www.lob.com Open in urlscan Pro
34.251.201.224  Public Scan

Submitted URL: https://mkto-sj130170.com/dc/zdSyJt3cCAae0OeePsaafABKJu1Skexeiej9b94HEtZxeIaf2BvMlAxK0jXD-E2ed2h3kQO2pPcYXQBW5aYPjqG7IX1kW...
Effective URL: https://www.lob.com/blog/2023-direct-mail-strategy?utm_source=marketo&utm_medium=email&utm_campaign=2022-12-01-dm-st...
Submission: On December 01 via api from US — Scanned from DE

Form analysis 2 forms found in the DOM

<form id="mktoForm_1301" novalidate="novalidate" class="mktoForm mktoHasWidth mktoLayoutAbove" style="font-family: Helvetica, Arial, sans-serif; font-size: 13px; color: rgb(51, 51, 51); width: 1601px;">
  <style type="text/css">
    .mktoForm .mktoButtonWrap.mktoShadow .mktoButton {
      color: #000;
      background: #fff;
      border: 1px solid #5e9cd3;
      padding: 0.4em 1em;
      font-size: 1em;
      box-shadow: 3px 3px 10px 0px #ccc;
      background-color: #b2d0eb;
      background-image: -webkit-gradient(linear, left top, left bottom, from(#b2d0eb), to(#9ec5e8));
      background-image: -webkit-linear-gradient(top, #b2d0eb, #9ec5e8);
      background-image: -moz-linear-gradient(top, #b2d0eb, #9ec5e8);
      background-image: linear-gradient(to bottom, #b2d0eb, #9ec5e8);
    }

    .mktoForm .mktoButtonWrap.mktoShadow .mktoButton:hover {
      border: 1px solid #106eb4;
    }

    .mktoForm .mktoButtonWrap.mktoShadow .mktoButton:focus {
      outline: none;
      border: 1px solid #106eb4;
    }

    .mktoForm .mktoButtonWrap.mktoShadow .mktoButton:active {
      box-shadow: inset 3px 3px 10px 0px #aaa;
    }
  </style>
  <div class="mktoFormRow">
    <div class="mktoFieldDescriptor mktoFormCol" style="margin-bottom: 10px;">
      <div class="mktoOffset" style="width: 10px;"></div>
      <div class="mktoFieldWrap mktoRequiredField"><label for="Email" id="LblEmail" class="mktoLabel mktoHasWidth" style="width: 100px;">
          <div class="mktoAsterix">*</div>
        </label>
        <div class="mktoGutter mktoHasWidth" style="width: 10px;"></div><input id="Email" name="Email" placeholder="Email Address" maxlength="255" aria-labelledby="LblEmail InstructEmail" type="email"
          class="mktoField mktoEmailField mktoHasWidth mktoRequired" aria-required="true" style="width: 150px;"><span id="InstructEmail" tabindex="-1" class="mktoInstruction"></span>
        <div class="mktoClear"></div>
      </div>
      <div class="mktoClear"></div>
    </div>
    <div class="mktoClear"></div>
  </div>
  <div class="mktoFormRow"><input type="hidden" name="UTM_Source__c" class="mktoField mktoFieldDescriptor mktoFormCol" value="marketo" style="margin-bottom: 10px;">
    <div class="mktoClear"></div>
  </div>
  <div class="mktoFormRow"><input type="hidden" name="UTM_Campaign__c" class="mktoField mktoFieldDescriptor mktoFormCol" value="2022-12-01-dm-strategy-blog" style="margin-bottom: 10px;">
    <div class="mktoClear"></div>
  </div>
  <div class="mktoFormRow"><input type="hidden" name="UTM_Medium__c" class="mktoField mktoFieldDescriptor mktoFormCol" value="email" style="margin-bottom: 10px;">
    <div class="mktoClear"></div>
  </div>
  <div class="mktoFormRow"><input type="hidden" name="UTM_Term__c" class="mktoField mktoFieldDescriptor mktoFormCol" value="" style="margin-bottom: 10px;">
    <div class="mktoClear"></div>
  </div>
  <div class="mktoFormRow"><input type="hidden" name="UTM_Content__c" class="mktoField mktoFieldDescriptor mktoFormCol" value="" style="margin-bottom: 10px;">
    <div class="mktoClear"></div>
  </div>
  <div class="mktoButtonRow"><span class="mktoButtonWrap mktoShadow" style="margin-left: 120px;"><button type="submit" class="mktoButton">Subscribe</button></span></div><input type="hidden" name="formid" class="mktoField mktoFieldDescriptor"
    value="1301"><input type="hidden" name="munchkinId" class="mktoField mktoFieldDescriptor" value="900-QJF-050">
</form>

<form novalidate="novalidate" class="mktoForm mktoHasWidth mktoLayoutAbove"
  style="font-family: Helvetica, Arial, sans-serif; font-size: 13px; color: rgb(51, 51, 51); visibility: hidden; position: absolute; top: -500px; left: -1000px; width: 1600px;"></form>

Text Content

LOB'S WEBSITE EXPERIENCE IS NOT OPTIMIZED FOR INTERNET EXPLORER.
PLEASE CHOOSE ANOTHER BROWSER.


Contact UsLOG IN/SIGN UP
Direct Mail Automation
What is Direct Mail Automation?

Transform manual, repetitive direct mail processes to accelerate
time to value and reduce costs.

Calculate Direct Mail ROI

Use the ROI Calculator to reveal if you’re leaving revenue on the table.

Product
The Lob Platform
Product Overview

Transform direct mail into intelligent mail: connected, personalized, and
measurable

Print Delivery Network

Automate direct mail through a nationwide print delivery network

Integrations

Integrate directly with Salesforce, Marketo and other applications

Address Verification

Reduce wastage and optimize ROI
with deliverability intelligence

Sustainable Mail

Minimize environmental impact with
carbon neutral direct mail

Security & Compliance

Controls and processes that
protect your data

Partner with us
Print Partners
Become a partner ->
Solutions
Roles
Marketers
Direct Mail Operators
Developers

Use Cases
Customer Acquisition
Customer Retention
Customer Reactivation

Industries
Financial Services
Insurance
Healthcare
Retail & Ecommerce
’Tis the Season to Automate Your Nonprofit’s Direct Mail
Learn more->
Resources
All Resources
Research & Reports
Case Studies
Calculate Direct Mail ROI
Blog
Events & Webinars
All Resources->
Best Direct Mail Campaigns

A curation of inspiring and effective direct mail campaigns sent

Template Gallery

Get started today with ready-to-use mail templates

Developer Resources
Help CenterAPI StatusAPI ReferenceSDK and Tools
Get started with a free trial->
Company
Company
About Us

Learn about Lob’s story and mission

Careers

We’re hiring!

Join our team!

Contact Us

Get help, ask questions or just say hi!

Leadership Team

Meet our leaders and investors

Lob.org

Learn about our culture and what we stand for

How Lob Works
Get started today!

See how easy it is to automate
your direct mail campaigns

Watch video

All resources->
Support
Support
Help Center

Get started with on-demand
resources, FAQs and technical documentation

Premium Support

Premium support offerings for enterprises

Contact Support

Contact our team for expert answers to your product questions

Partner with us
Product IntegrationsPrint Partners
Become a partner ->
See PricingGet a demoSign up / Log in


BlogDirect Mail
Direct Mail
November 8, 2022



3 STEPS TO CREATING YOUR 2023 DIRECT MAIL STRATEGY

by 
Guest Author


With 2023 just around the corner, many marketing teams are planning their
marketing strategies for the new year and identifying what channels are
must-haves, which ones must go, and which ones can be tried and tested.

But within your team's overall marketing strategy, it's important to break down
each channel and build a strategy for them as well. You'll have your email
marketing strategy, social media marketing strategy, content marketing strategy,
PPC strategy, and so on that all funnel into your overall marketing strategy.
Today, we're here to help you build your direct mail marketing strategy for 2023
so you can set this channel up for success and meet your team's overarching
marketing goals.

Speaking of goals, it's time to jump into step 1 of creating your 2023 direct
mail strategy.


STEP 1: CHECKING YOUR GOALS

What are you looking to achieve throughout the year? If you're looking to juggle
several different goals, you should ask which of them your campaign will
prioritize. Most direct mail strategies have one of three goals in mind:
acquisition, reactivation, or retention.


ACQUISITION

Of the three direct mail campaign goals, acquisition is the most obvious. While
customer acquisition costs (CAC) vary heavily by industry, they do tend to be
significant. For example, recent data has put the average price per customer
acquisition at $205 for SaaS, $862 for education, $640 for financial services,
and $410 for business consultants.

A top task of a direct mail marketing strategy is to use the medium to reduce
your CAC. Direct mail can play a profound role in driving down CAC, owing to the
channel's comparatively high ROI. In fact, our 2022 State of Direct Mail report
found that 67% of marketers say direct mail provides the best ROI of any
channel.


RETENTION

In the early 2000s, Bain and Harvard Business School set the marketing and sales
world on fire with a bold theory. By increasing retention by as little as 5
percent, Bain and HBC argued that a company can boost its profits by up to 95
percent.

This theory draws from the idea that repeat customers become more affordable per
transaction. For example, repeat customers require far fewer marketing resources
to continue doing business with. As a result of ever-lowering costs relative to
their revenue, repeat customers grow substantially more profitable over time. A
direct mail strategy for retention campaigns is often centered around this idea.

Such a strategy aims to leverage your customer relationships and the data you've
gathered on said customers. Using this intelligence and data, you can precisely
target customers with suitable products, services, information, and offers. As a
result, they don't require any investment in third-party data or intelligence.


REACTIVATION

Reactivation campaigns are centered around re-securing and reactivating past
customers. As with retention campaigns, ones centered around reactivation can
leverage your existing data and be highly targeted - especially if you
understand why they left the relationship with your brand in the first place.
Was it pricing? Use direct mail to share new pricing tiers or a sale. Did the
customer leave to do business with a competitor? Send them a mailer that
outlines key features your product or service has that the competitor might not
have or any upcoming releases that could solve a specific pain point.


STEP 2: ALLOCATING YOUR BUDGET

Now, it's time to look at your overall budget for your marketing efforts. Any
direct mail strategy has to sit within a broader omnichannel marketing strategy
and is competing with channels that may appear more affordable on the front end.

Direct mail is a powerful channel, but like any channel, it needs to be matched
to the right campaign to drive the best results. If you're hosting an exclusive
event for your customers, you most likely won't be running PPC ads that anyone
can see and you might even hide the landing page from the search engines. In
this example, more budget should be allocated to direct mail as this channel is
well-suited for a personalized invitation for your customers. Understand what
campaigns require a direct mail budget and allocate accordingly.

One reason many marketing teams trust Lob for direct mail marketing is our
fixed, flat-rate pricing. This allows you to better predict campaign costs and
track which campaigns are driving more ROI.


STEP 3: TESTING, EXPERIMENTATION, AND DATA

Once you've set your overall strategic priorities, you need to consider the
processes you'll be using to ground your direct mail strategy for 2023, as well
as identify tests you can run to optimize your campaigns to reach your 2023
goals.

Just as you run A/B tests on emails or landing pages, you should be testing your
direct mail as well to better understand what your customers or prospects
respond to. Tests could include:

 * The mail format (postcard, letter, self-mailer, etc.)
 * The CTA (call vs. visit a website, scan a QR code vs. type out a URL, etc.)
 * Messaging
 * The offer (20% off vs. a set dollar amount)

Cleaning up your customer and prospect database is a prerequisite to effective
testing, experimentation, and personalization for your campaigns. Reviewing the
validity and value of your data is essential to ensuring robust campaign ROI and
can be achieved via address verification capabilities.


DELIVERING A DIRECT MAIL MARKETING STRATEGY

If you're interested in learning specifically about strategies to improve direct
mail's ability to achieve your team's goals, get your own copies of Lob's guides
to direct mail marketing for acquisition, retention, and reactivation.

And if you need help in modernizing your direct mail marketing strategy, the Lob
team is here for you. Lob's direct mail automation platform is an industry
leader in enabling teams to design and distribute personalized campaigns which
link to your omnichannel efforts. Sign up for a demo if you're curious, or
contact us to learn more.


Tags:
Acquisition
Marketing
Print & Mail
This blog provides general information and discussion about direct mail
marketing and related subjects. The content provided in this blog ("Content”),
should not be construed as and is not intended to constitute financial, legal or
tax advice. You should seek the advice of professionals prior to acting upon any
information contained in the Content. All Content is provided strictly “as is”
and we make no warranty or representation of any kind regarding the Content.

NEWSLETTER


STAY UP-TO-DATE WITH LOB’S LATEST

We have a lot cooking in the Lobster tank! Sign up for our newsletter to never
miss a beat.
*









Subscribe


CONTINUE READING

CAN INFLUENCER MARKETING BE DONE WITH DIRECT MAIL?

Direct Mail
Dec 1, 2022
by 
Guest Author

HUMANS OF LOB: DANIELLE RANOA

Lob Culture
Nov 30, 2022
by 
Dolly Slinker

TIPS FOR STARTING AS A STAFF+ SOFTWARE ENGINEER AT A NEW COMPANY

Engineering
Nov 30, 2022
by 
Erin Doyle

TIPS FOR STARTING AS A STAFF+ SOFTWARE ENGINEER AT A NEW COMPANY

Engineering
Sep 21, 2022
by 
Erin Doyle

TIPS FOR STARTING AS A STAFF+ SOFTWARE ENGINEER AT A NEW COMPANY

Engineering
Sep 21, 2022
by 
Erin Doyle

CAN INFLUENCER MARKETING BE DONE WITH DIRECT MAIL?

Direct Mail
Sep 21, 2022
by 
Guest Author

CAN INFLUENCER MARKETING BE DONE WITH DIRECT MAIL?

Direct Mail
Sep 21, 2022
by 
Guest Author

HUMANS OF LOB: DANIELLE RANOA

Lob Culture
Sep 21, 2022
by 
Dolly Slinker

HUMANS OF LOB: DANIELLE RANOA

Lob Culture
Sep 21, 2022
by 
Dolly Slinker

Award-winning intelligent direct mail


Product
 * Product Overview
 * What is Direct Mail
   Automation?
 * Address Verification
 * Sustainable Mail
 * Product Updates
 * Security
 * Pricing

RESOURCES

 * Research & Reports
 * Case Studies
 * Blog
 * Events & Webinars
 * Template Gallery
 * ROI Calculator

DEVELOPERS

 * Overview
 * Quickstart Guides
 * API Documentation
 * SDK and Tools

SOLUTIONS

 * Marketers
 * Direct Mail
   Operators

PARTNERS

 * Partner Program
 * Technology
   Partners
 * Print Partners

SUPPORT

 * Help Center
 * FAQs
 * Premium Support
 * Contact Us
 * API Status
 * Privacy
 * Terms of Service

COMPANY

 * About Us
 * Careers
 * Lob.org

Product
 * Product Overview
 * What is Direct Mail Automation?
 * Address Verification
 * Sustainable Mail
 * Product Updates
 * Security
 * Pricing

DEVELOPERS

 * Overview
 * Quickstart Guides
 * API Documentation
 * SDK and Tools

SUPPORT

 * Help Center
 * FAQs
 * Premium Support
 * Contact Us
 * API Status
 * Privacy
 * Terms of Service

RESOURCES

 * Research & Reports
 * Case Studies
 * Blog
 * Events & Webinars
 * Template Gallery
 * ROI Calculator

SOLUTIONS

 * Marketers
 * Direct Mail Operators

PARTNERS

 * Partner Program
 * Technology Partners
 * Print Partners

COMPANY

 * About Us
 * Careers
 * Lob.org

 * 
 * 
 * 
 * 
 * 

© 2022 Lob.com. All rights reserved.