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For an e-commerce business, getting in front of a new audience can be challenging, especially if you don’t know who you are advertising to. Direct Mail is a powerful tool that will let you reach new audiences and drive more traffic to your website. Let’s look at how it can help your marketing strategy and some tips on how to use it effectively.
Standing Out from the Noise
Consumers are bombarded with digital marketing messages every day. A well-designed mailer delivered straight to their mailbox offers a tangible experience that cuts through the noise and grabs attention. It gives you a unique opportunity to reach your intended audience, showcase your brand, and create a lasting impression.
Building Trust and Credibility
When recipients receive a physical piece of mail, the ad feels more substantial and trustworthy than a digital ad. This is especially true for a new e-commerce business that hasn’t yet established themselves online. A high-quality mailer with compelling product information and testimonials can build trust and encourage prospects to explore your online store. A piece of mail feels intentional and more personal than a digital ad alone.
Driving Targeted Traffic
Direct mail allows you to target your ideal customers with laser focus. By leveraging current customer data, data scientists can build a MicroModel® that analyzes your top customers and identifies prospects who share similar characteristics. You can send mailers to the people who are most likely to be interested in what you have to offer. Direct mail also allows you to target known individuals which will help you clearly identify the people who responded from your marketing list.
Remember the goal is to get in front of them and grab their attention. Be sure to include clear call to actions and unique QR codes or URLs, so you can seamlessly direct them to your website. Make it as easy as possible for them to reach your online store.
Re-engagement Magic
If you want to re-engage previous customers or those who have abandoned their online cart, direct mail is a fantastic tool to get back in front of them. Send out targeted mailers with personalized offers or reminders about products they viewed to reignite their interest and encourage them to complete their transaction.
Ways to Use Direct Mail Campaigns
- Introduction: Introduce your company to a brand-new audience and encourage them to visit your online store with an exclusive offer for their first purchase.
- New Product Launches: Generate excitement for a brand-new product release with eye-catching mailers that showcase the features and benefits.
- Seasonal Promotions: Encourage recipients to visit your store during peak shopping periods by highlighting new seasonal products, sales, or offers.
- Win-Back Campaigns: Re-engage dormant customers with personalized mailers, letting them know you miss them. Remind them of your value and entice them to revisit the site.
- Loyalty Programs: Everyone loves to feel like they belong. Create a program that fosters customer loyalty with exclusive offers and rewards delivered directly to their mailbox.
Tips for Effective E-Commerce Business Direct Mail
- Targeted Audience – Clearly define who your audience is, select your best prospects, and tailor your message and designs for them. Create pieces that will resonate with the people on your mail list.
- Compelling Design – Use high-quality visuals, clear call to action, and easy-to-read fonts. Make sure they have all the information they need to make an informed decision with as few words as possible. Be sure to lay out exactly what they need to do next to take advantage of the offer.
- Create Seamless Transitions – As mentioned before, make it incredibly easy for your prospect to see your mailer and transition to your website. The copy on your mailer should mirror what’s on the website. Creating cohesive designs and wording across the channels will create a seamless experience for the customer and encourage them to convert.
- Trackable Results – With any campaign, you want to know what’s working and what isn’t, so be sure to set up ways to track results prior to launching. Whether you monitor QR Codes, URL visits, or discount codes, try to capture their contact information on the website. This will help you identify more accurate results when the campaign is over.
- Omni-channel Integration – Direct mail is a powerful advertising tool, but it performs even better when integrated with digital channels like email and social media. These digital channels will keep your brand in front of the recipient and send important reminders. They also help build campaign momentum and provide multiple opportunities to respond.
By using direct mail strategically, your e-commerce business can break through the digital noise, build brand awareness, and drive online sales strategically. Interested in seeing if direct mail is right for you? Let’s connect.