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Snail Mail Isn't Dead - Here's How We Know

June 24, 2019
By Krista Brea

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Your personal convictions may tell you that snail mail is obsolete in today's modern era of social media and mobile technology, and who acknowledges it anymore? Actually, snail mail is not dead, and direct mail is more effective than ever. It's a great way to capture individual attention in an age in which consumer inboxes get an average influx of 120 emails daily.

It's hard to stand out in all that chatter without neon lights. The U.S. Postal Service, however, conducted recent studies that revealed that consumers retained the information in physical ads longer and they were more emotionally engaged with the material. Learning how to use snail mail to your advantage in 2019 just may increase your bottom line exponentially. Here's how.

Cross-channel functionality

The switch to more analog tactics doesn't mean you have to create a separate wing in your marketing department. Instead, using print mail as an invitation to engage with your business on social media, your mobile application, your direct phone line, your website or other more specific initiatives can be a great initial touch point.

Unlike the distractions that can happen when you are in your email inbox, such as getting a text notification or a new urgent incoming message. Postal mail comes once a day and forces you to decide to keep it or trash it. Requiring you to act, instead of leaving unread items pile up in your inbox.

Collecting customer data at all touch points is vital to maintaining consistent messaging, completing your customer profiles, and staying top of mind in a competitive market. Find ways to use direct mail to encourage your customers to interact with your business on all platforms: mobile apps, website, landing pages, social, in-store, etc.

Sometimes the only pieces of data a company has on their subscribers are the name and email address. But now you can easily go from online to offline by using Identity Matching to enhance your database with postal addresses. Supplying you with the information you need to launch your next direct mail campaign successfully.

 

Using creative packaging

Just as you would address your consumers on any digital platform, how you deliver print mail to your audience should reflect your unique branding, voice, and goals. Consider the color, design, shape, and material you use in your print deliverables.

If you're an environmentally conscious brand, send out mail on seeded paper (you can plant the seeds after you've read the mail). If you're a travel brand, send a postcard. If you're an Etsy seller, send your customers a hand-made and hand-written letter.

Don't just be generic. That's a sure way to guarantee that your mail will go into a trash bin rather than the trash folder. By using personalized touches, you make the recipient feel important. Put some thought into what you send, what you say and even when you say it.

If you send your mail during the standard high-traffic postal seasons (holidays), it defeats the purpose of standing out from the crowd. Find select dates for each of your customers (that could be an industry- relevant day or even an anniversary of some kind).

Implementing your personalized print mail campaign

If you've been struggling to find efficient strategies for connecting with your existing audience, print mail could be your solution. Establishing your print-mail initiative should include these four four steps:

  1. Be on brand.
  2. Inform your campaign with comprehensive data.
  3. Be unique.
  4. Offer only value-led content.

Start taking advantage of direct mail. Register for our upcoming webinar with Lob to discover how you can use automation to trigger targeted direct mail campaigns.

For help enhancing your database with postal data, consult with our experts at TowerData to ensure your customer database is enhanced, clean and comprehensive across all channels.

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