Boosting the impact of direct mail marketing with a multichannel approach

Small businesses seeking ways to revive their direct mail marketing campaigns should look to the foundation of any successful marketing strategy and aim to engage consumers through compelling and interactive conversations.

When interacting with consumers via a direct mail campaign, they will be best reached if you target them individually. For example, address a consumer with their name and recognize their relationship with your brand. In an effort to drive further sales, suggest a product that would complement any items they have recently purchased from your firm. Additionally, be sure to take a multichannel approach to your campaign and sync your social media campaign to any direct mailing pieces.

“There is nothing more powerful than social proof, so leverage social media wherever you can,” Bloomberg Businessweek wrote. “By asking customers to rate or comment on your products and services, they become advocates for you.”

Other multichannel initiatives to engage consumers include incorporating mobile technologies on direct mail. An effort such as this would also help a small firm track the success and interaction of its campaign.