One of the greatest things about marketing in the 21st century is the ability to create more personalized and effective campaigns using data you’ve gathered from customers. From bringing in new leads to delighting loyal customers, all areas of the marketing funnel can be improved by using consumer data to gain new insights and time your marketing communications just right.
Trigger-based direct mail marketing is one data-focused tactic that can help you provide the right messaging to the right customers at the right time. Read on to find out what trigger based direct mail is and why your company needs to use it in the new year.
What is Trigger-Based Direct Mail Marketing?
If you want to use the trigger based direct mail strategy effectively, you’ll first need to understand what it is and how it works. Trigger mail is a strategy where you create a tailored direct mail response based on consumer behavior data. You can use different types of triggers, and the specific trigger will help you determine what type of tailored message to send to consumers.
For example, let’s say that a customer visits your site, puts some items in their cart, and then leaves without checking out. Cart abandonment may be one of the triggers you set up in your trigger direct mail campaigns. This would mean that once the customer has abandoned their cart, your company will automatically send them a direct mail piece with a message that encourages them to revisit the products they initially showed interest in.
How Trigger-Based Strategy Transforms Your Direct Mail Marketing Strategy
Trigger-based direct mail marketing helps your company create a more integrated marketing strategy as you use data you collect from online activities to engage consumers offline. This strategy helps your company encourage and influence conversions after the consumer has behaved in a way that shows they’re interested in your brand. DMA reports that personalized triggered messages can help companies achieve a 20% reduction in cart abandonment and a 15 to 30% increase in overall sales.
Due to this, companies often experience favorable response rates. In fact, one company found that customized direct mail pieces sent 24-hours after the customer’s website visit showed a 20% response rate. That’s because the follow-up message helped the company re-engage with site visitors to remind them of why they first showed an interest in the brand.
Using Trigger-Based Direct Mail for Direct Mailing Leads
Trigger direct mail marketing isn’t just for engaging current leads and customers. You can also use this strategy to bring in new direct mailing leads. The key to lead generation through triggered direct mail is identifying the types of behaviors that consumers might take that could indicate a potential interest in your products or services.
For instance, let’s say that a real estate agent wants to use trigger-based direct mail to bring in more direct mailing leads. This real estate professional might choose triggers such as graduating college or getting married to find potential new clients. Then, they could send personalized messages that congratulate the consumer and offer their services.
Start Using Trigger Based Direct Mail in 2018
Here are just a few of the things you’ll need to consider about using trigger-based direct mail marketing in the new year:
- Trigger-based direct mail is a direct mail marketing strategy that allows you to use consumer behavior to create more personalized messages.
- Trigger direct mail can improve response rates by helping you send the right message to the right consumer at the right time.
- Trigger direct mail marketing is also an effective tactic for increasing your direct mailing leads, helping you expand your reach.
Need help getting started with your trigger-based direct mail marketing campaigns? The direct mail marketing experts at Ballantine can help you get started with strategy and implementation of your 2018 direct mail campaigns. Contact Ballantine today to find out more about our services.