Developing Strategic Partnerships using Direct Mail Marketing
When most people think of direct mail they think of junk mail. They often forget that direct mail, when done correctly, can be extremely effective in growing strategic partnerships. Direct mail gives marketers the capabilities to develop a strategy for personalized communication with an individual or select set of individuals. Through proper targeting and segmenting of key selects marketers are able to speak directly to the recipient of the mail piece by utilizing information about their key demographics. Proper segmenting allows you, the marketer, to leverage the language, as well as images and graphics that are most comfortable and most familiar to your prospects demographic. With recent advances in variable print technology each mail piece can be customized to include specific information about the consumer. An example of this would be “Dear Jenny Jones, I remember when I had my first child I was amazed by her beauty. I was also terrified about her future. I started thinking about Life Insurance and wanting to make sure she was taken care of. I began searching for a Life Insurance agent that would have my best interest at heart. It was this search that lead me down the path of becoming an insurance agent. If you are anything like I was then you too have these fears. Contact me at 813.555.1234 to make an appoint to discuss your situation with someone who truly understands the task of being a new mom, me. I look forward to seeing pictures of your new little bundle and discussing safeguarding her future.” So, how did this example help to develop a strategic partnership? First, I used knowledge about the prospect (new parent info) to market to them the correct insurance server for their lifestage. Second, I spoke directly to Jenny using her first name. Third, I spoke to Jenny, woman to woman, mom to mom and developed a sense of comradery and understanding.