There are two main forms of direct marketing – direct mail and email. Both allow you to send a personal one-to-one sales piece direct to your target market. They work well separately but are even more powerful together as part of a total campaign.
Using carefully selected data you can target your mailings more than with most other marketing methods, right down to the individual and their tastes and preferences. Both tools allow you to get your message right in front of your prospect at their desk or at home. In fact, direct marketing can be used at any stage in the customer lifecycle:
- Acquire – to communicate with potential customers and promote your products or services
- Retain – to keep your existing clients up-to-date with company success stories and new products or services, to show that you are a growing company they can trust
- Grow – to cross-sell to existing customers by sending promotions, news of new products or services and any company success stories, to encourage them to increase their spend with you
Direct mail has more of a wow factor than email. It allows you to do something with greater impact to get your marketing message noticed.
There are many different formats for mailing packs available, some basic and some quite complex. The impact of a well-written letter highlighting key messages should never be underestimated and can be enclosed in an envelope carrying a teaser message to encourage the recipient to open. A series of postcards can also work well. What’s more, a really unusual DM piece can be really eyecatching and memorable, but will be more expensive to produce. Sixothree will work with you to produce a highly targeted direct mail piece that gets results.
As with direct mail, email marketing can also be highly targeted to the recipient. It is certainly the cheaper of the two, so you can communicate with your target audience more regularly if your budget is tight.
Unlike direct mail, email marketing allows you to track who opened each email and what links they clicked on, giving you a greater understanding of their interests. By collecting this data you can follow up with another email more targeted to the recipient, or with a phone call to discuss their needs. Email marketing also allows you to direct traffic to your website, increasing the number of visitors and hopefully your search engine ranking.
Emails can also be sent in the form of a regular newsletter which can go to clients and prospects and help drive traffic to your website. It can include any number of stories, including new clients, new product developments, or something educational to get them thinking about new ideas.
There are many email packages available and we’d be happy to give you our opinion on the ones which work best. We can help you with the design and content, and even send the emails out for you.