Marketers today often prioritize online strategies such as email marketing and social media advertising to reach their target audience. One channel that is often overlooked is direct mail.
Did you know that 50% of consumers have tried a new product, service or establishment in the past six months after receiving a direct mail advertisement?
- 17 seconds for the average lifespan of an email, compared to direct mail’s average lifespan of 17 days.
- 73% of American consumers say they prefer contact from brands via direct mail because they can read it whenever they want.
- 51% of recipients say they find postcards with coupon codes, special offers, and pricing useful.
One particularly effective way to use direct mail is through trigger-based direct mail marketing.
What is Trigger-Based Direct Mail Marketing?
Trigger-based direct mail marketing involves sending physical mail pieces to potential customers based on specific actions, behaviors, or events. These triggers can be anything from a customer’s recent online purchase to their birthday, or even an abandoned shopping cart on your e-commerce website. The goal is to create timely and personalized interactions that capture the recipient’s attention and encourage them to take action.
The Benefits of Trigger-Based Direct Mail
Trigger-based direct mail allows you to tailor your messages to each recipient’s unique situation or behavior. This level of personalization enhances the likelihood of engagement and conversion. For example, sending a thank-you card with a discount code to a recent customer shows appreciation and incentivizes them to return.
By targeting triggers, your direct mail campaigns become more relevant and timely. For instance, sending a reminder to customers who abandoned their shopping carts can recover potentially lost sales by prompting them to complete their purchase.
Since trigger-based direct mail is highly targeted and personalized, it typically yields a higher return on investment (ROI) compared to generic mailings. The focused approach ensures that your marketing budget is spent efficiently on the most promising leads.
Improved Customer Engagement
Receiving personalized, relevant mail can make customers feel valued and engaged. This can lead to increased brand loyalty and advocacy, as well as word-of-mouth referrals.
Implementing Trigger-Based Direct Mail
To execute trigger-based direct mail campaigns, you need comprehensive customer data. Ensure your database is up-to-date and segmented appropriately based on triggers, such as recent purchases, birthdays, or website interactions.
Craft engaging and personalized content for your direct mail pieces. Whether it’s a postcard, letter, or promotional offer, make sure it resonates with the recipient’s trigger event.
Also consider utilizing marketing automation tools to streamline the process. These tools can trigger mailings automatically when certain events occur, saving time and ensuring timely delivery.
Types of Trigger-Based Direct Mail Campaigns
- Welcome or Onboarding Campaigns
When a new customer signs up for your service or makes their first purchase, you can send them a personalized welcome package or letter. This not only shows appreciation but also provides them with essential information and resources.
- Abandoned Cart Campaigns
If a customer adds items to their online shopping cart but doesn’t complete the purchase, you can send a reminder or offer an incentive, such as a discount, to encourage them to finalize their order.
- Birthday or Anniversary Campaigns
Sending a personalized birthday or anniversary card with a special offer or discount can make customers feel appreciated and increase their loyalty to your brand.
- Reactivation Campaigns
If a customer hasn’t engaged with your brand in a while, you can trigger a direct mail campaign to rekindle their interest. You might offer a special incentive or highlight new products or services.
- Post-Purchase Follow-Up
After a customer makes a purchase, you can send a follow-up thank-you card or mailer. This not only expresses gratitude but can also request feedback or reviews, which can be valuable for your business.
- Milestone Campaigns
Recognize and celebrate milestones in the customer’s journey, such as reaching a certain number of purchases, loyalty points, or years as a customer. This can strengthen their emotional connection to your brand.
- Event and Appointment Reminders
Send reminders for upcoming events, appointments, or reservations. This can be particularly useful for businesses in the healthcare, hospitality, or event industries.
- Subscription Renewal Campaigns
If you offer subscription-based services, send reminders when a customer’s subscription is about to expire. Include incentives or discounts to encourage them to renew.
- Geographic or Location-Based Triggers
Send direct mail based on the recipient’s location or proximity to your business. For instance, offering a discount to customers who live near a new store location.
- Holidays and Seasonal Campaigns
Create special holiday or seasonal mailings, such as sending holiday greetings, promotions, or seasonal product recommendations.
- Announcements and Product Launches
Inform customers about new product releases, upgrades, or major announcements with direct mailers that pique their interest.
- New Mover Campaigns
New movers are often looking to establish new routines and find new service providers in their new neighborhoods. Engage with new movers using Welcome Wagon’s suite of new mover direct mail programs.
When implementing trigger-based direct mail campaigns, it’s important to gather and use customer data effectively, personalize the content, and ensure timely delivery to maximize their impact and effectiveness.
For more information and ideas to help you fuel your customer acquisition programs, contact Welcome Wagon! Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting with new homeowners through their mailboxes and online.