In the evolving marketing landscape, omnichannel has been the buzzword lately. Businesses are increasingly focusing on creating seamless, consistent experiences across various digital channels. 

But here's the twist: while digital channels are thriving, there's one channel that often gets overlooked—the timeless charm of direct mail. What's even more exciting is that, with the integration of Act-On and IgnitePOST, direct mail is making a remarkable comeback in your omnichannel arsenal.

What is Direct Mail Marketing? 

Direct Mail Marketing is a targeted marketing strategy that involves sending physical promotional materials, such as postcards, brochures, or handwritten notes, directly to a specific audience through postal services. It aims to engage potential customers through tangible, personalized communication, bridging the gap between digital and physical marketing channels.

Why Use Direct Mail in Your Omnichannel Marketing Strategy?

In the fast-paced digital world, direct mail marketing is experiencing a resurgence, offering unique benefits that make it an essential component of any omnichannel marketing strategy. 

Act-On Software, an enterprise marketing automation solutions provider, uses IgnitePOST to expand its omnichannel marketing capability via direct mail, enabling marketers to reach customers and prospects across both physical and digital channels.

Here’s why integrating direct mail can significantly amplify your marketing efforts and foster deeper customer engagement:

1. Broader audience reach

Direct mail's inclusivity and versatility make it a strategic choice for marketers aiming to broaden their reach. It not only connects with demographics traditionally less targeted by digital campaigns but also offers a unique and engaging experience for those inundated with digital messages. Incorporating direct mail into your marketing strategy ensures your brand not only reaches a broader audience but also leaves a lasting, memorable impact.

The trust that comes with direct mail is another big plus. According to MarketingSherpa, a significant 76% of people trust direct mail when they’re deciding what to buy. That’s a big deal in a world where we often view digital ads with a bit of skepticism. Add to that the Data & Marketing Association’s finding that up to 90% of direct mail gets opened, compared to only 20-30% of emails, and you’ve got a channel that not only reaches more people but also really gets their attention.

2. High Engagement Rate

According to Forbes, 83% of executives believe that failing to improve customer experience poses significant risks to revenue and market share. Direct mail marketing boasts an impressive engagement rate that surpasses many other marketing channels. 

The tangible nature of direct mail plays a pivotal role in this high engagement rate. Recipients can physically hold and interact with the mail piece, forging a stronger emotional connection compared to digital marketing efforts. This tangible interaction also boosts brand recognition and recall.

Furthermore, personalization elevates engagement levels. Direct mail allows tailored messaging and customized offers that align with the recipient's interests and needs, significantly enhancing the chances of a positive response and conversion. Notably, direct mail has a longer lifespan than digital marketing. Recipients often retain the mail piece for future reference, which can translate into repeat business and heightened customer loyalty.

3. Better Personalization

Direct mail marketing offers a highly tailored and personalized experience that outshines other forms of advertising. For businesses, personalization in marketing is essential because it enables them to establish profound connections with their target audience. When customers perceive that a company comprehends their requirements and preferences, they are more inclined to engage with that company and convert into buyers.

The spectrum of personalization options in direct mail marketing is extensive. For instance, businesses can leverage variable data printing to craft unique mailers for each recipient. This technology empowers companies to customize the text, images and even offers based on the recipient's specific interests and prior purchase history.

Another avenue for personalization is segmenting the mailing list according to demographics, purchase history, or other relevant criteria. By sending distinct mailers to different groups, businesses can tailor their messages to cater to the specific needs and preferences of each audience.

Personalization transcends the content of the mailer itself. For instance, businesses can utilize Personalized URLs (PURLs) to direct recipients to a landing page customized exclusively for them. Incorporating the recipient's name or other personal information into the URL fosters a more captivating and personalized experience.

4. Cost-Effective

Direct mail marketing serves as a financially savvy choice for businesses seeking to engage potential customers. Direct mail marketing offers a cost-effective approach to connecting with potential customers, especially when compared to pricier methods like digital ads, television or radio advertising. In fact, the cost per lead in direct mail often proves to be more budget-friendly than other marketing channels.

This cost-efficiency arises from several key factors. Firstly, direct mail allows businesses to precisely target specific demographics. By directing their efforts towards the right audience, businesses can ensure that their marketing resources are wisely allocated to individuals who are genuinely interested in their products or services.

Furthermore, direct mail's cost-effectiveness is underscored by its ability to measure campaign success. By monitoring response rates, businesses gain valuable insights into which campaigns perform best, enabling them to fine-tune their marketing strategies for optimal results.

5. Versatility

Direct mail marketing proves to be an exceedingly versatile strategy suitable for businesses of all sizes and across diverse industries. Its adaptability allows for customization to cater to the unique requirements of various enterprises and can effectively promote an array of products and services.

a) Audience Precision

One of the primary advantages of direct mail marketing lies in its capacity to pinpoint specific target audiences. Businesses can harness demographic data to curate tailored mailing lists, aligning marketing messages with the interests and needs of their audience. This precision significantly enhances the effectiveness of marketing campaigns and contributes to higher conversion rates.

b) Synergy with Other Strategies

Direct mail marketing seamlessly complements other marketing strategies. For instance, businesses can utilize direct mail to introduce a new product or service, followed by email marketing to provide reminders and encourage customer action.

c) Trackability and Measurement

An additional benefit of direct mail marketing is its trackability and measurability. Businesses can monitor response rates from direct mail campaigns, utilizing this data to refine marketing strategies and enhance return on investment (ROI).

d) Brand Establishment and Loyalty

Direct mail marketing serves as a potent tool for building brand awareness and fostering customer loyalty. Consistent mailings help maintain the brand's presence in customers' minds, facilitating the establishment of solid and enduring relationships.

e) Lead Generation and Traffic

Furthermore, direct mail marketing can be instrumental in generating leads and directing traffic to a business's website or physical location. By incorporating compelling calls-to-action in their mailings, businesses can prompt recipients to take action and actively engage with their brand.

6. Precision Targeting

Direct mail marketing empowers businesses to execute highly precise targeting, resulting in enhanced response rates and amplified return on investment (ROI). By customizing messages to suit the intended audience, businesses can optimize the efficacy of their marketing endeavors.

a) Demographic Precision

One of the foremost advantages of direct mail marketing is its capability to pinpoint specific demographics. This encompasses variables such as age, gender, income level, education level, and more. By tailoring messages to cater to the target audience, businesses can significantly elevate the likelihood of eliciting a response.

For instance, a company specializing in luxury goods may opt to direct their efforts towards high-income individuals, whereas a business selling children's toys might choose to target parents with young children. The utilization of demographic targeting ensures that the message resonates with the right audience, maximizing its impact.

b) Geographic Precision

Direct mail marketing also grants businesses the ability to focus on particular geographic regions. This proves particularly advantageous for businesses with localized interests, such as restaurants or retail stores.

By honing in on specific neighborhoods or zip codes, businesses can ensure that their message reaches the intended audience precisely. This tactic proves particularly effective for businesses aiming to promote a new location or a special offer to a localized demographic.

Integrating direct mail into your omnichannel strategy results in a more comprehensive and impactful marketing approach. It’s a powerful tool that synergizes with digital channels, creating unique opportunities for personalized, tangible, and cost-effective customer interactions.

How to Send a Handwritten Note via IgnitePOST 

Sending a handwritten note via IgnitePOST is a seamless process that adds a personal touch to your customer engagement strategy. Here's a step-by-step guide on how to do it:

Step 1: Get an API Key in IgnitePOST

1. Login to your IgnitePOST account.
2. Navigate to Profile > API Keys.

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3. Request a Production API key from IgnitePOST for production use.

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4. Click Create API Key, add a name for the key, and select Generate API Key.

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5. Click Show on the generated key and securely copy the API key.

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Step 2: Create & Get a Template ID in IgnitePOST

1. On the homepage, click Create Letter Template.

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2. Fill in the template details:

• Name: Required.
• Webhook Endpoint: Leave blank unless using a webhook.
• Sender Details: Optional (can be added in the webhook).
• Handwriting Style: Choose a default or specify in the webhook.
• Design: Select a design from IgnitePOST’s library or upload your own.

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3. Click Create.
4. Note the Template ID displayed under the Template Name for later use.

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Step 3: Create a Webhook in Act-On

1. Accessing Webhook Settings:

1. Log into Act-On.
2. Navigate to Settings > Connectors > Custom Integrations > Outgoing Webhooks.

1. Adding a New Endpoint:

1. Click + Add Endpoint in the Endpoints tab.

1. Configuring the Endpoint:

1. Template Method:

1. Select the Transformation template tab.
2. Choose Adaptation for IgnitePOST.
3. Set Endpoint URL to https://dashboard.IgnitePOST.com/api/v1/orders.
4. Ensure automated-program-step.executed is selected under Filter events.
5. Click Create.

1. Blank Method:

1. Go to the Custom URL tab.
2. Enter Endpoint URL: POST https://dashboard.IgnitePOST.com/api/v1/orders.
3. Optionally add a relevant description.
4. Select automated-program-step.executed in Message Filtering.

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5. Click Create.

4. Editing the Endpoint:

1. In Outgoing Webhooks > Endpoints, select your endpoint to edit.
2. Under the Advanced tab, set the Rate Limit as per the third-party recommendation.
3. In Custom Headers, enter “X-TOKEN” in Key, and paste the API key in Value.
4. Save by clicking the '+' button.

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5. Configuring Transformation Settings:

1. Enable Transformations.
2. Click Edit transformation.
3. Adapt the payload:

1. Update letter_template_id.
2. Modify the message, adding personalizations as needed in the format webhook.payload.contact["field name"].
3. Use “\n” for line breaks in the message.

1. Run a Test to confirm successful configuration.
2. Remember to update with a Production API key from IgnitePOST for actual use.

Step 4: Edit Transformation in Act-On

1. In the Transformations section, switch the toggle to Enabled.

2. Click on Edit transformation.
3. Modify the payload as per your requirements. Keep in mind the following while making updates:

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1. Letter Template ID: Replace the existing value with the ID of your chosen template.
2. Message Content: Update the message field with your desired content.
3. Personalizations: Integrate personalized elements using the format webhook.payload.contact["Act-On field name"]. 
4. Line Breaks: Insert “\n” within the message for line breaks.
5. Field Names: Adapt personalization tokens according to the field names in your Act-On's Data Management. 

Example: For mailing city, use webhook.payload.contact["Business City"]; for date and time, webhook.payload.contact["Date and Time"].

4. Testing the Configuration:

1. After updating, click Run Test.
2. Confirm the success of the test by checking if the email is received.

Note: If you're using test API keys, remember to obtain and use the Production API key from IgnitePOST for actual implementation.

Step 5: Create and Run an Automated Program in Act-On

1. Initiate a New Program:

• Log into Act-On and navigate to Automation > Automated Programs.
• Click + New program on the top right of the Automated Programs page.

2. Configure Program Settings:

• In the Settings tab, select your source list. This list should include contacts targeted for direct mail engagement. For example, you might choose contacts interested in attending a webinar.

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3. Building the Program:

• In the Build > Program flow, add a new step for Outgoing Webhooks.

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• Select the URL of the previously created webhook, ensuring it matches the description in the endpoint URL.

4. Select Contact Fields:

• Choose the contact fields to be included in the webhook payload, corresponding to the fields mapped in the transformation area of the webhook.

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5. Finalizing and Launching:

• Click Submit to save your settings.
• Complete the remaining steps in your Automated Program flow and click Save.
• Start the Automated Program.

6. Verify Success:

• A successful execution will trigger a webhook with a 200 response code. To verify this, check the logs under Settings > Connectors > Outgoing Webhooks for the specific endpoint used by your Automated Program.

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By following these streamlined steps, you can effectively create and run an Automated Program in Act-On, ensuring seamless integration with your direct mail initiatives.

Transform your Customer Engagement with Direct Mail  

Incorporating direct mail into your omnichannel marketing strategy can be a game-changer in boosting customer engagement and conversions. With the integration of IgnitePOST and Act-On, sending personalized handwritten notes has never been easier. 

This unique approach cuts through the digital noise, surprising and delighting customers at every stage of their shopping journey.

As a special offer for Act-On customers, when you sign up for any IgnitePOST plan, you'll receive $1,000 in FREE credits. Use these credits to effectively design, execute, and measure impactful direct mail campaigns.

Don't miss out on this opportunity to enhance your omnichannel strategy with the power of direct mail. Sign up now and take your customer engagement to the next level.