There are only a few more weeks left in 2019 and while many are researching new marketing techniques to share with clients, we wanted to do something different this year. Recently, we spent some time thinking about what trends no longer serve our clients. Here are a few direct mail strategies that we are forgoing in 2019.
EDDM (every door direct mail) is a low-cost marketing technique that focuses on delivering direct mail pieces to all residents on a USPS carrier route. Though this method is cost-effective, you end up spraying and praying that your pieces will reach your intended audience. In the end, this wastes marketing dollars because the data list is not targeted.
Black & White Lasered Maps
Personalization is important, especially to your customers. While traditional variable custom maps were printed as a black and white laser on a predetermined creative shell, this type of printing did not offer the type of branded personalization that 4-color inkjet technology now allows. With more modern methods, full-color variable maps are more accessible than ever. As a result, your content is more personalized, eye-catching, and more likely to drive more appointments.
Printing Master Shells
It was the standard a few years ago to 4 color print a shell and then laser in all variable content in black and white. With more sophisticated inkjet presses, such as the Oce Prostream, white paper goes into the machine and endless version of your campaign can come out. The end result is a more targeted campaign for your audience.
Envelopes That Give Too Much Away
For a time, it was a trend to put all the details of an offer front and center on the envelope. Now it’s time to take a more different approach with your marketing by only featuring a small amount of information on the envelope. Testing shows this works especially well when recipients get a sneak peek of an offer tailored to their needs. Just enough to pique interest and get them to open your piece where the full offer and call to action are revealed.
Presenting The Same Offer To All Your Customers
There have been numerous studies that show that customers prefer personalized content. Instead of pushing out the same content and offers to every patient, variable printing capabilities allow you to send custom content to each person. By leveraging full-color inkjet technology, your marketing should be varied based on the recipients' demographics.
At BlueWing HVAC, we are committed to caring for our clients, and that means providing them with the best marketing advice. While we feel that the trends above are outdated, are there any marekting techniques your company has decided to let go of?