Direct Mail

Direct mail is a type of marketing campaign that marketers employ to deliver printed advertisement materials to customers through the postal mail.

With the right audiences targeted correctly, direct mail is a way marketers can stand out in the age of digital ads and overflowing email inboxes. It provides marketers with a physical touchpoint that can make a positive impression on their customers.

Many direct to consumer companies prefer direct mail as they can accurately convey who they are with a tangible form of marketink. Direct mail can successfully stand out in an age of overflowing email inboxes and digital ads with the right physical touchpoints. With this in mind, marketers can use bespoke frameworks to deliver a budget minded direct mail campaign.

Build an audience

A good approach to building audiences for your direct mail campaigns is to put them into categories by current lifecycle status and value tier:

Lifecycle status

High value

Low value

Active

Use this group for most of your direct mail marketing campaigns.

Use this group as part of lookalike audience marketing campaigns.

Use A/B testing to identify the most effective approaches for this group.

Inactive

Use this group as part of retention or reactivation marketing campaigns.

Deprioritize this group.

Use the customer lifecycle status and customer value tier attributes to compare combinations, and then identify the right combination to use with your direct mail campaign.

By value tier

To accurately budget for direct mail campaigns, marketers must determine the amount customers will spend. Use predicted customer lifetime value (pCLV) to group customers into high-value and low-value categories based on their predicted spend in the coming year and then use these groupings to define effective segmentation strategies.

Customer lifetime value (CLV) measures how valuable a customer has been to your company or brand.

Use predicted customer lifetime value (pCLV) to sort customers into the following value tiers:

  1. Platinum: top 1% of customers

  2. Gold: top 1%-5% of customers

  3. Silver: top 5%-10% of customers

  4. Bronze: top 10%-25% of customers

  5. Medium: top 25%-50% of customers

  6. Low: bottom 50% of customers

Use the predicted_customer_value_tier field in the Predicted_CLV_Attributes table to identify high-value customers to be part of your direct mail campaigns. You can access this field directly from the segment editor:

Who are your most valuable customers?

After you select this field you can choose which value tier to use for this audience.

By lifecycle status

Marketers use customer lifecycle status to determine wether a customer is active or inactive and the revenue they generate while being marketed to.

Churn propensity modeling groups customers by their likelihood to purchase and then groups them by status.

  1. Active

  2. Cooling down

  3. At risk

  4. Highly at risk

  5. Lost

Use the predicted_customer_lifecycle_status field in the Predicted_CLV_Attributes table to identify which type of customer lifecycle status will be the focus of your direct mail campaign. You can access this field directly from the segment editor:

Which customers are more likely to churn?

Align to campaign objectives

After you have associated your customers to their lifecycle status and value tier, align the audience to your overall marketing objectives for your direct mail campaign, such as what types of discount preferences, promo codes, or offers you want to use.

After determining which customer groups to market to, apply additional segments to align campaigns with your overall marketing goals. For example, you may want to focus on customers who opted in to receive emails. With the ability to add multiple segments, you can determine which groups are more inclined to make a purchase.

Track campaign performance

To understand how direct mail attribution impacts a multi-channel marketing campaign, marketers need to clarify the difference between the direct mail campaign performance and return on investment. Marketers can track this performance by utilizing the following processes:

  • A matchback is a process where a mail file–associated with a purchase credit–is matched back to untracked sales.

  • A control group is the percentage of an audience who will not receive communications related to a marketing campaign. Use control groups to establish a baseline against which you can measure the success of a campaign over time.

    Tip

    Control groups are sometimes referred to as holdout groups.

  • A single-touch attribution identifies the first and last marketing channels that a customer interacts with.

  • A multi-touch attribution identifies each marketing channel that the customer has interacted while making a purchase.

Send to direct mail channels

Marketers can send audience lists from Amperity to a variety of channels that support direct mail campaigns.

PebblePost

PebblePost offers a full-stack solution that leverages scaled proprietary data, algorithmic optimization, advanced measurement and analytics, along with a print and mail logistics network.

Use direct mail campaigns with PebblePost as part of marketing strategies to acquire and retain customers. Use direct mail campaigns to:

  • Discover, engage, and convert new customers.

  • Upsell, cross-sell, and win back existing customers.

PebblePost has built-in reporting and measurement that can track the outcomes of your direct mail campaigns across points of sale, whether online, in-store, or over the phone.

Ask your DataGrid Operator to enable PebblePost as a destination, and then send queries or campaigns directly to PebblePost from Amperity.

Other channels

Other direct mail channels are available as plugins through popular marketing automation platforms like Adobe Marketo, HubSpot, and Salesforce Marketing Cloud. Send audience lists to the marketing automation platform, and then use a plugin to manage the direct mail campaign.

Plugin

Description

Alyce

Alyce is a personal experience platform that enables marketers to more effectively reach customers using an AI-powered one-on-one gifting approach. Send query results or audience lists to Adobe Marketo, HubSpot, or Salesforce Marketing Cloud, and then use Alyce to manage your direct mail campaign.

Postal.io

Postal.io allows you to manage direct mail campaigns using customizable workflows and automated sends. Send query results or audience lists to Adobe Marketo, HubSpot, or Salesforce Marketing Cloud, and then use Postal.io to manage your direct mail campaign.

Sendoso

Sendoso is a send management platform that uses automated and scaled solutions to help marketers manage effective direct mail campaigns. Send query results or audience lists to Adobe Marketo, HubSpot, or Salesforce Marketing Cloud, and then use Sendoso to manage your direct mail campaign.