How to Adjust from Marketing to the Masses to the Individuals that Make Up the Masses
Over the last several decades, we have made great shifts in the way we market to our customers.
One of the most prominent of these shifts is the way in which we’ve adjusted from marketing to the masses to marketing to the individuals that make up the masses. That fundamental adjustment is what separates many successful companies — and their competition — today.
Perhaps the best way this shift manifests itself is in some of our strategic tools, and of these, one strategy stands out — using personas to map the buyer journey. Put simply, mapping the buyer journey with personas is about plotting out each stage of an eventual purchase, from recognizing a need to securing whatever service or good fulfills it from the perspective of the personas.
Let’s take a look at how we can use personas to map and enhance a buyer journey.
We’ve touched on personas frequently in our StrataBytes blog series, and there’s a good reason for that — personas are a valuable resource. As a refresher (or for those of us who are not familiar), personas are lifelike, highly specific representations of customers. For instance, a basic persona may look something like this:
Jillian is 32 and assists in buying MarTech systems for her company. She values being able to do her research independently. Being tech-savvy, Jillian appreciates high-level content detailing the functions of the MarTech she’s looking into. Although she’s a thoughtful and independent buyer, she likes open lines of communication should she have questions, particularly when that comes in the form of a consistent sales representative.
Of course, this is just a basic example — most companies create significantly more specific personas by using their own data and research while also making personas representing different subsets of target demographics.
Now that we’ve created our personas, we can begin using them to map our buyer’s journey, and one of the first things we’ll do is plan our outreach.
Knowing that Jillian is tech-savvy, wants to do her own research, yet still values the ability to interface with a sales representative, we might choose to send her something that is both personally inviting and incorporates digital elements.
This could be a dimensional mailer from a sales representative with a short video displayed on a touch screen. After the video ends, Jillian can explore the pre-loaded content to get a better idea of what capabilities the MarTech system has to offer, including a QR code to download a more technical eBook outlining the finer points of the MarTech.
Identify Obstacles, Friction and Bias
We can also use personas to familiarize ourselves with the obstacle customers regularly face. It’s crucial to use personas in this way to gain a better understanding of our customers by putting ourselves in their shoes.
Identify the pain points they may encounter in their buyer’s journey. For our Jillian persona, that would include things like limited availability of information surrounding the product, difficulty conducting independent research, or trouble contacting a representative with questions.
Our job becomes about removing these pain points and ensuring our fictional company has sufficient information available for those looking to research our products independently, providing varying depth of available content ranging from introductory to technical, and creating an environment where sales representatives are easily accessible through phone, email or online chat.
Update and Maintain Your Personas
People and companies change and this change necessitates the updating of personas to match. Constantly going back to your data and research — figuring out what works and what doesn’t — will fine tune your personas into more potent tools as you continue to use them.
Remember, it’s crucial to make unique personas representing different people going through different buyer journeys.
These tactics — using personas to enhance buyer journeys — can make a huge difference in how small and large companies approach marketing. A better understanding of your customer leads to better marketing, and an enhanced experience for them means enhanced sales for you.
Interested in learning how our services can improve you buyer journey? Contact us to learn more about what Strata can do for you.
How to increase the effectiveness of your next dimensional mail campaign
In the world of direct mail marketing, dimensional mail has become the unrivaled king.
A well strategized and executed dimensional mail campaign has the ability to yield consistently high ROI and for your money — figuratively and literally — there’s almost nothing better.
There’s one exception — dimensional mail including a promotional item.
Sure, including a promotional item in your next dimensional mail campaign will be an additional investment, but it’s an investment worthy of your careful consideration.
If you’re like many, you may be having trouble choosing the right promotional item for your next dimensional mail campaign.
Where plenty of marketing is purely data-driven, selecting a promotional item is as much an art as it is a science. The best promotional items not only demonstrate your thoughtfulness, but also showcase your ability to understand your recipients.
We’ve got you covered. Here are our four criteria for picking the perfect promotional Item.
1. Is it Useful?
Make sure your promotional item is genuinely useful.
You have an intimate knowledge of your audience, and when it comes to selecting a promotional item, that’s an invaluable asset. Use it to choose an item that won’t just become clutter.
Remember: A frequently used promotional item will make your business an equally frequent thought.
2. Is it Personal?
Many direct marketing efforts are based on a macro approach — cast a wide net and see what hits. Dimensional mail typically takes a micro approach to marketing, and its primary strength comes from intense personalization.
Skip the generic and use your market research. Don’t be afraid to go niche when choosing promotional items for a highly segmented audience.
3. Is it Shareable?
When people hear “sharable” we immediately jump to other words like “viral”, but in this case, we’re not talking about social media — we’re talking on a significantly smaller, but perhaps more meaningful scale.
A good promotional item may make its rounds within the office, as well as between friends and family. This not only gives you the chance to make an impression on your recipients, but their circles as well.
Given the types of people generally targeted in high-value dimensional mail campaigns — think B2B buyers and executive teams — this word of mouth marketing could manifest itself in surprisingly big ways.
4. Can it be Shipped Easily?
This is perhaps the most obvious point on our checklist, so we’ll spare you most of the details, just make sure whatever promotional item you choose is light, not oversized, and isn’t a perishable food item. That said, if you’re willing to invest in extra shipping costs, have at it.
The good news is this: Choosing the right promotional item isn’t that difficult. If you’ve made it this far into a dimensional mail campaign, chances are your audience is already highly segmented. Couple that with our four-point checklist and choosing the perfect promotional item couldn’t be easier.
Want to know more about dimensional mail campaigns and other direct mail best practices? Contact us to learn more.
Effective direct mail means creating a unique user experience.
We’re getting used to being impressed, and not just by a superior product — we’re getting used to being impressed in the ways we’re made aware of that product.
Traditional direct mail is still important — it’s a good way to send follow up mail, surveys, and cover large areas for direct marketing campaigns — but when it comes to selling high-end products and services (particularly in the B2B sphere) traditional direct mail just isn’t as effective as it used to be.
That’s the bad news.
The good news is that there’s a solution to the direct mail rut we may find ourselves in, and that’s the User Experience (UX) Mailer.
What is a UX Mailer?
A UX Mailer is any sort of direct mail marketing effort that sells to a target audience, but does so in a genuinely engaging way focusing on the end user experience.
UX Mailers include pitch-related gifts, tools for viewing the mailer’s content, special die cuts, or a unique response vehicle. Many UX Mailers fit into the category of dimensional mail, but there are plenty of options for 2D UX Mailers.
Some examples of UX Mailers include:
- A dimensional mailer with a small LED screen that plays a video upon opening
- A “scratch-off” style mailer, where the user reveals QR codes leading to discounted promotions
- A flat mailer with a QR code and fold-out cardboard VR headset meant to hold a user’s phone for a first-person product tour
- A dimensional mailer containing a set of quality headphones to play an audio message, which can then be used with the recipient’s other devices
How to Use UX Mailers
UX Mailers are powerful tools when used correctly. Given the fact that UX Mailers typically require a fairly significant initial investment (more on this in the next section), you’ll want to make sure that your UX Mailer campaign is run as effectively as possible.
In general, best practices generally dictate that UX Mailer campaigns should target a significantly smaller audience than your average direct marketing campaign. This means that your company should focus its efforts on only the highest value prospects and convertible leads. So how small should your target audience be? It depends.
Even large companies employing a UX Mailer campaign frequently limit their target audience to less than 100 prospects, particularly if the UX Mailer is expensive. In more extreme examples, with the right information and projected success of conversion, some UX Mailer campaigns cross over the threshold into the mythical domain of 1-1 direct marketing, focusing all efforts to engage a single target.
On the flip side, there are times where a UX Mailer can be inexpensive enough to broaden the scope of your campaign, focusing on a more traditional direct mail audience. While you’ll always likely pay more for a UX Mailer campaign, there are many options that won’t increase cost prohibitively. For instance, a UX Mailer campaign with special die cuts may cost more to set up initially, but has little-to-no additional cost per-piece, making it a great option to run a larger campaign.
Investment and Return
You knew this was coming: UX Mailers are often a significant investment.
Of course, they’re only as expensive as you choose to make them — there are companies that put actual iPads in their UX Mailers and there are companies that rely on things like QR codes to keep cost down.
The reality is most campaigns fall somewhere in the middle.
For example, a company recently ran a customer appreciation UX Mailer campaign including a Tile key fob. The fobs were sourced in bulk, keeping the cost down to $8 per piece, with the campaign reaching 152 customers.
UX Mailers are an investment, and just like any other investment, their cost should be contextualized in the scope of projected return. With some industry data pointing to dimensional UX Mailers being opened nearly 100% of the time, our experience is that around 19% of UX Mailers result in response.
There’s virtually no other method of outreach with comparable engagement, making UX Mailers a worthwhile investment.
Why You Should Use the UX Mailer
As we’ve touched on, UX Mailers have a distinct set of advantages that boil down to two main points: they have incredibly high rates of engagement and can be tailored to fit most budgets.
Although they are an investment, UX Mailers are undeniably effective, particularly in the B2B sphere. With most B2B deals resulting in $10,000 to $250,000 gross return, the juice is well worth the squeeze.
Are you ready to put your best foot forward with a smart UX Mailer campaign? Visit us at gostrata.com to see what Strata can do for you.
From Long Sales Cycles to Fostering Loyalty, Dimensional Mail Often Works Best
There is a large number of incredible digital opportunities— automated emails, direct correspondence, pop-up ads, video ads. Yet, there’s a challenge in the overabundance of digital competition.
What do you do when the hottest marketing platform the world has ever known — the internet — presents such a substantial challenge?
A smart and savvy solution is to invest more heavily in physical direct marketing and pair it with your digital efforts. Despite the decades-long digital obsession of the marketing world, tactile and experience-rich direct marketing is continuing to succeed where its purely digital counterpart falters.
There’s a reason most industries — from global technology companies and Ivy League Universities to retail stores and your local pizza shop — run direct mail campaigns as crucial parts of their marketing initiatives.
Here are four reasons why:
Some people refer to it as e-fatigue. Some people have labeled it digital burnout.
While the Internet is an ultra-valuable asset to every flourishing business, it can also be a significant challenge, like when we see too many digital ads. This competition can tire us, resulting in us paying less attention.
In fact, a relatively well-known Microsoft study suggested that between the year 2000 and 2015, our attention span had dropped from 8 to 12 seconds on average.
The challenge with digital isn’t just digital; it’s digital distraction — there are simply too many options immediately available to your audience to compete with.
We can use the idea of a teacher and tutor as an analogy for digital vs physical marketing.
Mass-scale digital marketing is like a teacher trying to educate a large, loud, distracted classroom — he or she may get a few words to especially attentive ears, but most of the students are so distracted by their environment, they’ll likely walk away with nothing.
Physical direct marketing, on the other hand, is more like a tutor that comes to your home, spends one-on-one time with you in an environment with far fewer distractions, and gets you acquainted with the material on a deep and lasting level.
The analogy extends: you don’t only use a tutor, you use a tutor to supplement the teacher — use both digital and physical for best results.
Long Sales Cycles
A place where high-impact physical direct marketing thrives, particularly when digital marketing is used as supplementary technique, is within long sales cycles.
Where digital may be a great way to begin creating brand awareness and invaluable in the consumer learning experience, it can be difficult to close the deal via digital platforms alone.
There are a few contributing factors here. For one, even personalized digital campaigns can lack the personal touch required to build trust and consumer confidence. Rarely does digital alone suffice to propel your audience into the final stages of the sales cycle. Another shortcoming of a purely digital strategy lies in the aforementioned competition for attention online, particularly in the case of social media.
Powerful tactile experiences, especially those delivered in the form of high-value direct mail such as dimensional mailers, can get you over these hurdles by conveying personal interest in your audience. They also keep your product at the forefront of consumer consciousness by entering avenues that competing products may sometimes neglect, i.e. entering their physical realm via the mailbox.
In a long sales cycle, these traits specific to physical direct marketing are invaluable.
Brand loyalty is one of the most challenging aspects of modern-day business. With so much competition, it’s important not only to build a connection with your consumer, but to foster the development of that relationship in unique and thoughtful ways.
One of the best ways to build brand loyalty is through physical direct marketing efforts. This is particularly true when it comes to promotional items delivered via dimensional direct mail. We’ve touched on this before: a dimensional mailer consists of direct marketing materials that come in a box or another, 3-dimensional vehicle.
Not only do these tactile direct marketing experiences – through their dimensional presence – have the power to cut through the static, but they also have the ability to offer unique gifts or other promotional items. For instance, a “thank you” campaign sent out to valued customers can include everything from key chains and water bottles all the way to tablets and other high-end electronic accessories.
This kind of thoughtfulness and unique mailer does something that digital struggles to — it builds a real connection between brand and consumer. It speaks to a brand who truly values a customer and their business.
Influencing Silent Decision Makers
With virtually limitless information so readily available on the internet, more and more buyers have become silent decision makers. This means that most buyers aren’t reaching out to businesses to learn more about their products, instead relying on user reviews and independent research to form their opinions.
Physical direct marketing once again shines here, giving your brand the opportunity to stand apart and reach silent decision makers via a less competitive channel. If you can separate yourselves via physical direct marketing and convert that into an additional opportunity to make your case, you stand a good chance of making a lasting impression.
When it’s time for the silent buyer to pull the trigger, that impression you made with physical direct marketing may make all the difference.
An Invaluable Tool
With physical, experience-rich direct marketing’s ability to bypass digital channel overload, it’s no wonder why marketers consider it an invaluable tool. It possesses a unique ability to retain consumer focus through long sales cycles, building brand loyalty and influencing silent decision makers.
Are you working on a new product launch, looking to close a stalled deal, or simply want to strengthen existing customer relationships? Contact us to learn about our innovative approach to capturing mindshare, enhancing loyalty, and driving more high-qualified leads to the pipeline.
Get the Right Analytics at the Right Time for More Dynamic, Successful Campaigns
When is it time to measure your new mover campaign’s performance – when it’s over? With a multichannel campaign, of course it’s essential to keep track of the many moving parts. But what if you could do even more? A campaign dashboard should give you a detailed, up-to-the-minute view of your campaign’s performance – so you can course correct as necessary, improve cost effectiveness, and leverage successes immediately.
Feedback – Now
New residents make decisions quickly, and you’re delivering a lot of information in a brief period. Give your direct marketing campaign the best chances of achieving optimal response. A campaign dashboard worthy of your marketing strategy should give you feedback in real time. This offers two enormous advantages:
- Course Correction
If something isn’t working, you can recover quickly rather than learning only from hindsight. If you initially ran four or five different digital ads, but your dashboard is showing that engagement is coming mainly from just one or two of those, there’s your opportunity to pull the ones that aren’t working and double down on those that are.
- See What’s Working and Do More of That
If your campaign is getting response from segments you didn’t anticipate, you can adjust to focus more attention on them. Let’s say you expected to receive responses from an even demographic distribution seeking a primary care physician, but your dashboard shows a surge in responses from women ages 24 to 34 looking for pediatrics. You can adjust your campaign to home in on those people and start building affinity even sooner.
A robust campaign dashboard will give you more than an overview – more than clickthrough rates or total of BRCs received. We now have the technology to quickly parse data to break down responses by age bracket, gender, income screen, neighborhood, and other demographic segments. You can also look at responses according to their interest in your products and services, whether you’re offering office supplies or ongoing healthcare.
In addition, you can learn a lot about which aspects of your campaign are working well. For instance, compare traditional business reply cards with electronic response. (Side note: Traditional BRCs are still highly effective in healthcare, where 69 percent of new-mover responses come through this medium.) Did Jane Smith access your website with the personalized URL on your direct mailer? Is your banner ad getting more clickthroughs than your display ad? All of this should be at your fingertips so that it informs not only your current campaign but future campaigns as well.
Consumers expect personalized service and relevant communications. To offer that you have to know, as soon as possible and in as much detail as possible, who’s engaging with your campaign and how. The sooner you get to know your market, the sooner you can convert prospective buyers into loyal customers.
SmartMove’s personalized campaign dashboard gives you a window into your new mover campaign. Contact us to learn more.
Tips to Make Your Direct Mailer Successful
Great direct marketing is a mixture of utilizing time tested technique, adapting to new market trends and consistent creative excellence.
That’s no small order.
The fact is, the road to great direct marketing can be anything but direct, and while your team may experience the occasional misstep, here are 6 direct marketing mistakes you don’t have to make.
- Using Bad Outreach Data
There’s no better way to shoot yourself in the foot than working with a bad list of corrupted data.In fact, the Harvard Business Review recently found that bad data costs US business around 3 trillion dollars each year.Most data needs some cleaning up upon acquisition, and basic data hygiene and maintenance is important, but there’s a difference between cleaning up good data and diverting excessive resources to salvage a bad list.Here are some indicators your team may be working with bad data.
- Failing to Consistently and Quickly Change
Change is a good thing and the only constant in any thriving industry. Direct marketing—particularly direct mail marketing—has seen a lot of change over the years.As new mediums have come to rise (like specified social media direct marketing) and time-tested mediums have been adapted to better perform (like direct mail offerings in the form of dimensional mailers), many direct marketing campaigns have achieved success by adopting the latest in techniques.Keeping up with sites like MarketingWeek.com or TargetMarketingMag.com (here are their dominate direct marketing trends for 2018) can keep you in the loop when it comes to new trends taking over the direct marketing world and identifying those on the horizon (here’s a link to our own blog, consistently updated with more original content).Remember: new tech means increased efficiency, even for traditional methods of marketing many mistakenly believe tech will render obsolete. Here’s a great article by Forbes on how tech is changing traditional direct mail for the better.
- No Call to Action
It’s shocking, but it’s something even otherwise great direct marketing pieces occasionally fail to include: a clearly defined call to action.A CTA that catches the eye and does its job of provoking an immediate response is one of the most powerful direct mail marketing tools you can employ, particularly when it comes to digital direct marketing and the ability to bring users from an outreach email to your website.Many campaigns use their CTA as a sort of mission statement or slogan. Here are seven of the best. Make sure your campaign includes a clear CTA in each of your direct marketing efforts—it may be the key to turning your direct marketing efforts into responses and conversions.
- Bad Design Elements
Good design can be the difference between direct marketing that is considered or direct marketing that is ignored. This is particularly true for direct mail campaigns—unlike digital direct marketing (where the opportunities to effortless link other related content are endless), direct mail has to stand on its own.First and foremost, your direct marketing has to be visually interesting and easy to read. When it comes to content, consider the size, color and fonts you choose very carefully.While the majority of your designers’ effort may go into a direct mail brochure or nailing the layout of your newsletter, the vehicle in which is arrives should be considered. For instance, oversized envelopes have the highest household response rates at 6.6%, per the 2017 Data and Marketing Association Response Report.Looking for a place to get started? Entrepreneur discusses some of the most popular ways to package and format your direct mail here.
- Forgoing personalization
Some campaigns fail to invest in the means to personalize their direct marketing, even when sources like the Wharton School of Business report that 85% of marketers notice increased response through personalization.In the digital and direct mail world, personalization means using data to provide prospective customers with a truly individual direct marketing experience via data driven marketing. Personalization can mean different things for different direct marketing campaigns, but including efforts to personalize is considered good practice across the board.Even if it’s something as small as including a prospective customers name in the design of your marketing materials, it’s simply worth doing.
- Saving the Best for Last
When your team is choosing how to best present the benefits of a product or service to prospective customers via direct marketing outreach, it may be tempting to bring it all home by saving the best benefits and ad copy for last.When pitching via direct marketing, your best writing on the best benefits should always be up front, capitalizing on the limited window in which your audience will decide whether or not your outreach is worth their time.Don’t save the best for last, we didn’t.
Planning a direct marketing campaign and don’t know where to start? From mailers to cutting edge digital solutions, see what Strata’s 25 years of print and marketing excellence can do for you.
How PURLs Can Help You Track Your Customer’s Journey
The use of personalized URLs (PURLs) took root about a decade ago. Despite evidence that they can increase campaign effectiveness, PURLs remain an underutilized tactic in direct marketing.
On the other hand, marketers who use PURLs successfully know they can be an important component of a comprehensive multichannel strategy. PURLs offer both front-end (recipient experience) and back-end (tracking and evaluation) benefits.
So What Exactly Are PURLs, and Why Use Them?
PURLs involve creating unique web addresses – most typically, incorporating a direct marketing target’s name into the URL. They are ideal for any sort of direct mailer, particularly new mover and box mailer campaigns, as well as email campaigns.
From a recipient experience standpoint, personalized URLs can capture attention and serve to build a better personal connection. Because they include the recipient’s name, they instantly stand out and are more memorable, which can lead to increased page visits.
But their value in terms of back-end tracking and as a lead-nurturing tool are what really make PURLs a valuable touch in outbound marketing campaigns.
The Power of PURLs, from Tracking to Lead Nurturing
Industry experts agree that you can’t depend on the use of PURLs alone to significantly lift response – that is, marketers should not expect that they can simply include a PURL on a direct mailer and then sit back and wait for sales to stream in.
See Who’s Responding … And Who Isn’t
Rather, using personal URLs can supercharge your ability to conduct highly personalized, one-to-one lead nurturing. Using PURLs gives marketers the power to precisely track responses to each unique URL. The added value is the ability to track hits at an individual level – thus, you gain abandonment metrics at the user level in cases where prospects do not complete the online form.
Achieve Conversion with Tailored Follow-Up
Previously, when PURL technology was in its infancy, lead tracking involved little more than generating an Excel document. Now, online capabilities (e.g., dashboards) give marketers instant views of who is visiting their landing page, and who is not, allowing for execution of strategic follow-up.
For example, prospects who have visited their personalized landing page but have not yet completed the call to action (CTA) can be nurtured with specific outreach (e.g., an email drip campaign; a phone call; even a follow-up direct mail piece) to bring them closer to conversion. Marketing automation can help at this stage – for example, by triggering an email alert when a prospect visits a PURL or completes a CTA.
The Advantages of Working with a Data and Technology-driven Marketing Firm
While incorporating personalized URLs into a campaign isn’t difficult, the process does involve some technical steps that may cause many marketers to hesitate. Working with a specialized direct marketing agency with the in-house technology and expertise to create a PURL campaign not only saves time, but also helps ensure correct execution of these steps so that PURLs will render correctly.
Going this route allows marketers to simply hand over a list, and rely on the agency to build landing pages, generate PURLs using specialized software, and handle tracking and analytics.
Strata Company, a Greater Philadelphia area marketing and technology firm, specializes in creative multichannel approaches, including PURLs, that drive lead generation and conversion. With a focus on relevance and personalization, our data-driven programs consistently return higher-than-average results.
Email Marketing Tips to Nurture and Engage New Movers in Your Area
Automated email workflow campaigns, when used as a component of new mover marketing, have the potential to accelerate new-patient engagement. In fact, according to online publisher MediaPost, healthcare email drip campaigns may result in triple the engagement as compared to a traditional email blast.
What are some characteristics of an effective segmented email campaign for new movers?
- Responsive to health needs, interests and preferences expressed via direct response vehicles such as direct mail or landing pages (PURLs).
- Delivered at key points in the new mover’s quest for healthcare, beginning with a kick-off email sent immediately after opt-in is received.
- Adjusted over time with insight from tracked responses.
Here are five strategies to nurture patient relationships through segmented email.
- Demonstrate You’re Tuned in To Needs and Interest
You’ve sent a series of “Welcome” mailers introducing your healthcare organization. Now the responses have started flowing in, and you can begin segmenting your email lists according to areas of interest expressed in BRCs and eBRCs (typically in the form of personalized landing pages).The first communication must signal to recipients that future emails will be relevant and therefore of value. Segment respondents by relevant demographics and health interests, needs and conditions. Make a plan to develop tailored content. Create personas to guide copywriting of your segmented emails.
- Share Information on Available Health and Education Resources
This can include relevant health education seminars, blog posts, newsletter articles, health tools and resources on your website. Include a short, personal message, and direct email recipients to links to the full content, or to sign-up forms in the case of educational programs.
- Promote Hospital Events
Help new movers feel connected to your organization with personal invitations delivered to their inboxes. Health fairs, physician meet-and-greets, hospital foundation events, community events the hospital is sponsoring… promote these and any other events to the appropriate audience segment, and make newcomers feel like they’re part of the community fabric.
- Build Physician Affinity
Show that your physicians are accessible by making it easy for new patients to get physician information, schedule appointments and obtain referrals. For example, perhaps you have a category of respondents who express interest in finding a primary care physician close to home. Send an email with nearby physician office locations, hours and contact information, and the option to schedule an appointment.
Develop emails spotlighting physicians in service lines relevant to the patient subset. If physicians author blogs, highlight that fact and link out to them. These steps can all help build trust and affinity for your physician staff.
- Service Line Promotions
Again, relevance is key. For example, develop an email that highlights your cardiovascular program for senior respondents; an email with information on pediatrics for young families.
Do they have extensive healthcare needs right now – e.g., have they been newly diagnosed with a condition? Interested in intensive services like bariatrics? Seeking prenatal care? Develop email content tailored to service lines and the point of a patient’s journey with them.
Unlock the Potential of New Mover Marketing
Strata Company, a Greater Philadelphia area marketing services and technology solutions company, has 25 years of experience creating and managing multi-channel new mover marketing campaigns. Our SmartMove program utilizes the combined power of physical and digital touchpoints so you can quickly reach the right audience and keep them engaged with your brand. Contact us to learn more.
Helpful Tips to Make Your Box Mailer Stand Out
Box mailers (also commonly referred to as box mailers or 3D mailers) can command high direct marketing response rates. With their bulk and size, they rise to the top of the mail pile.
Due to their nature, however, box mailers also come with a higher price tag. They’re typically used for efforts such as:
- Small mailings to targets with decision-making power
- Follow-up on “hot” leads and priority prospects
- Converting prospects where a notable return can be expected
When executed correctly, three-dimensional mailers can communicate that your company – like the mailer itself – stands out and offers real value.
- Be Savvy to Boost ROI
- Consider streamlining dimensions
- The larger the mailer, the more expensive it will be.
- Even a small bulky item will accomplish the mission of standing out, so going big might not up the impact enough to justify the extra cost.
- Select a vendor who can guide you on mailing options.
- Your print vendor should be able to advise you on batch size and package dimensions for optimal postal rates.
- Select your Premium Item Carefully
- Consider audience demographics, including age, gender, and industry. What’s something they’ll actually use?
- The item also should make sense within the context of the mailing, aligning with message, creative direction and end goals of your campaign.
- Brand the item with your company’s logo and website.
- Take it a step further and personalize it with the recipient’s name for extra staying power.
- Design and Message
- Plan ahead so that your copy and design will work cohesively on the multiple pieces of your mailer. A three-dimensional mailer will typically include:
- An outer box
- Inside packaging
- Any labels and/or outer sleeves used
- Area around the premium item
- Any inserts included, such as a postcard or business card
- Work closely with your printer to ensure you have the correct dimensions for design purposes.
- Go for minimal copy. Be personal – aim to tap into emotion, and connect with your targets.
- Include a strong CTA.
- Maybe it’s an offer you want them to take advantage of: a free consultation or trial. Or sign-up for an event or a mailing list.
- Drive leads to a landing page, where you can track response.
- Send recipients subsequent emails or direct mailings to follow up.
Plymouth Meeting, PA-based Strata Company specializes in helping companies create more relevant, personalized marketing. A leader in direct mail marketing for nearly two decades, Strata has experience helping businesses create highly targeted multichannel marketing campaigns. Contact us to learn more.