Trigger Direct Mail Marketing

Direct mail marketing messages are more credible, easier to process, and persuasive as compared to digital. Customers not only enjoy receiving direct mail materials but retain them for weeks. Marketers are increasingly investing in postcard marketing and letter marketing to generate leads, boost brand loyalty, and increase sales.

While direct mail marketing generates a higher response rate as compared to other marketing channels, you can drive sales conversions further with triggered direct mail.

What is triggered direct mail?

Trigger-based marketing is an integrated marketing approach where marketers use data related to their customers' behavior online to engage them offline. A 'trigger' refers to events -such as the specific action or behavior of your prospects or a change in demographics. While triggers are typically associated with online activity, technological advances have made it possible to set triggers for offline behaviors as well.

Online behavioral triggers are when someone

• visits a landing page or a specific page on your website
• clicks a link provided in your email
• visits your website and leaves
• adds items to their shopping cart and abandons the cart
• completes a form on your site
• Signs up for a newsletter or discount offer
• downloads an app or document
• subscription lapses

Demographic triggers refer to change in the status of demographics such as a large group of the population turning older, getting married, or having a child. Other examples include changes in income level or credit scores.

Offline triggers

• Making a purchase in your physical store
• New movers to a certain location
• Insurance policy expiration
• Buying a new home
• Buying a new car
• Installing a pool
• Medical treatment or surgery

Personalizing your direct mail marketing with triggers

Close to 70 percent of U.S. customers believe direct mail is more intimate and personal than digital ads. Personalizing your direct mail marketing helps optimize customer engagement, response rates, and lead conversion.

Trigger-based mailings offer diverse applications for all types of businesses across industries. Healthcare professionals such as physicians or dentists, for instance, can utilize trigger-based mail campaigns to remind their patients to schedule their check-ups. Home or pool service companies can remind customers to get their pool cleaned before the summer or tune-up their HVAC systems in winters.

When someone makes a purchase in your brick-and-mortar store, you can express your gratitude by sending a 'thank you' postcard or letter. You can also reward your loyal online or offline customers with an exclusive offer, coupon or discount sent via direct mail.

Leverage new movers trigger to send an attractive catalog of your products or services or utilize the data on credit scores to offer mortgage or insurance products.

Triggered direct-mail marketing can be combined with automated email marketing to efficiently engage with existing leads and customers, as well as prospects. Triggers are a great way to personalize your campaign and reach out to those who have a purchase intent, shown interest, or are most likely to be interested in your offerings. The key to acing your triggered direct mail marketing campaign is to set the right triggers based on your business objectives and utilizing accurate data on customer personas and their purchase and demographic data.

Contact Mail King USA today to discuss options and create your trigger mail campaign. Get a direct mail quote or simply give us a call at (916) 296-0545