In today’s digital world, direct mail remains one of the most effective and profitable forms of advertising and since the pandemic, it has become even more appreciated. According to the US Postal Service, people are more excited to receive mail each day since the pandemic, and 34 percent of consumers are scanning direct mail ads for deals more now than before the pandemic.
As presented in a session titled “What You’re Missing About Today’s Direct Mail,” during The Association of National Advertisers (ANA) Direct Mail Virtual Conference, these statistics demonstrate just how powerful direct mail is for moving people to action:
- 68% say they use coupons they get in the mail
- 46% say direct mail encourages them to go online for more information about the advertiser
- 41% say direct mail encourages them to make an online purchase from an advertiser
As you can see, an effective call to action, or CTA, is crucial to the success of any direct mail campaign. But the traditional “call today” may not be enough to stay competitive.
So how about integrating digital calls-to-action into your direct mail campaigns? A digital CTA prompts the reader to respond to your direct mail digitally through a website address, QR code, social media channel or more.
Social Media Icons
According to WyzResearch, social media icons are the top used digital CTA in direct mail. Including social media icons not only offers visual appeal to your mailings, but also establishes trust, especially with millennials and gen-zrs who have grown up with social media.
Social sharing can give your direct mail additional reach and could even go viral with the right incentive. For example, “Follow us on social media and share this offer with your friends for a chance to win…”
QR Codes
The second most used CTAs are QR Codes. These easy-to-use squares offer a simple way to get customers to your website or social media channels. Your customers can simply scan a QR code on your postcard with their smartphones or tablets and be immediately taken to your website, blog or social media profile. You set the destination!
Get creative! QR codes are not just for URLs anymore, here are some examples of ways you can use QR codes to engage with your customers:
- Scan to read our blog
- Scan for an instructional video
- Scan to download a free e-book
- Scan to enter a contest or giveaway
- Scan to register for our event
- Scan for a 20% off coupon
- Scan to hear our story (or podcast)
The options are endless.
URLs or “Visit Our Website”
WyzResearch shows URLs are still the third most popular CTA, and for good reason. Your website is one of the best tools for generating leads and converting them to sales. Add forms to the pages that get the most traffic to obtain contact information for your prospect list, and make sure these popular pages are doing everything they can to nurture the visitor’s interest.
Through website analytics, you can gain valuable insights into who your customer is and what interests them. By knowing your visitors’ demographics and interests, you can create targeted content and get better visibility on search engines.
Personalized Calls-to-Action
With today’s technology, it is so easy to personalize your direct mail campaigns. Long gone are the days of offset printing, when printers had to create plates before running the press, resulting in large set up fees and minimum quantities. Today, with print on demand, set up time is minimal, and printers can easily integrate your contact data and other personalized content into the job. Here are some ways you can personalize your calls-to-action in your direct mail.
- Personalized URLs (PURLs): When your prospect visits their PURL, their contact information is already pre-populated, and the message is very specific to them. The CTA would read something like, “Go to {companyname].com/[prospect name] for your personalized pricing.”
- Variable Data Printing (VDP): VDP is a form of digital printing that is data driven, allowing for total customization. VDP automates the process so each piece looks like it has been designed and printed specifically for each recipient and can include anything from the prospect’s name, unique salutation, text, coupons, tracking numbers, PURLs and even maps.
- USPS Informed Delivery: Customers who sign up for this free service from the US Postal Service receive scanned images of their household mail before actually receiving it in their mailbox. They can view the images via email, an online dashboard or the mobile app. For businesses, this service offers a new opportunity to engage users through an integrated mail and digital marketing campaign that generates additional customer impressions, interactions and insights.
By integrating these digital calls-to-action into your direct mail campaigns, you will create effective multichannel marketing opportunities that will reach a broader array of customers right when and where they are — whether that is on their computers reading social media, on their phones or at their mailboxes.
The experts at Prototype Marketing can help you integrate, personalize and profit from your direct mail and digital marketing campaigns. Call us today at 434-846-2333 or visit prototype-marketing.com for more information.