Social media and digital campaigns get the lion’s share of marketing attention lately, but direct mail is still quite effective, even in 2022. In fact, sometimes it’s more effective – especially since most marketers are moving away from it. You can stand out more than ever before just by sending a simple postcard.
Maybe 2022 is the year you try out direct mail. Here are a few ideas.
Sure, you can experiment with unusually-sized envelopes and die-cut brochures – those are great ways to get attention. But sometimes it’s better to start with something simple. Like a postcard.
Postcards can be quite effective, especially when they have bright, bold colors, a clean and streamlined design, and a simple marketing message. They’re also easier and more cost-effective to produce and mail.
Include a QR Code or Short Custom URL
The call-to-action is arguably the most important part of a direct mail campaign. Invite readers to respond to your mailer by including an easy-to-scan QR code (or a short, custom URL) that’s dedicated to your campaign.
This will allow you to track the campaign’s effectiveness easily and efficiently. You can also ensure that readers visit a landing page that’s tailored to your campaign – continuing them along in your marketing funnel and improving conversions.
Customize Your Campaigns
Consider designing your campaigns around dates significant to your customers – like their birthday, home-buying anniversary, marriage anniversary or a child’s birthday.
The wholesale insurance industry is built on relationships, so this is especially applicable. Personal dates
can be a great time to remind clients that you’re here and ready to help with their big insurance challenges.
Consider “Lumpy Mail”
Lumpy mail is just what it sounds like – any type of mail that stands out from normal envelopes by being bulky or oddly shaped. While more expensive, it can be appropriate to use when prospecting a new agency client who could potentially be worth a lot of money to you in the long run.
In these instances, sending a FedEx flat envelope with a business card USB, for example, or a slim promo item along with some pitch kit materials, can go a long way in making a lasting impression and helping you stand out from the crowd.
Even in these social media-focused times, direct mail can still generate outstanding results for those in the wholesale insurance industry. Consider getting started with a simple campaign that sends customers to a dedicated landing page to continue the sale. Keep track of your success and watch the results accumulate!
Kristen Nevins, CDMP, has over a decade of experience in marketing and communications. She joined Direct Connection in early 2018 and leads the team with her extensive digital marketing expertise.
For additional information, contact Kristen at firstname.lastname@example.org or 707.410.7254.