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Direct Mail Considerations | Angell Marketing | Phoenix, AZ
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Though, after a year where digital tactics took precedence in senior living marketing, you may be wondering if direct mail is still an effective medium for your marketing strategy? “When used in tandem, the effectiveness of both marketing tactics increases.” Creating strong direct mail campaigns is as important as ever—especially in supporting these other integrated efforts. Direct mail can help drive traffic to a website, generate leads, or support conversion goals. To do so, these are the direct mail elements to consider to create a successful direct mail campaign.
List Management “Before even creating a mailer, your CRM management has already affected the success of a campaign.” Tracking Inquiries: Remembering to track inquiries is vital for both the sales cycle and for your mailing list. Adding each new individual into the CRM, and consequently, a mailing list, will introduce them into your community’s marketing strategy and increase touchpoints within their sales journey. Read more here about the benefits of tracking inquiries for a senior living community.
In CRM
According to the USPS, 68% of marketing respondents said combining digital and direct mail increased website visits. Additionally, 60% said combining digital and direct mail increased ROI. When used in tandem, the effectiveness of both marketing tactics increases. “Direct mail can help drive traffic to a website, generate leads, or support conversion goals.” Size & Format
In Direct mail
An educational mailer about your service offerings “This answer will drive the specific format and size.” Common Senior Living Direct Mail Formats:
The size and formatting of a mailer should vary from project to project. Otherwise, your product can become stagnant and won’t stand out to your audience in their pile of mail. This can be done by varying up the sizes, number of folds, format, or even different ways to open the mailer (for example, left to right or top to bottom). “First, establish the goal and message of the mailer.” Encourage your leads to attend an event
According to the USPS, 68% of marketing respondents said combining digital and direct mail increased website visits. Additionally, 60% said combining digital and direct mail increased ROI. When used in tandem, the effectiveness of both marketing tactics increases. “Direct mail can help drive traffic to a website, generate leads, or support conversion goals.” Size & Format
An educational mailer about your service offerings “This answer will drive the specific format and size.” Common Senior Living Direct Mail Formats:
An educational mailer about your service offerings “For example, an educational mailer will need a larger format to accommodate the content.” Common Senior Living Direct Mail Formats:
An educational mailer about your service offerings “On the other hand, an event mailer is a small snapshot and requires less content to explain.” Common Senior Living Direct Mail Formats:
Common Senior Living Direct Mail Formats: “This provides adequate space for mailers with larger content needs.” Postcard: Whether an average postcard or oversized, the main benefit of a postcard is that a prospect or lead can quickly see the design and content without opening an envelope or needing to engage with the postcard. An enticing graphic or visual can easily pull your reader in to take a closer look—without the decision to open an envelope. Even while flipping through the mail, a lead can recognize your brand with minimal effort, which leaves a lasting impression.
Common Senior Living Direct Mail Formats: “However, it is easily identifiable as a marketing piece by your audience, so it is not always appropriate for every direct mail campaign.” Postcard: Whether an average postcard or oversized, the main benefit of a postcard is that a prospect or lead can quickly see the design and content without opening an envelope or needing to engage with the postcard. An enticing graphic or visual can easily pull your reader in to take a closer look—without the decision to open an envelope. Even while flipping through the mail, a lead can recognize your brand with minimal effort, which leaves a lasting impression.
Folded Self-Mailer: A folded self-mailer is an affordable mailing option with panels that are folded and sealed. This provides adequate space for mailers with larger content needs. However, it is easily identifiable as a marketing piece by your audience, so it is not always appropriate for every direct mail campaign. “Whether an average postcard or oversized, the main benefit of a postcard is that a prospect or lead can quickly see the design and content without opening an envelope or needing to engage with the postcard.” Card & Envelope: A card with an envelope is an escalated format for a mailer. This can be used for an upscale event or personal touches, such as for sophisticated or holiday events or personal letters from a marketing and sales member. We recently tested the response rate with envelopes vs. self-mailers for one community’s target audience. We’ll get more into this later in the blog.
Postcard: Whether an average postcard or oversized, the main benefit of a postcard is that a prospect or lead can quickly see the design and content without opening an envelope or needing to engage with the postcard. An enticing graphic or visual can easily pull your reader in to take a closer look—without the decision to open an envelope. Even while flipping through the mail, a lead can recognize your brand with minimal effort, which leaves a lasting impression. “This can be used for an upscale event or personal touches, such as for sophisticated or holiday events or personal letters from a marketing and sales member.” Additional Mailing Factors:
Elements like stamps and business reply mail (BRM) are other factors to consider when deciding the format and how a lead or prospect will receive your content. “A printed stamp implies a mass corporate mailer, whereas an adhesive stamp provides a personal touch and may entice a lead to take a look inside.” Business Reply Mail: Also known as BRMs, business reply mail is often used for surveys and fulfillment pieces like financial planning guides or floor plan brochures. Simply put, BRMs are a soft sales ask. They provide your audience with an opportunity to reach out without the pressure of scheduling an appointment or attending an event. This can lead to engagement from leads who have been hesitant to respond to other traditional mailers or tactics. Because of this, it’s a useful tactic to include in a yearly marketing strategy, despite its expense.
Though, after a year where digital tactics took precedence in senior living marketing, you may be wondering if direct mail is still an effective medium for your marketing strategy? “According to the USPS, 68% of marketing respondents said combining digital and direct mail increased website visits.” Creating strong direct mail campaigns is as important as ever—especially in supporting these other integrated efforts. Direct mail can help drive traffic to a website, generate leads, or support conversion goals. To do so, these are the direct mail elements to consider to create a successful direct mail campaign.
Though, after a year where digital tactics took precedence in senior living marketing, you may be wondering if direct mail is still an effective medium for your marketing strategy? “Additionally, 60% said combining digital and direct mail increased ROI.” Creating strong direct mail campaigns is as important as ever—especially in supporting these other integrated efforts. Direct mail can help drive traffic to a website, generate leads, or support conversion goals. To do so, these are the direct mail elements to consider to create a successful direct mail campaign.
Direct Mail Elements To Consider For a Successful Campaign “The formula behind a successful direct mail campaign can’t be replicated for every unique mailer.” Though, after a year where digital tactics took precedence in senior living marketing, you may be wondering if direct mail is still an effective medium for your marketing strategy?
Size & Format “While budget is most likely an important part of the decision-making process, it shouldn’t be the determining factor.” The size and formatting of a mailer should vary from project to project. Otherwise, your product can become stagnant and won’t stand out to your audience in their pile of mail. This can be done by varying up the sizes, number of folds, format, or even different ways to open the mailer (for example, left to right or top to bottom).
Determining the size and format of a mailer is one of the first steps as it will affect other choices like design, visuals, and copy later on. While budget is most likely an important part of the decision-making process, it shouldn’t be the determining factor. An up-front investment in your project can yield results down the line. “Otherwise, your product can become stagnant and won’t stand out to your audience in their pile of mail.” First, establish the goal and message of the mailer. Examples include: