3 Ways to Target Your Sales Offers With Digitally Responsive Mail


Digitally responsive mail is one of the best ways to reach engaged customers with targeted and timely sales-boosting offers. Let’s take a look at what it is, how it works, and what makes it so effective.

Direct Mail That’s Really Smart
You know how a traditional direct mail campaign works: you “drop” a compelling offer and creative, usually in the form of a postcard or mail kit, to mailing list contacts on a particular date or series of dates.

And you know how programmatic advertising works: you deliver highly targeted offers, based on demographic and behavioral data, to users while they’re engaged on a digital platform. (Get more insights into how this works in Amazing Audience Targeting and Response From Today’s Music Streaming Apps and How to Generate Leads With Facebook Ad Campaigns.)

Digitally responsive mail combines the best of both worlds, thanks to the power of online data and modern print outreach technologies. You “drop” a highly targeted offer—via direct mail—to a customer right after they engage digitally with your brand. That’s right! A customer shows interest in your brand and you can follow-up with them in 2-3 days via first class mail.

Harnessing Data for Targeted Direct Mail
Using the right technology, you can track an individual visitor’s behaviors across channels, from browsing your website, using an online shopping cart, reading blog posts, engaging with your social media posts, and more. Depending on your goals, certain actions can trigger an automatic and ultra-personalized direct mail offer related to the content they were interacting with.

As such, it’s your customer’s behaviors—not simply your marketing campaign schedule—that drive your offer communications and ensure their relevance and timeliness.

And it’s your choice of direct mail that makes the offer more likely to be opened: an article in Publishing Executive points out that people receive as many as 5,000 marketing messages a day via digital channels, but 98% of consumers check their physical mail daily and 77% of them sort through it immediately.

It’s important to note that for digitally responsive mail to get on the printing press (and into customers’ mailboxes) in the first place, you need your visitors’ contact information. If you don’t have all you need in your system already, sometimes just a small piece of tracking information, such as login or IP address details, is required to identify and validate a customer against an outside database.

The Abandoned Shopping Cart
When an online shopper abandons their shopping cart, this usually triggers an email encouraging the customer to return to the site and complete their purchase. Due to email’s inherently low open rates, however, this form of follow-up doesn’t tend to drive impressive performance.

Yet the Data & Marketing Association’s 2017 Response Rate Report reveals that compared to email’s 0.6% average response rate, direct mail’s averages 5.1%. So what if a direct mail piece is triggered when a shopping cart gets abandoned? Can this approach pick up where traditional email retargeting leaves off?

Dan Dunn, the founder of the UK direct mail agency Paperplanes, explains to MarketingProfs that once they began sending triggered digitally responsive mail to non-responders of their abandoned basket email campaigns, they saw up to a 14% increase in abandoned basket recovery and an 8% increase in average order value.

“We were still following up with that individual customer with something that landed in their home four days later,” Dunn says, adding, “Now, for direct mail up until this point, that has been unheard of.”

When you consider the open rates of direct mail and the relevancies of these data- and behavior-based individualized offers, there may not be a more effective way to boost conversions and sales. Contact us to learn more.