STRATEGY #418: Interactive Direct Mail

To help boost communications ROI, more marketers are employing interactive direct mail productions to focus on lead generation and improve customer relationships. But in migrating from traditional print direct mail to digital, there are some key points to keep in mind.

 
IDM Top 10

1. Don’t view interactive direct mail pieces simply as postcards in digital form. View them rather as ultra-targeted "websites" that can be delivered straight into a prospect's hands. 
2. Use digital tools correctly. Audio and video are great ways to enhance your message. But if overdone, they can also distract or even leave a negative impression. 
3. The first step should always be a thorough audit of your target audience.
4. Since your prospect has greater navigational control over the digital experience compared to print, make sure both the content and structure of your message are as relevant to the recipient as possible.
5. Consider the implications of the deliverables. CD, DVD, USB drive—which format is most compatible with your message and preferred by your prospect?
6. Invest in great packaging that is truly unique and features a very compelling call to action.
7. Don’t forget to budget testing of alternate designs and verbiage to optimize strategy.
8. Employ campaign metrics—digital productions can be built to capture detailed data, helping you to identify which calls to action and packaging were most effective.
9. Streamline lead capture—build in formats that enable interfacing with your CRM system. 
10. Use the captured data to refine strategy and empower the sales team with better qualified leads. 

Take the plunge. Invest your interactive direct mail with a two-way flow of information. You’ll be pleased with the optimization potential for your message development, audience segmentation and sales lead qualification. Not to mention your communications ROI!