By Kurt Gellert, PFL Sr. Director of Partner Marketing and Brooke Grief, Iterable Senior Content Marketing Manager
The key to successful customer experiences and patient, client, and employee engagement is attention, but it’s hard to captivate people fatigued by digital-engagement methods. Digital marketing is a must. It’s the great enabler that allows marketers to scale. That’s why, today, enterprises in all industries have an engagement problem, not a reach problem.
Customers and prospects want to receive content that’s relevant to them, be it a promotional offer for a product or service or expert content about a topic they desire. Engaging with people on an authentic and personal level creates lifetime value.
Modern direct mail combines the emotional power of offline marketing with the measurement and predictability of digital marketing. Brands can deliver one-to-one personalization at scale, gain attention and engagement, and keep it. In other words, it is now possible to deliver authentic, powerful moments by creating impactful direct mail that is data driven.
That’s why PFL is intent on bringing the measurement, personalization, and predictability you expect from digital to direct mail. Its technology amplifies growth for organizations, and it has a proven track record of doing so for some of the biggest brands in the world.
But it doesn’t do it alone. Integrating direct mail with CRMs and/or MAPs enables businesses to seamlessly leverage digital signals and behavioral data to trigger physical touchpoints with full transparency into order status and campaign performance. Everyone wants measurability with direct mail and, by integrating, it's possible.
For example, Iterable—an AI-powered customer-communication platform that provides an easy and secure way to connect with audiences at scale—also allows marketers to automatically adapt messaging based on customer data. Iterable optimizes orchestration across your marketing channels—including direct mail.
Plus, Iterable customers can amplify already impressive engagement rates by leveraging direct mail with simple native integrations.
Amplifying loud and clear
According to a 2022 study overseen by Compu-Mail and Forbes, your digital content competes with around 6,000 to 10,000 online ads and more than 1,000 promotional emails. Contrarily, the average person receives only 13 to 15 pieces of direct mail per week. This presents a far easier way to capture attention, and marketers are experiencing accelerated growth by integrating direct mail into their digital campaigns.
Amplification doesn’t happen if you’re not sending the right message, at the right time, to the right person. Direct mail does this when powered by a customer-communication platform, such as Iterable’s. This is how the integration of direct mail becomes a springboard to higher engagement.
Amplification doesn’t happen if you’re not sending the right message, at the right time, to the right person.
When sending direct mail, three critical components drive engagement:
- The right message
- The right timing
Iterable checks all these boxes with the help of PFL’s native Iterable integration. This allows your team to send personalized messages that give recipients a full-sensory experience. The ability for customers to see, feel, smell, hear, and sometimes taste what your brand delivers amplifies brand recall and preference. After all, when was the last time an email made you feel as excited as receiving an enticing package?
You can leverage data in your customer-communication platform to send physical mail after someone visits your website, abandons their cart, or downloads a piece of content. You can also send follow-up promotions or gifts via direct mail to capture customers’ attention and get them to re-engage with you digitally. And all of this is trackable.
Adding the physical to your digital campaigns improves engagement by approximately 20 to 25 percent, according to client research conducted by PFL. Plus, cross-channel orchestration and amplification are proven ways to boost your ROI—more than 10x, in many cases.
So, start pairing your digital marketing with physical direct mail and watch your customer communications work better and your revenue increase.