7 Examples of Effective B2C Direct Mail Optimisation Techniques

Mar 8, 2018 | News


When looking for inspiration and ideas it’s great to be unique and innovative and create a campaign strategy, which no other business has ever created before. Sadly, this isn’t always possible and therefore it’s ideal to seek inspiration from the work of others. With this in mind, we bring you seven fine examples of how to optimise B2C direct mail campaigns which will really engage with recipients.

1)    Special dates marketing

The more data you store about each consumer the higher the chance there is of them taking your required actions from direct mail marketing.

A classic opportunity exists to direct mail market to their special dates. There are various dates which will be important to them throughout the year. These include birthdays (their own and relative’s birthdays), anniversaries and any other dates of special significance (e.g. date they joined your service).

A variety of formats can be used from the cheaper postcard format through to parcels with free gifts as well as polywrapped items. Timing is the key with the mailing arrived either exactly on or just before the special date. Consumers will appreciate a business remembering this occasion and will be much more likely to take action as a result.

2)    Thematic / event direct mail marketing

Again, date related but of a non-personal nature are themes and events, which arise throughout the year. Seasonal examples include Christmas and Easter where themed campaigns can be mailed. Seasons can be marketed to, so spring provokes thoughts of cleaning, whereas summer provoked holidays.

Businesses can also effectively mail on a B2C basis for their own events, e.g. January sale, Black Friday discounts, new product or service launches, new store openings, etc. Imagination is the challenge and thinking of events, which will stimulate the recipient to want to take action.

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3)    Renewal and subscriptions direct mail marketing

There is nothing quite like “repeat business”. It’s obviously much easier to re-sell to an existing customer than to a new customer (provided the customer has had a positive experience of course!).

Through data awareness, a mailing can be created which automatically mails out the consumer at the appropriate time for renewal and subscription type products and services. This type of mailing suits applications such as insurance, membership renewals, product warranty renewals, website access renewal (e.g. where a website requires a fee to use content, etc.)

4)    Free products, promotions and discounts

Provoking a response or an action is a main objective of a B2C direct mail campaign. Consumers love to feel “well treated” and cared for, the feeling of receiving value is universally appreciated by all.

Therefore, including free product samples, coupons, vouchers, discount codes, etc. are all proven and tried/tested methods within direct mail campaigns. Wherever used the recipient should be clear of the action required, especially if there is an expiry date for actions.

5)    Optimising the envelope

An often-undervalued aspect of any mailing is the envelope. It’s the first part of an envelope format mailing which the consumer will see and therefore needs as much optimisation as possible. The objective is always to get the recipient to open the envelope so add some intrigue and give them reasons to open the envelope now!

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6)    Stimulate the recipient’s senses

Always try to stimulate the recipient as much as is possible. Direct mail campaigns tend to be targeted towards sight (for obvious reasons). Also, though think of other senses such as touch and smell, which can easily be added to a campaign.

For example, materials with different surface textures could be used to add a little variety in the mailing. Fragrances could be added to the enclosures to add “something a little different”, the fragrance used can vary according to the type of market the business operates in.

7)    E-commerce remarketing

For businesses with an e-commerce website there is a substantial opportunity to remarket using system generated data.

An obvious example is repeat purchases, if they have purchased a type of coffee before then why not mail them with an offer to buy again? Similarly, a consumer may appreciate a mailing for a related product or accessory, a good example might be mailing a protective case for a previous technology product purchased.

Another opportunity is in the area of remarketing, this is particularly an opportunity for abandoned shopping carts. When using a site, a consumer may add products to the cart and never complete the transaction. Why not then mail the customer with an offer to remind them and complete the transaction? This works similarly for products viewed but not purchased, a mailing could be sent for these items including variable images of the specific products they viewed.

Create your own B2C direct mail case study now!

We are sure you will agree that the above represent some great optimisation techniques for the effective implementation of B2C direct mail. Create your own success stories with bakergoodchild – the B2C Mailing house specialists. Contact us on 0800 612 1972, via the email address on our site or via our contact page. It would be great to publish your future success story in a future blog article.

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