When you go on a journey, normally there is a beginning, middle, and end. However, a cycle is continuous and never ends. While marketing can appear to be somewhat linear with the end goal of bringing a prospect to making a purchase, the truth is that businesses need to focus on getting their prospects and customers into a lifecycle — hence the term lifecycle marketing.
Lifecycle marketing may sound like a fancy term, but all it really means is that you are keeping your prospects and customers in an active state by connecting with them continuously through marketing messages.
There are numerous ways to do this from emails to social media and TV advertisements. But have you considered the possibility of infusing direct mail into all of your lifecycle marketing stages?
According to recent reports, 74% of marketers feel that direct mail has the best conversion rates of all marketing channels. Marketers also report a better return on investment —12%— when direct mail is included in the multichannel mix.
Though it may be seen as a more traditional form of advertising, technology has allowed business owners to utilize this direct mail marketing in new, modern ways. Now you can automate your mailers with direct mail integration and also create triggers through direct mail API that touch buyers at every point of their buyers’ journey (without any additional work on your part).
So how effective is direct mail?
Postcards are still a highly effective way to connect with potential buyers from a first touchpoint to years down the line when they’ve become loyal brand ambassadors. Studies show that postcards in particular achieve the best response rates when compared to dimensional mailers, catalogs, and letters.
Keep reading to see how you can leverage postcards at each stage to create meaningful touchpoints and drive conversions.
1. Awareness Stage: Capturing Attention
Objective: Make potential buyers aware of your business, product, or services.
At the beginning of the cycle, your goal is to introduce your business to people. Postcards at this stage should be eye-catching and engaging. You’ll want to include 1-3 offers, like a discount or introductory free estimate or guide, a strong all to action, and photos or positive reviews to build trust.
Direct mail can in many cases make the best first impression as opposed to emails, cold calling, or social media. In fact, 70% of people said mail, rather than email, gave them a better impression of the company that sent it a report showed.
Postcards also have the best “open rate” because they are not placed in envelopes. Once the recipient takes it out of the mailbox, they see all of the information right away. Even when the mailer is inside an envelope, the open rates are still higher than email. On study found that 90% of mail is opened by recipients, while only 20-30% of emails are opened/seen. This of course gives your business a much better chance of turning your prospect into a real lead.
Direct Mail Integration Idea: Connect your Customer Relationship Manager (CRM) system, like Zoho or Salesforce, to PCM Integrations direct mail API and automatically mail postcards to brand new prospects. Anytime a new person or business is entered into your system, the trigger you set it place will automatically send a postcard to them.
Example: A yoga studio goes to a health convention and speaks to 10 new potential clients interested in joining. After their name, address, and other personal information is entered into the system, they receive a postcard in the mail with an introductory offer for a discounted first month of yoga sessions with membership.
2. Consideration Stage: Providing Value
Objective: Nurture leads by offering value and information, increasing their desire for your products/services.
Once potential buyers are aware of your business, they’ll start considering their options. Postcards at this stage should provide valuable content that helps them make informed decisions. You can include a QR code that when scanned goes straight to your website for more information, five-star reviews, and special offers in the form of online codes to encourage website visits.
This stage is crucial because it could be the turning point for a person to becoming a buyer or a lost cause. Prospects can also stay in this part of the cycle for very long periods of time, so keep consistently sending mailers to stay at the forefront of their minds. In 2020, one study recorded about 96% of all mail is engaged with. This was an increase from 2019 which was at 91%. So more than 90% of people who get your mailer will definitely take the time to read it.
Direct Mail Integration Idea: Put prospects on a mailer schedule of automating one postcard every week, or every month, in order to stay top of mind. You can also try to instigate action by taking advantage of key milestones, such as birthdays, if the person moves, or during holidays.
Example: A landscaper mails postcards to the incoming leads in his CRM once a week offering discounts on routine lawn services.
3. Conversion Stage: Encouraging Action
Objective: Persuade leads to make a purchase or take the next step.
At this point, your goal is to convert interested prospects into customers. Postcards should have a strong call to action and create a sense of urgency. Consider sending limited-time offers that have expiration dates to redeem, a list of clear instructions on how to sign-up for services or receive more information such as a web landing page, or any other incentives to drive the lead to taking action.
You have a higher chance of bringing prospects to conversion with direct mail. One report found 62% of consumers who responded to direct mail made a purchase, and 56% of consumers who responded to direct mail went online or visited a physical store.
You can also send them testimonials from satisfied customers or case studies. By giving your prospects examples and success stories about your products or services, you build trust and lead them toward feeling confident about making a purchase.
Direct Mail Integration Idea: Include a five-star review on your postcard or a success story (i.e. case study) that showcases the amazing work you do or the product you provide.
Example: A medical company places a success story from a patient who had laser therapy and was happy with their results on the postcard.
4. Retention Stage: Building Brand Loyalty
Objective: Foster long-term relationships and encourage repeat business.
After a purchase, it’s important to maintain a connection and build customer loyalty. Postcards at this stage should focus on showing thanks by giving rewards for repeat business, requests for reviews/feedback, and additional relationship-focused cards that may include personal details. One marketing company did a study and saw that 70% of consumers say mail makes them feel valued as a customer.
Direct Mail Integration Idea: Automatically mail postcards to customers who made a purchase 3 months ago and include their first name and a special offer to make them feel valued and encourage repeat business.
Example: A cleaning company mails postcards to families who scheduled a cleaning 3 months ago and include a free eco-friendly cleaner gift basket upon scheduling 3 more cleanings.
5. Re-Engagement Stage: Rekindling Interest
Objective: Reconnect with past customers who may have gone cold.
For customers who haven’t interacted with your business for a while, postcards can be an effective way to re-engage them. Tailor messages based on their past behavior or purchases and also show them new products or services to help excite them about your company again.
As a matter of fact, direct mail’s effectiveness is actually improving as we speak. In 2022, one study found that 78% of B2B marketers agree their analog touchpoints — direct mail — have been performing better than they had a year ago. So refusing to give up on mail will also give you an advantage over time.
Direct Mail Integration Idea: Send mailers to all previous customers who have not made a purchase in a year that include a free gift with purchase.
Example: A nail salon mails a special offer of a discount on a pedicure to all clients who scheduled a pedicure a year ago.
You can also advertise free webinars with postcards to past customers to keep them connected to you. Whether you provide an educational webinar or plan an event that customers can participate in, your business can get creative with ways to draw them back in for engagement.
Direct Mail Integration Idea: Mail a postcard invitation to your customer list for a free webinar on a topic of interest. Incentivize RSVPs by offering a gift to the first 10 people who register.
Example: A realtor hosts a free webinar on home care for first-time home buyers and provides a gift to Home Depot for the first 10 people who sign up.
In a crowded digital marketplace, postcards offer a tangible, personal touch that can set your brand apart. By strategically automating direct mail at each stage, you can create a more engaging, memorable experience for potential and existing customers. So, don’t underestimate the power of a well-designed, hyper-targeted postcard—it could be the key to turning interest into loyalty.
Ready to get started? Contact one of our integration experts today and get a personalized plan that fits your business.