Direct mail meets technology for huge success
When a local digital marketing agency decided to expand their marketing efforts to attract new clients, they needed a breakthrough approach that would generate high visibility within their target market, higher-educational institutions. They found extraordinary success with a surprisingly low-tech solution: A four-fold postcard, integrated into a targeted email campaign.
The agency has a deep level of expertise in providing pay-per-click (PPC) services to universities. They had patiently grown their business organically, using referrals. But they wanted to take a more aggressive approach to position themselves in the minds of decision-makers at universities.
The agency has an impressive track record of PPC success and a compelling story to tell. Their challenge was to communicate this message using a medium that would command attention and generate new sales leads. Their marketing manager was concerned that cold calls and emails alone wouldn’t do enough to differentiate them in the minds of their prospective clients.
A direct mail campaign appeared to be an excellent solution to this challenge. The agency’s marketing manager contacted Connie Mullaly at Heritage Printing to discuss his needs. She recommended a four-fold postcard, which provided plenty of room to tell their story. She also recommended strengthening the mailer’s call to action to make it more persuasive.
“We really appreciated Connie’s turnkey, consultative approach,” he recalls. “Her domain expertise in higher education was very helpful. She helped us refine our design so it would deliver the best results to our target audience. She also inspired us with examples of what other Heritage clients have done, which was extremely helpful. She was very responsive and saved us a lot of wasted time and effort,” he added.
As a result of this campaign, the agency won a pilot project with a new client that is significantly larger than their typical deal size.
“At one university, we sent postcards to the marketing manager and her boss, who is the decision-maker. He was so impressed by it that he carried it into her office and told her, ‘We need to work with these guys,’” the agency’s marketing manager recalls.
Direct mail works because it provides a tactile experience that is deeper and more immersive than any digital content. If you approach it in a strategic way, it’s very effective at breaking through the clutter and getting the attention of important decision-makers.
The agency’s decision to integrate the postcard into an email campaign was an excellent one because cross-channel campaigns are proven to enhance brand visibility and memorability. They’re also an excellent way to build relationships with prospects, gain their trust and move them steadily toward a purchase.
Heritage recommends sending a direct mail piece, followed by a series of emails with messages and digital marketing that are designed to nurture your prospects along the path to a sale. These campaigns usually have a higher than normal open rate because your audience remembers your brand from the direct mail piece as well as the other channels.
The bottom line for this digital marketing agency is that the tactile experience of direct mail aligns with their personalized approach to their clients and prospects.
“Sending prospects a mailer that’s very targeted to their needs shows that you care. It’s my gut feeling that it adds an extra dose of credibility to your message,” he concludes.
When’s the last time you gave some serious thought to using direct mail marketing to reach, influence and persuade your prospects? Contact us today to discuss your next project.