Many marketers consider direct mail to be an opportunity to enhance the performance and personalization of campaigns and to build trust. The Marketo automation platform gives marketers the ideal playground for that. With Marketo, they can automate the direct mail process with educational, informative, product updates, promotional, and many other different types of content. They can also add call-to-action phrases to their intended content to encourage recipients to register for a product demo, a meeting or a product query. The Marketo platform has plenty of features that facilitate sending automated direct mail campaigns to improve customers reach and influence purchase decision. But if you wonder how you can achieve all these objectives with email campaigns, then why allocate marketing budget for direct mail?
Why direct mail in an age of email?
Direct mail impacts engagement programs in a variety of ways –
Recipients tend to keep good looking cards and direct mail pieces, such as catalogs, gifts, or other items. They often may choose to display items or even share with their friends and family. Thus, direct mail presents better opportunities for engagement with the brand.
Physical coupons and gift cards with call-to-action in direct mail impact more in fetching customers to the store, thus, speeding up the purchases.
Direct mail delivers newsletters, cards and offers straight to the recipients and get noticed, engaged, interacted or take desired actions with your mails. Prospects find direct mails less intrusive and easier to engage with than electronic mails.
Direct mails can be synced with any online campaigns – these can be automated, aligned with email, social and other online campaigns and optimized based on insights collected from previous purchases.
Direct mails make customers feel more valued and connect emotionally thus, making subscribers more charged up and responsive to communications.
Furthermore, many people not only want to open and engage with direct mail pieces, but many also want to receive direct mail more than email. About 70 percent direct mail recipients have expressed their interests in discerning content in their direct mail, while 74 percent recipients have shared that they noticed ads in direct mail more than any other online campaigns.
Now the question is – how to create direct mail campaigns that will improve engagement and responses with campaigns?
We recommend these four effective tips to boost the direct mail marketing efforts using Marketo:
1. Create the Program for the direct mail
First things first: create a Marketo program by adding multiple assets to support direct mail programs. We suggest creating following assets for direct mail programs:
First, you need to create ‘Members’ for subscribers who request direct mail by filling out forms. This asset will also include those who are expecting and interested in company’s direct mail programs.
Next, create a campaign to queue direct mails and ensure that they are automated with the right list of people.
Create another campaign to track all these direct mails sent. As well, you need to set the campaign so that status is updated as soon as the physical mail items are sent.
Create this campaign to track all direct mails that are successful. Here you can monitor the mail pieces received by subscribers.
After you have set up campaigns for automating and tracking received mails, you need another campaign to monitor recipients who are responding to your direct mails. Track recipients who are taking the actions guided by the call-to-action phrases in mail pieces.
Create a trigger campaign to trace those recipients who have proceeded to the funnel after receiving and responding to direct mails.
2. Identify people who can be mailed (who are not)
After creating campaigns, next thing to focus on is to define the list of people to trigger the direct mails. Because most companies and marketers will focus on email marketing campaigns, direct mail processes are not something they are familiar with. In this direct mail process, marketers need to make suppression lists for subscribers listed with invalid/incomplete/inaccurate email addresses. In order to ward off people with bad physical addresses, marketers can create a segment which will filter those people who should not be sent emails. Marketers who find segmentation difficult to handle, can opt for creating Smart List with Marketo to eliminate people with bad or wrong physical addresses.
3. Time to evaluate the nurture process in place
After you have zeroed in on the people to target, created the Smart Lists, segmentation, and assets, assess the nurture engagement program to decide where this direct mail program fits.
Now go into your nurture engagement stream and figure out when the direct mail should become part of your prospect’s nurture journey. This example leverages programs within nurture engagement programs, as many organizations do. In this example, PFL chose to make the direct mail the fifth piece of content.
Don’t worry, you can also send direct mail as part of standard Marketo flow steps if you aren’t using engagement streams.
4. Develop the Direct Mail Program
The most important element for creating direct mail programs in Marketo involves automating and queueing the program. You can line up multiple direct mails for lead nurturing program instead of just one current mail. The Queued email campaign allows sending an email and automating the direct mail in the proper intervals between email and other online campaigns. You can set email campaigns that will collect information on delivery of the package which may ask recipients such as, “Have you received the package? Tell us if you liked the surprise in the package” or contain similar other messages to generate interests of subscribers and also prompt them to receive and open direct mail packages.
In that way, you can create a combination of direct mail, email and other online campaigns as part of an evergreen nurture stream.
Do you need expert help creating direct mail campaigns using Marketo? Get best practices and make the most of your direct mail efforts. Contact our Marketo Certified Professionals at (408) 502 6765 or via social channels Facebook, Twitter, and LinkedIn.
We’d love to hear from you – kindly drop your query or tips on your Marketo nurturing program below in the comment box.