Create Remarkable Experiences with Tactile Mail

tactile mail package
If you've ever walked through a Whole Foods store, you remember what the experience was like. There were fresh flowers at the entrance, wooden shelves, warm ambient lighting, and free samples scattered throughout the store (i.e., marketing tactics used to create lasting feelings of warmth and trust within the customer).
While email has proven to be an effective form of communicating with and converting prospects, many brands are looking for ways to create a more emotional, holistic experience - one where there are no distinct lines between on- and offline interactions. How do you bring these two together? By adding a tactile mail piece to your mix and pairing all of your interactions with data to create a personalized experience.
How Tangible Communications Can Create an Impact
These real-world tactics are only limited by your imagination. For example, when a webmaster signs up for Google's Partner Program, in addition to all of the digital resources he receives, Google also mails the webmaster multiple personalized printed items, including a booklet explaining all of the program's benefits, coupons to give the webmaster's customers, and a Google hat.
tactile mail booklet
Using physical items to connect with customers stimulates multiple senses and emotions making the interaction with your brand more memorable.
Sending something tangible like the booklet above has a higher impact than email alone.
3 Tips for Using Tactile Mail
Google's use of a personalized package is just one of the many ways to supplement how you connect with prospects & customers. Below are a few tips for implementing tactile mail in your own campaign.
1. Scale your efforts according to the potential return
Not all customers are created equal. Allow potential or current customers' value to guide the amount of time and money spent on them. Allocating less than a penny to help drive a significant consumer purchase (or a five-figure B2B purchase) doesn't make sense. In the previous example, Google recognizes the lifetime value webmasters have, so it sends them helpful materials and extras that other customers don't get.
tactile mail box
wine package
Depending on the potential size of the deal, you can send anything from a mock gift card to an engraved wine set.
2. Understand Behavioral Signs
By understanding buyer behavior and where your customers are in the sales cycle, you can reach each prospect at just the right time to make a genuine connection.
For example, let's say a prospect downloads multiple whitepapers on your website, attends a webinar, and signs up for your newsletter. Your sales team has even had a few calls with him, but can't seem to convert him into a customer. Then, your company sends him physical copies of the whitepapers he downloaded in a well-packaged, branded box that can be kept and referenced later. This tactic creates feelings of goodwill between the potential customer and your brand, which ultimately leads to a greater chance of conversion.
calculator box
cart box
Two great examples of tangible pieces that speak directly to the pain point of the prospect and the solution that the sender provides.
3. Trigger Action with the Right Materials
The customizability of tactile mail makes it excellent for triggering a specific purchase, upgrade or action. Simply determine what action you want a customer to take, and let that action drive your strategy.
For example, a company that helps freelancers track their time wants to convert prospects using free trials into paying customers. Towards the end of the trial period, the company sends a small handheld timer & notecard to remind trial members that their trial period is about to end and prompt them to renew. Users who would have simply let their subscriptions expire might be enticed to enroll in the paid version. It's a simple gesture that makes a big impact.
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Where and when to add personalized tactile mail to your sales and marketing strategies
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REIGNITE STALLED DEALS
Population:
Leads who have become slow or stagnant; prospects who have received a proposal and not responded.
Strategy:
Reduce time gaps and provide a reason to follow up with a thoughtful gift to demonstrate the lead is valued.
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THANK YOU
Population:
Recently acquired, loyal, or high value customers.
Strategy:
Surprise and delight with a thoughtful gift and personalized note.
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EMAIL COLLECTION
Population:
New visitors who did not complete the sign up process, or leads who don't have a valid email on file.
Strategy:
Make it easy to capture email sign-ups with a mobile friendly tactile mail piece.
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WIN-BACK
Population:
Customers who have not opened, clicked or made a purchase in 12+ months.
Strategy:
Reconnect using a tactile mail incentive if email is not receiving a response.
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WISH LIST OR ABANDONED CART
Population:
Online visitors with a wish list or abandoned cart, but no purchase in 2 weeks.
Strategy:
Rekindle interest in your product or service using a memorable tactile mail piece that ties back to the abandoned cart.
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SEASONAL GIFTING
Population:
Existing customers and prospects.
Strategy:
Keep your brand top of mind and let your customers know you're thinking of them during the holidays.
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HAPPY ANNIVERSARY
Population:
Existing customers who are celebrating a milestone with you.
Strategy:
On your anniversary, you'd be disappointed if you only received an email!
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PREFERENCE MANAGEMENT
Population:
Existing customers who checked 'Yes' to receive a paper copy.
Strategy:
Physical communication is primed to launch when paper statements are requested.
Concluding Thoughts
If you can master these tips, you can maximize the ROI of your sales & marketing efforts. While sending a physical piece might cost more than sending an email, it's also much more likely to capture a customers' attention.
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