Many organizations are so deep into the digital world of marketing that they neglect a key tool in the marketing arsenal: direct mail.
It sounds painfully 20th century, but direct mail might be more effective now than it was, say, 10 years ago. For one, people just don’t get as much mail as they used to, because fewer people and organizations are sending it.
However, even if they throw your direct mail piece away, chances are they are looking at it before they do, however fleetingly. That creates a brand impression.
Research also shows that direct mail creates a more “personal” connection with many consumers. Some organizations that are aware of this have gone so far as to send hand-addressed letters to prospects, which often prove very successful.
But how do you organize — and track — all of this activity? Simple: through your CRM software.
If you’re using Salesforce, direct mail campaigns can, and should, become a part of it — just like your email campaigns.
You can set up triggers to send direct mail pieces to customers or prospects when they meet certain milestones. Say, for example, you have had no contact with a customer in 90 days. That can trigger a direct mailing.
Maybe you want to send holiday or birthday cards to certain customers or donors. Again, Salesforce can trigger that.
Maybe you want to send a brochure to any prospect who just was entered into Salesforce. Bingo!
We have lots of ideas on how to integrate Salesforce and direct mail to boost your marketing efforts. Contact us and let’s discuss the possibilities!