When some people think of direct mail marketing, they may associate it with an outdated, one size fits all approach of flyers or generic business postcards. While a traditional mail campaign can be effective for some businesses to stay in touch with previous customers or attract new ones, a personalized, technology-driven direct mail campaign is a surefire way to expand your business’s reach and grow your client base. Kymera utilizes cutting edge technology to help you target your ideal customer and increase your conversions. By implementing new technologies such as PURL’s, individual landing pages, and QR codes, you can modernize your mailers and create a winning strategy for your next campaign.
Why Is Direct Mail Effective?
Even though everyone seems glued to their mobile devices these days, a Deloitte study recently found that almost one third of US consumers feel overwhelmed by digital advertising and subscription management. An omnichannel marketing strategy is always the most effective way to ensure you are reaching all of your target audience, but certain verticals may be more successful than others, depending on your target audience. Direct mail, when coupled with new, personalized technology, is one of the most cost effective and consumer effective marketing strategies available.
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Direct Mail is personal
- While anyone can see an ad on YouTube or social media, studies show that over 95% of consumers directly engage with their direct mail.
- Direct mail marketing isn’t out-dated at all. Over 72% of Gen Z, the youngest adult buyer demographic, say they look forward to receiving direct mail.
- While email can allow you to personalize your subject lines with a first name, or target someone by their recent purchases, buyers feel that the personal connection of having something addressed to them in full at home helps them to feel more aligned with the brand.
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Direct Mail is Customizable
- Whether you want to send a postcard, a flier, or a custom letter, the opportunities are endless with direct mail. Our design team will create any design you could dream of, and our experts will make the recommendations to be sure your campaign will be effective – and profitable.
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Direct Mail Has a Better Reach Opportunity
- It’s estimated that by 2025, over 325 billion emails will be sent each day. Conversely, the average US household only receives about 400 pieces of direct mail marketing annually. Sending an effective, visual direct mail campaign will have less of a chance of being auto-deleted or ignored.
- Sending direct mail to a physical address also increases the number of people who will interact with your advertising. 72% of US households contain two or more adults. Even if your direct mail asset is addressed to one specific person, the odds are multiple people will see it from the journey of delivery to reception.
How Can We Bring Direct Mail and Technology Together?
Direct mail is effective on its own, but when the tangible aspect of direct mail is combined with the cutting edge technology used by Kymera, you have a marketing strategy that is guaranteed to win. Direct mail is so much more than sending postcards to a neighborhood.
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Location Targeting
- Partnering with a knowledgeable marketing agency means that your marketing team will utilize software to map out where your target audience is reachable. By utilizing demographic data such as target income, home value, or various other characteristics, you can ensure that your direct mail is landing in the right mailboxes. GPS location data can even help you determine what other services and goods your potential customers are buying to help you convert your competitions’ buyers to your own.
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PURL Technology
- A Personalized URL, or PURL, is one of the most effective ways to personalize a direct mail campaign. By implementing a unique address onto each piece of mail, your campaign will send the recipient to a customized landing page built out on their interests, which will lead to more conversions. PURL’s are also easy to track and measure the success of, so if you need to make adjustments to future campaigns, you will have the data available to you to do so.
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QR Codes
- QR codes are the simplest way to bring new users directly to your website, landing page, or booking page. Because QR codes are scanned directly from a mobile device, they are easily accessible and almost instant for people to use. QR codes are highly traceable and easy to aggregate data from.
If you’re ready to maximize your reach, partner with Kymera today. Our robust direct mail strategy will place your marketing materials in front of your ideal customers while increasing your conversion rates and maximizing your profitability. Contact us now to get to work.
