There has been much debate over the benefits and ROI associated with launching a direct mail campaign versus internet marketing (see every marketing publication). Almost always, however, printing and launching a direct mail has more cost. But sometimes, we have to look not at what something costs, but at what something does.
And what print does is drive deeper connection with customers and prospects through the concept of hyper-personalization.
There is personalized: Putting variable data in salutation lines.
Then there is hyper-personalized:
Putting directions from your prospects house to your location with a personalized coupon attached.
Including a PURL on a direct mail piece that takes the prospect to a prefilled application online with all of their information.
With hyper-personalization, you are making the decision making process easier for your customer or prospect. With immediate and relevant information in hand, there is more chance that they would visit your location and make a purchase or commit to your services. Add in a highly dimensional printed piece that ties it all together and your audience will more than likely be more stimulated with this messaging than messaging they see on Google ads.
So, before you decide to stop all efforts of marketing using direct mail, remember that consumers are responding more to messages that are tailored specifically with them in mind.
Have you sent out any hyper-personalized direct mail campaigns? If so, was it successful?