Gone are the days of treating direct mail as its own channel. Today, clever CRM managers integrate all offline and online channels into one smart workflow.
But some of the best omnichannel marketers still struggle to power direct mail with their CRMs. Without a print shop in-house, many marketers cede control to outside vendors to design, create and mail postcards—resulting in inefficiencies and lags further separating direct mail from integrated campaigns. But with the right technology, like Inkit’s CRM integrations, marketers can bridge this gap.
Read on for three ways marketers use Inkit with their CRMs to automate direct mail and integrate postcards into larger omnichannel workflows.
3 Ways Your CRM Can Power Postcards
1. Trigger Direct Mail Based on Behavioral Data
To truly automate postcard marketing, use Inkit with one of our CRM partners (we’re adding to this list all the time). This allows you to add direct mail triggers, making it no harder to send a postcard than an email.
When would you trigger a postcard vs. an email? There are many times during your customer’s journey that a tangible piece of marketing collateral is more effective than a digital message. Here are a couple postcard triggers we recommend:
- The re-engagement postcard: You’re probably already triggering emails when new customers sign up or when existing customers cancel or go dormant. When these emails fail to elicit a response, resist the urge to spam inboxes. Set up welcome/reactivation postcard triggers instead.
- The loyalty postcard: Direct mail and loyalty programs go hand-in-hand. Some of Inkit’s most successful customers send postcards to thank customers and to remind them of loyalty points. Direct mail is more personal than email, eliciting a more significant emotional response, so it could be just the tool your loyalty program needs.