Why Modern Direct Mail is a D2C Marketer’s Secret Weapon
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The document discusses the importance of modern direct mail as a powerful tool for direct-to-consumer (D2C) marketing, particularly in retaining customers amid shifting marketing landscapes. It highlights the effectiveness of integrating direct mail with digital campaigns, emphasizing personalization and timely engagement to enhance customer interactions. Successful client examples illustrate how businesses can leverage direct mail to improve conversions and foster customer loyalty.
Why Modern Direct Mail is a D2C Marketer’s Secret Weapon
- 1. Why Modern Direct Mail Is A D2C Marketer’s Secret Weapon The Direct to Consumer Summit: Planning for Q3 & Q4
- 2. ● Session recording and slides will be sent out ● Log back in anytime with the same link ● Resources available as handouts Eyebrow Text Today’s Logistics Persephanie Arellano Webinar Coordinator
- 3. Today’s Speaker Tatiana Afanasyeva Head of Marketing
- 4. 1. Marketing landscape is shifting 2. Retention matters more than ever 3. Direct mail + digital: it really works! 4. Modern direct mail for your digital strategy 5. Client success stories Agenda
- 5. The New Normal Marketing Activities & Budgets Are Impacted $20B in global ad spend lost since Jan 1, 2020 25x cost of acquisition vs retention campaigns 87% of all events canceled or postponed until June
- 6. The New Normal Direct-To-Consumer Brands Rely on Retention
- 7. More CRM, behavioral, and demographic data is available than ever Data Timing Personalization Retention Matters More Than Ever The New Normal Campaigns are long-running with precisely timed tactics Messages, offers, and channels are tailored to customer preferences
- 8. Poll Question How many of you currently use direct mail? ● Yes ● Yes, but only acquisition ● Nope!
- 9. A Secret: Direct Mail + Digital Works Really Well Modern Direct Mail 2.0 30% 20% 10% 0% Direct Mail Direct Mail + Previous Purchase Direct Mail + Email ResponseRates
- 10. Batch FTP-based processes can’t integrate with modern tools and campaigns Slow Generic No Visibility Why Isn’t It Used More Widely? Modern Direct Mail 2.0 Fixed templates and layouts prevent personalization Limited tracking and manual reporting make it hard to measure success
- 11. ● COVID-led spike for at-home delivery services ● The average consumer receives 88 emails per day ● Less than 50% of digital campaigns actually reach their target audience Growing Opportunities for Offline Communications Modern Direct Mail 2.0
- 12. A New Way To Use Direct Mail Modern Direct Mail 2.0 Retargeting Retention Cross-sell Referral
- 13. Get mail in-home in as little as 4 days for timely engagements Speed Easily test and measure the impact of campaigns Rapid Iteration Direct Mail Automation Modern Direct Mail 2.0 Send mail “on-demand” based on customer milestones or activities Triggered Sends Customize layout, imagery, copy, and offers for different customers Personalized Content
- 14. 3 Ways You Can Change the Game
- 15. Retarget Digital Customers to Increase Conversions Client Success Stories ● Sales cycles are never straightforward ● Timed engagements can help to reduce points of friction in the sales cycle ● Direct mail engages customers at home - where many purchase decisions are made 1
- 16. ● Un-returned impression kits ● Treatment plan availability ● End-of-treatment cross-sell Uses targeted direct mail to reduce friction in each stage of the customer journey: Example: Smile Direct Club
- 17. Personalize Content in Offline Engagements Client Success Stories ● Consumers don’t just like personalization—they demand it ● Lifecycle markers have used data to personalized digital communications, but direct mail has been out of reach ● Featuring personalized products and offers in direct mail can significantly increase campaign lift 2
- 18. ● Reminder of previous purchases ● Specific product or brand recommendations ● Hi-touch cadence for new buyers Re-engages dormant customers with highly personalized direct mail: Example: ThredUP
- 19. Celebrate Unique Customer Milestones Client Success Stories ● Repeat purchases are a major goal of lifecycle marketers ● Unique milestones or events can provide an important “reason” for ongoing communications ● Direct mail makes these event feel more important with a physical presence or “personal” touchpoint 3
- 20. ● “Bra-niversary” for 1-year re-purchase ● Engagement for unsubscribers ● Styles aligned to customer fit and profile Uses milestones to educate customers about the product lifespan: Example: Third Love
- 21. Key Takeaways Build your retention expertise, today. Direct mail is powerful. Even better when paired with digital channels. Build relevance with personalization and timing.
- 23. Access on-demand webinars, e-books including The State of Direct Mail, and customer success stories https://bit.ly/Lob_SODMail Visit Lob.com for Smarter Mail, Faster. June 9 @10am-1pm PST Learn how companies are transforming using innovative mailed communications https://bit.ly/Lob_VDMS
- 24. Schedule Your 1:1 Strategy Evaluation 24
- 25. THANK YOU!
- 26. 11:00 – 11:45am PT 12:30 – 1:15pm PT LOB PRESENTS: Why Modern Direct Mail is a D2C Marketer’s Secret Weapon 11:45am – 12:30pm PT FORRESTER PRESENTS: How The Coronavirus Crisis Impacts Performance Marketing Long Term Today’s Timeline The Direct to Consumer Summit QUICKFRAME PRESENTS: Use Video Effectively Throughout Your Customer’s Journey