Triggered Direct Mail Gets Results for Marketers
Marketing managers are always looking for unique ways to capture the attention of increasingly distracted audiences. Rather than taking a passive approach to capturing attention, marketers are taking a targeted approach to direct marketing.
By Shelley Sweeney, vice president and general manager, Service Bureau/Direct Marketing
Marketing managers are always looking for unique ways to capture the attention of increasingly distracted audiences. Rather than taking a passive approach to capturing attention, marketers are taking a targeted approach to direct marketing. They’re looking to leverage insights from customer data to create more powerful and impactful messages that ultimately drive increased sales.
Enter triggered direct mail.
With triggered direct mail, marketers can use indicating events to identify the right opportunity to draw the attention of highly qualified prospects to a product or service with the goal of capturing customers at the peak of their purchasing probability. The type of message being sent to a customer is based on their previous actions, behaviors or events.
For example, when a customer takes the action to visit a cruise website it could trigger a high-end postcard offer. When a bank customer’s loan balance reaches a certain level that event could trigger a letter offering re-financing. Or, when a loyalty club member becomes inactive after a certain number of days, that individual could get a reminder mailer encouraging them to use existing points, potentially sweetened by an enticing offer. Additional triggers include content downloads, page visits, seasonal behaviors, call center queries, product demonstrations and more.
While direct mail can often be overlooked in the digital age, triggered direct mail is a unique opportunity to combine data insights with the power of print to reach an audience at the ideal time. With help from the right solution providers, triggered direct mail can be delivered quickly, within 24 to 48 hours of the initiating event.
Triggered direct mail can also be flexible. The trigger itself can be customized based both on the needs of a business as well as the data a company is able to track and analyze. With an understanding of the type of data a company tracks, an intentional, strategic communication workflow can be built to drive a specific action.
With integrated solutions like XMPie software and Xerox’s inkjet technology, print providers can empower marketers to make the most of their data by bringing analytics, campaign management and automation together with high-quality, on-demand variable printing to deliver personalized communications across print and digital touchpoints.
Learn more by stopping by Xerox booth #1621 at Print 2018!
