The marriage of physical mail and digital marketing wasn’t supposed to happen. Online marketing and technology were supposed to outperform and replace paper marketing and mail delivery. But instead of going away, paper-based marketing has become the basis for some very powerful strategies designed to not only get your message noticed, but also have it acted upon. The USPS has supported this by allowing marketers the ability to track their mail campaigns, gain insight into who the message reaches, and follow up with consumers in order to make a true impact and get the most return for their marketing dollar.
This blog will take a closer look at the mail journey, explore some of the technology the USPS has developed for consumers and marketers, and illustrate how Presort Inc. is your complete resource for developing and executing a direct mail marketing strategy that gets you results.
It may come as a surprise that the US Postal Service does much more than deliver letters and parcels from place to place. Once thought to be a dinosaur of an organization, the USPS has evolved in recent years to not only remain relevant but develop into a true ally for direct mail marketers and organizations and businesses that want to reach more people, target a specific audience, and track what works and what doesn’t.
The USPS calls this the Mail Journey, a multi-faceted driver that is designed to greatly impact any omnichannel marketing strategy. They understand that when direct mail is highly personalized and tightly integrated with a digital strategy, your message has more impact, and you can see the results. The second part is very important. In the past, direct mail campaigns were costly because to see a return, marketers had to cast a wide net. But using technology, present-day direct mail marketers can be laser-focused and choose the recipients based on interest or location. The USPS supports this entire process from sender to sale:
Awareness and Desire – Prospect receives a personalized postcard, brochure, or catalog in the mail, which generates interest. Included in the mailpiece is a personalized QR code that drives them to a personalized landing page.
Seek More and Evaluate – Prospect goes online to research the offer. This starts the tracking process and triggers a direct mailpiece with a follow-up offer if the prospect decides not to buy.
Transaction and Retention – Prospect receives the offer physically and digitally through informed delivery.
Loyalty and Recommendation – After the purchase, the prospect receives a “thank you” mailpiece that is coordinated with social media posts encouraging the customer to leave a positive review.
These marketing efforts are not intended to be a “hard sell” but rather guidance for an already interested customer to evaluate your company as the best option to satisfy a need.
The only missing element to this complete marketing strategy is a direct mail marketing specialist like Presort Inc.
At Presort Inc., we combine the direct mail experience that will guide your decisions with the professional direct mail printing expertise that will efficiently turn your ideas into crisp marketing materials that get results:
Postcards – Get immediate attention with laser-focused postcard mailers. Have an important sale or event coming up? Do you wish to call attention to new products, services, or special offers? A sharp, colorful commercial postcard is the way to go.
Brochures and Booklets – Visually convey information and go more in-depth with offers with printed booklets. Either keep people up to date with a newsletter format or present a suite of products with a catalog. Booklets are also great vehicles for introducing products or services that require more context and explanation.
Letters – Letters are great when your marketing strategy means telling a story. Maybe you want to thank a longtime customer or convince a previous customer to give your products and services another chance.
Flyers – The bigger sibling of the postcard, flyers give you the opportunity to elaborate on the details of an offer. Display glossy images of your products or services, or simply fill a sheet with coupons. Flyers are great ways to deliver information and get flexible returns.
Presort Inc. is your direct mail resource. We know what works; we can integrate direct mail into any budget, we understand the USPS mail journey and every one of their tools, our direct mail marketing printing capabilities allow us to make anything you can imagine, and our entire organization is dedicated to providing you with the tools you need for your next direct mail campaign to succeed. Reach out to us today, find out more about our strengths, and give us a chance to supercharge your marketing strategy.