Since digital marketing and automation have been introduced, it is no longer straightforward to take a potential customer through the four stages of a sales funnel (awareness/interest/desire/action). Because there were just a few options for client interaction in the beginning, sales professionals were able to customize and manage their marketing message. Salespeople can no longer wield their influence in the same manner they used to due to the proliferation of communication channels and points of contact.
A sales person is no longer necessary for clients who want to learn more about a company’s goods or services. They may reach out to the business in a variety of ways and are aware of its existence. Thus, the client has greater influence in the sales process than the supplier. The phases of a sales funnel haven’t altered despite the fact that digital technology has given clients more power.
The value of direct mail hasn’t changed despite the introduction of email marketing, social media marketing, and more, thanks to digitalization. Marketers that want to attract new consumers to their website must use direct mail to reach out to their target audience in a targeted and effective manner.
The following are 3 ways you may use direct mail to boost your online sales funnel
1. Avoid Excessively Long Sales Copies
You don’t need a lengthy sales letter to get people to your website. Readers aren’t interested in sifting through long paragraphs in the mail, so keep your message short and to the point. There must be a restriction on the size of the text and it must be simple to read, whether it’s on postcards, check letters, tear-sheets, little self-mailers, or a two-page letter package Letters that are too long are a turn-off for consumers, and they’ll avoid reading them at all costs.
2. Make it clear what you want others to do
Your call to action and any relevant URLs should be included as many times as feasible, depending on the size of your sales piece. To make it simpler for customers to identify the call to action section, use the same call to action many times throughout your email. Make sure that the call to action appears at least twice on either side of the bigger mail piece (8.5 x 5.5 or 11 x 6). Your potential customers aren’t going to waste their time looking for the information you want them to see. As a result, it is imperative that you use bold type as much as possible throughout your message.
3. You Shouldn’t Tell Your Entire Life Story in Your Email
You can’t get people to visit your website if you tell them everything about your items in the mail. It is your goal to get people to your website, and you can do this by building their interest in your products and services via direct mail. To do this, all you need to do is provide a brief overview that piques their interest and encourages them to learn more about your business.
Using Direct Mail: Conclusion
Don’t use direct mail to attempt to market your products or services. Instead, think about how you might utilize the postcard to direct potential customers to your website. You should wait until they’ve become customers before moving on with the sales process. Direct mail marketing may help you increase the number of clients that enter your online sales funnel when done correctly.