营销在线商店时, 企业主经常转向数字渠道, 像社交媒体或电子邮件营销. 出奇, 一些被认为过时的营销技术可能与数字营销方法一样有效.
鉴于当今数字广告的过度饱和特性, 企业主需要探索营销其产品和服务的新方法……或者不是那么新. 这就是我们邀请 David Fink 的原因 邮政 做客我们的播客并讨论直邮营销的可能性.
营销直邮
Marketing is an omnichannel game. 当您使用不同的频道时, 它可以帮助您更可预测、更有信心地发展您的业务.
Postie 是直邮空间的渠道管理技术平台. 将其视为直邮营销活动的 Facebook 广告管理器.
Postie 的创始人移植过来 20 多年的在线广告服务和营销自动化知识. 他们建立了一个平台，允许广告商以与数字广告渠道相同的复杂自动化方式参与直邮渠道.
使用直邮定位
EDDM, 或每门直邮, 是一种通过邮件以非常非个性化的方式联系个人的廉价方式, 非靶向方式. 然而, 根据您的受众群体进行定位和个性化设置以获得更好的性能, 即使花费更多.
在数字广告中, 智能定位改变了游戏规则. 虽然您可能需要比平时多花一点钱, 智能定位使用细分和预测数学根据以前的客户创建目标人群, 或相似的观众. 这消除了向不感兴趣的各方发送广告所造成的大量浪费. Smart targeting can also help you understand who you’re engaging. Postie brings those game-changing possibilities to direct mail.
Direct Mail Execution
If you run direct mail with a traditional provider, it can take 60-90 days from the time that you have an idea for a direct mail marketing initiative to when your mail actually reaches potential customers.
Postie makes it possible to execute direct mail marketing initiatives in real-time (or as close to real-time as possible). They do so by using dashboards and software instead of phones and in-person meetings.
Measuring Direct Mail Performance
If you’re allocating a budget to execute a specific strategy that may drive a performance goal, you need to know if it worked so you can improve your marketing strategy moving forward.
If you’re capturing address data at the transaction point through your website, your mobile app, or POS, you can match that data to a person’s mailing addresses, at least during that time period. With Postie, that process can be automated to make it easier to reach interested parties or previous customers.
The Importance of Analyzing Your Audience
Whether you’re a late-stage successful business, or you’re just getting started, you should learn everything you can about your current and prospective customers. The more you can gain insights into the differences that make up those two groups of individuals, the better you understand what resonates with certain groups.
Once you understand that, 那么您就可以开始考虑如何通过您的广告和创意更好地进行交流. 然后您可以开始考虑哪些数据源和媒体渠道可以让您在数据支持的目标受众中接触到更多人.
在剧集中, 我们讨论您可以使用直邮方式来更深入地了解您的受众, 以及将其用于推广您的产品和服务. 收听以了解有关这种经常被忽视的营销形式的更多信息.