Most people associate a triggered direct mail campaign with a greeting card sent on the day of their birthday. Or a discount voucher delivered after they purchase a product. If you are one of those who think so, we have something surprising to tell you. With the increasing role of marketing automation and personalization, triggered direct mail has also evolved. Now, you can integrate a CRM system with a direct mail tool to connect digital marketing with offline direct mail campaigns. Thanks to this, your disjointed marketing efforts will turn into a seamless customer journey.
Your potential and existing customers will feel like you anticipate their every wish with the ultimate service. Triggered direct mail allows sending a free delivery voucher when users abandon a cart after learning the shipping cost. Or you can use mail to automatically remind people on a target list about upcoming events. There are many other effective options to tailor your marketing efforts with triggered direct mail campaigns. To use them, you need to integrate a mail automation tool like Inkit with a CRM. Read on to get detailed instructions on how to do this.
What Is a Triggered Direct Mail?
Triggered direct mail is a mail piece sent in response to a specific customer action or event. Such an event is called a trigger. Once a CRM records it, a direct mail automation tool receives the command to deliver the mail. A leaflet, postcard, or another mail piece goes to the corresponding person within the shortest time. As a result, the customer receives the mail right after the interaction with digital channels. This leads to higher response rates and makes your call-to-action more relevant.
Apart from that, triggered direct mail provides access to offline marketing capabilities that most companies ignore. Whereas email marketing loses its effectiveness, trigger-based direct mail shows higher response rates and ensures greater personalization. Recipients show a stronger emotional reaction to mail marketing, with 70% of Americans stating that direct mail is more personal than digital marketing. To make your direct mail campaign even more effective, you can use variable data printing offered by Inkit and tailor every direct mail piece based on the customer data from a CRM.
7 Benefits Of Triggered Direct Mail Campaigns
- Faster reaction. Triggered direct mail allows you to align direct mail campaigns with customer behavior in real-time. You don’t waste time manually tracking your customers, taking mail pieces to the post, and waiting for the delivery.
- Flexibility in marketing choices. Integrating a direct mail automation tool with a CRM system, you will record all the results instantly. Therefore, you can immediately evaluate your marketing strategies and introduce the changes if necessary.
- Data-driven marketing. The CRM automatically collects data to build your customer base. Hence, your further steps will rely on accurate and relevant information. Besides, triggered direct mail will allow you to avoid buying or renting out a mailing list, which may be critical for starters with a limited budget.
- Cross-channel marketing. Triggered direct mail can easily be intertwined with other marketing means, such as emails, social media, or web resources. As a result, you can ensure a smooth customer journey across all channels.
- Personalization. Inkit’s dynamic data insertion based on triggers makes the mail content tailored to every customer. Moreover, since the mail is sent after a specific event or action, the overall context of the delivery is also personalized.
- Cost-effective solution. You won’t need to blindly print thousands of mail pieces hoping that some of them will work. Triggered direct mail is an excellent way to cut printing costs and focus on specific target lists that are the most likely to convert. This will improve your return on investment and save the marketing budget.
- Better management. Thanks to marketing automation, you will get more time for analytics and managerial responsibilities. This will help you see the big picture and make more informed decisions.