5 Reasons Direct Mail is Vital to Your Multi-channel Marketing

Marketing research shows time and again that both consumers and business buyers are aligned: They like to get mail . . . when it’s done right. But what does that mean?

Successful direct marketers have cracked the code and are motivated to deliver mail campaigns that are relevant to and welcomed by highly targeted prospects, customers and supporters.

In today’s unexpected environment that has kept many people closer to home and disconnected from their usual routines, direct mail marketing has seen a resurgence in popularity for a wide range of industries across local, regional and national markets. Many people have lightheartedly joked on social media channels that going to the mailbox has become an outing – and they’re dressing up to do it!

All fun aside, studies have compared how our brains respond differently to physical and virtual stimuli. The research revealed that engagement with a printed piece shows more brain activity than with digital views, suggesting that physical material is more “real” to us and involves more emotionally vivid memories.

Still, any single marketing channel can’t do it all. Mail teaming with digital strategies and each playing to its strengths results in a multi-channel campaign that delivers the strongest performance.

Digital tools and technologies, like personalized landing pages for response, elevate a simple print project to a can’t-miss, easy-to-respond-to piece that is well within reach of small business marketers and nonprofits. Think in terms of print and rather than print or other marketing channels.

Here are five characteristics of direct mail that make it a powerhouse, and as part of a multi-channel campaign, can help to drive more sales or donations, enhance customer relationships and deliver long-term return on your investment.

1. LIST AVAILABILITY AND REACH

The ability to target mail by geography, interests, specific demographics and lifestyle characteristics gives personalized and relevant messaging laser-sharp focus for improved response.  

If you’ve paused acquisition mailings, consider reengaging with further refinement to your mailing list. You will likely experience more attrition in your customer base during a downturn, and prospect mailings can help you regain lost business. Alternatively, no-list mailings to a defined geographic area are an affordable, fast and effective strategy for local businesses whose customer base is close by.

2. LOW NUISANCE/LOW THREAT

There are some products and services that are a natural fit for direct mail. Nonprofits, service industries and restaurants are a few. And when someone needs a longer period to research and compare their options, mail can give you an intimate space to do it.

It doesn’t mean we are going to stop shopping online. Marketers should have email in their arsenal for nurturing relationships and special promotions, recognizing that there can be suspicion about data security among customers and prospects who prefer physical mail.

3. HIGHER RESPONSE RATES

Physicality may positively influence the effectiveness of the call to action. A recent study shows 42% of direct mail recipients read or scan the pieces they receive.1 Advertising mail is kept in a household for 17 days on average, meaning it offers multiple opportunities for recipients to take the desired action.2

4. FLEXIBILITY OF FORMAT

Mail is highly adaptable to your audience and campaign objectives. With formats including postcards, letters, self-mailers and dimensional packages, mail is telling your story in print. Digital messages can sometimes look sterile. A mail piece supports long and short content, and different paper textures, inks or finishes all work to make the emotional connection that is so powerful.

5. LONG SHELF LIFE

A tangible printed mailer that can be set aside and picked up later or passed on is appealing in households and businesses. Yes, you can forward an email. But days or weeks later, that’s history. There are dozens of more emails right behind the one you just got.

Let us know when you’re ready to put the power of direct mail to work for you. Our pros can help.

1Data and Marketing Association
2Royal Mail

Multi-Channel Marketing Tips for Success

Multi-channel marketing tips

As business owners, the journey to getting your message through to consumers quickly and efficiently can be daunting, but one thing is for sure: your audience is no longer in one place. Average consumers toggle back and forth between a number of platforms and channels every day, and in order to reach them, your business should do the same.    


For those who are new to the idea of multi-channel marketing, or for those looking to polish their multi-channel skills, here are a few tips to set your business up for success in your next campaign.

Choose Your Channels Wisely

According to the Data and Marketing Association, multi-channel marketing campaigns use three different media types on average. When choosing the channels you want to leverage for your campaign, look closely at your audience and understand the media types that have worked for you in the past. You can use customer feedback and data metrics to determine which platforms your audience responds best to and which are equipped enough to carry out your campaign objective. And, don’t forget to think outside the cloud – offline channels like print and mail can be key players in marketing campaigns.

Make Modifications for Each Channel

After deciding on the right channels for your campaign’s audience, adapt your strategy to work best with each channel individually. Say you chose to launch your campaign through email marketing, social media marketing and mobile app messages—how will the channel differences affect the phrasing of your message? A lengthy email can carry more content than an Instagram photo, but an Instagram photo will certainly require more creativity than a push notification. By adapting your strategy for each channel, you can be more effective in getting your message across.

Keep it Consistent

While your methods should vary for each channel to adapt to its purpose, your messaging and design should remain consistent throughout the entire campaign. Your goal is to ensure that the audience will become familiar with the message and recognize it across all channels, but beware of sounding redundant or “spammy.” You can do this by executing similar designs for your social media collateral and email headers, and using the same key words and phrases throughout the platforms.

Multi-channel campaigns are not always a smooth experience—there are a number of factors to consider and keep track of in order to execute it successfully. However, multi-channel strategies are efficient in reaching your audience on more than one level, thus more likely to get your message across. These tips are a good start, but for in-depth consultation and guidance, contact the professionals at Allegra.

Optimizing Your Email Marketing Strategies

Optimizing email marketing

Email marketing has proven to be one of the most effective ways of generating customer interaction and driving sales, no matter what business you run. With consumers spending more time on their devices, your content becomes even more likely to reach a lead or existing customer via email.

However, email campaigns can require a bit more TLC than other marketing strategies. In addition to proper follow-through actions, the platform and tactics are constantly changing. And in order for you to get the best results out of your email marketing campaigns, you must find ways to optimize. 


Below are a few key tips to get you started with optimizing your email marketing strategies.

Customize Senders & Subject Lines

Grabbing the customer’s attention is often the first obstacle when launching any sort of marketing strategy. With email campaigns, the first thing that recipients will see is the email’s sender name and subject line. To increase the chance of your message getting across to the recipient, list your sender name as a real person. Sending emails with a real name, and maybe adding a picture of the sender instead of a general business name helps set a friendly, humanizing tone. You can also test different sender names, such as your company’s CEO vs. a marketing representative, to see which performs better. For subject lines, the best tip is to keep it short and sweet. To prevent the subject line from being cut off in a mobile or desktop preview, use a short phrase with actionable language like “learn more about a trial,” or “join us for a limited time offer.” You can also customize the subject line by including the recipient’s name, which will help draw their attention.

Call on Customers with a Call to Action

A call to action can be one of the most important aspects of an email campaign because it will essentially get you to your end goal of completing a sale or converting a customer. To optimize your call to action, first decide what action it is that you want readers to take. Then, decide how you want to bring it to life. If you are currently using a link for readers to click on as a CTA, consider opting for a button instead. Clickable buttons are often included “above the fold,” or in the top half of the email. Regardless of where yours is located, make sure it is bright and easy enough to read so recipients don’t scroll right past it at first glance.

Create Segments for Personalization

Using segmented lists in email campaigns is an effective way of personalizing the messages you send. Most email marketing services now allow you to segment your email lists into smaller groups with specific attributes. For example, you can break your master email list up into groupings based on geographical location, age, gender, purchase history and more. Say you are launching a promotional offer for customers who have previously purchased the same service or product. Through segmenting, you can send the offer to those with a matching purchase history without having to send it to customers that it doesn’t apply to. Thus, email segmenting can increase the likelihood of getting your message across to the right customer.

Email optimization is a journey, rather than a one-and-done action. The goal of optimization is to continually adjust and test different aspects of your email marketing campaign, record the results and compare strategies to see which proves to be the most effective for your business. There are a number of ways to begin optimizing your email marketing strategy aside from subject lines, senders, calls to action and segments, but if you need additional support in getting started, the experts at Allegra are always happy to help.