Brands must use direct email to target prospects and boost leads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 23, 2021, 2:20 PM UTC

Bringing cost-effective customer engagement solutions tops the list of all the benefits direct mail offers a brand’s marketing strategy.

Compared to tactics like blogging and hosting live events, direct mail is a more economical alternative for brands to engage audiences. To make the most of direct email, marketers need to identify customers who are actively looking for the brand’s products or services.

Marketers can also unlock customer databases at competitor brands to identify potential prospects. Flag topic of interest on platforms like LinkedIn Forums to approach companies making purchase-related announcements. Next, understand customers’ needs. This approach helps brands tailor their email content to reflect the interests of the recipients.

Include a tracking function in the email to track which individuals have clicked on a link to visit the brand website. Suppose the brand intends to drive visitors to its website. In that case, it is important for the brand to ensure they improve their online messaging, clearly defining benefits on offer and how site visitors can avail them.

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