, you can link digital behaviour to carefully tailored Mail (i.e. not spam)
This guide hi-lights some of the features and benefits of Direct Mail Automation for prospecting, retention, renewal and promotional activity along with some real-world examples.
What is Direct Mail Automation?
DM automation systems comprise analytics and digital advertising methods, event occurrences and buyers’ personalisation. As with online channels, companies can deliver messaging to customers during different stages of the customer lifecycle automatically.
Why use the DM Channel?
We have lots of statistics on the site to the effectiveness of DM. The primary benefits driving those stats are:
– Uniqueness and originality
– Bypass of new ad filtering and spam false positives
– Tenacity and longevity of message
The Role of Big Data in DM Automation
According to stats from the DMA’s 2018 fact book, 48% of people who receive catalogues in the Mail will read them. Also in 2016, DMA reported a 43% year over year increase of client response rates and doubling of response, leading to a 190% jump. The main reason cited was the use of online browsing behaviour to customise DM.
Through big data, companies can predict conversion rates even before launching DM campaigns. It helps organisations identify the most relevant audience and minimise unnecessary mailing expenses using analytics about online purchase trends, online browsing and search behaviour, and spending capacity. The Mailing Company deeply analyses new business data to create campaigns based on trigger dates, geography, director profiles, industry codes, address profiles and keywords, for example.
Machine-learning programs analyse corporate clients’ social media profiles, various online searches and previous online orders to paint a clear overview of their current and future needs. This predictive tool is propensity modelling, which not only analyses the likeliness of customers’ response to a campaign but also accounts for the retention probability for customers who are showing changes in their needs.
A centralised brand portal connecting cloud CRM software and DM automation can provide a company with the right insights to manage automated direct mail campaigns from a central platform.
DM Solves B2B Advertising Challenges
B2B advertising specialists are implementing DM automation systems into their campaigns for increased ROI. The reason for this shift lies in stats covering the broad share of the channel, the lifetime of direct advertising, increased open rates, trust, raised levels of engagement, creativity, the effectiveness of sales and client retention.
Direct Mail Lives Longer
Today we’re dealing with a variety of communication channels such as online streams and feeds, digital portals, forums, websites, emails or social media, which are designed to attract prospects and grab users’ attention. Content overwhelm. A study in the UK highlighted that around 70% of clients believe they receive too many emails. There are network level consumer devices designed to block all advertising on the home network.
However, Direct Mail can often cut through and stay in mind. DM has a life span of around 17 days (v 17s for email?) Direct Mail is tangible and held in hand. It sits on kitchen counters and desktops. As stated by the UK Chief of Marketing and Communications at ABN AMRO, digital is very instantaneous, but it’s also gone in seconds.
Strong Open Rate
Open rates, a critical KPI in any campaign: Royal Mail in the UK reports that DM has an open rate of 92% and a conversion rate of 47%. The reasons for this could be that DM creates nostalgia, a direct and robust connection with brands, personal touch and no risk of having your computer system hacked or downloading a virus. You don’t need to open a postcard either – it’s just there.
The Power of Trust, Client Engagement, and Retention
Another competitive advantage of DM over emails is the high level of trust and customer engagement. Studies carried out by the DMA show that 87% of customers or prospects consider DM to be more trustworthy than email. Moreover, because customers believe DM is physical proof that an organisation cares, 70% of them felt more appreciated, which led to increased client engagement and retention.
Creativity and Effective Sales
Direct Mail provides a different creative sensory experience to digital. What you lose in interaction, you gain in three dimensions.
When done correctly, Direct Mail can be a great way to grab people’s attention. A B2B direct mail campaign that is well thought out, well researched, and has your targeted customer at its heart can help to create engagement, drive sales, and leave a lasting impression on your business-to-business prospect. This list of B2B direct Mail best practices will help you to create the best possible direct marketing campaign.
Start with the Right Data
Before launching your DM campaign, ensure that your targeted customer database is clean and up to date. Working directly with your sales team can be helpful at this stage to make sure that you are contacting the right prospects for your campaign.
Personalise your Campaign
Your targeted customers are unlikely to all be the same, so it is essential that your campaign is created with the ability to personalise in mind. This may be as simple as making sure that you can refer to the individual customer or business name throughout, or you may choose to group your prospects by industry or business type so that you can customise the language of your direct marketing accordingly.
Encourage Engagement with Clear Calls to Action
Direct marketing should always contain a clear call to action. Make sure that you clearly state what you want the mail recipient to do, whether it is to contact you, buy now, or download more information. It should be easy for the recipient to see at a glance what their next step is. Avoid creating complicated questions or propositions as your recipient may not be sure what you are asking of them and be less likely to respond.
Integrate Direct Mail with Other Marketing
Integrating your direct mail campaign with your other marketing efforts can help to improve overall engagement and response levels as it helps to create increased awareness of the promotion. One way to seamlessly integrate your whole marketing campaign is to use direct mail automation. By connecting your DM campaign with your marketing or CRM system, direct mail automation allows you to track the effectiveness of, and optimise your campaigns in the same way that you would with your email campaigns.
Measure your Success
It is vital to measure the success of every campaign, as the data you gather will help you decide what is and isn’t working within your marketing, and how to optimise your next campaign. Important metrics include cost per mailing, response and conversion rates, total campaign budget and profits generated.