Best Practices of Direct Mail in the Age of Virtual Events
Because of the need to work from home and fewer face-to-face interactions, webinars, virtual conferences, and online summits have become very popular. Many business owners now use virtual events as their main way to reach, connect, and convert their ideal customers.
Even though everything is digital now, direct mail is still around, and people are using mailing services to make their direct mail look professional.
When done right, direct mail can stand out in a sea of digital noise. Here’s what you need to know about the best practices of direct mail and how it can go above and beyond virtual events!
Problems with Trusting Virtual Events
There are some problems with using digital methods for events, even though they can save you money and help more people.
Digital fatigue
People who use screens too much for too long often get “Zoom fatigue” and digital burnout after a year of more video chats and workshops. Having a lot of internet events might make people less interested and involved.
Difficulty establishing connections
It’s harder to connect at online events than in real life. Lead creation and sales suffer when people don’t interact with each other in person.
Screen overload
It might get tiring to look at screens for a lot of virtual events. People may lose attention more than at a real event when they have too much information.
So, we can clearly see virtual events don’t have the energy and participation of face-to-face marketing. It is, therefore, important to use direct mail marketing even in the age of internet events.
The Best Practices to Send Direct Mail
When done right by getting in touch with professional postcard companies, direct mail programs work very well. To get the most out of your direct mail, follow these tips:
Making things unique
- To make mail more personal, use the person’s name, address, hobbies, past purchases, or other information. This makes the person feel loved in a special way.
- You can keep track of interaction with offer codes or personalized URLs.
- Send out different kinds of mail to see which kind of personalization works best.
Great Graphics and Print
- Print at a high quality and use thick paper. The letter piece looks strong and valuable.
- To get people to buy something, use interesting pictures, graphs, or photos to sell it. Printing in full color stands out.
- Simple is best, and you should give strong headers and copy room.
Beautiful envelopes
- Printing the full name and address of the receiver will make the envelope easier to open.
- Talk about or show the offer or information inside the envelope. This interests me.
- Do not use envelope labels that say “junk mail” or “mass mailing.”
Well-Timed Campaigns
- If you mail ads before or after major holidays, you can get more responses.
- Instead of sending one mailer, send a lot of mailers with different deals.
- Sending mail at times that are important to customers, like when a new product comes out.
- Send on different days of the week to find the best time.
These few best practices for design, personalization, and timing make direct mail work better, even with all the internet events going on.
Putting Together Mail And Online Events
Direct mail is a good way to promote and improve internet events. Here are some of the best ways to use direct mail for online events:
Direct mail can be used to promote virtual events.
- Mail an email with information about the event and a link to sign up. An email might not get as much attention as a letter.
- Send postcards to inform people of events. Add a photo that sticks out that has something to do with the event.
- Send a personalized packet with information about the event, speaker bios, product photos, and other things. Attachments are less likely to be kept and used again.
- Send VIP passes or tickets through the mail to make people feel special and excited about having access that no one else has.
Mail with event materials (What about gifts?)
To “WOW” your guests, bring them boxes or gifts before the event. Open these up and show them off at the event.
People who are going to the virtual event should be sent branded T-shirts, water bottles, and notes to use. This brings people together.
You know what’s the main purpose of this? The event should be reflected in the gifts. You can use aprons and food tools that may be sent by a virtual cooking class. Also, pedometers and yoga mats can be sent by health workshops.
Follow-up or Mail Summary
- Send handwritten thank you cards or a notepad with important ideas after the event.
- Make an eBook for your presentation and send print copies to your guests. This gives them something real to point to.
- As a “virtual goodie bag” with samples, coupons, or discounts on goods or events coming up in the future, send surprise gifts through the mail.
- Once the initial excitement wears off, send emails with next steps, tools, or due date reminders to keep things moving.
It shows, that with direct mail, you can add a human touch before, during, and after virtual events. You know here how the expectations and keepsakes make the experience and relationship stronger.
How to Make Direct Mail That Really Gets Success?
A good direct mail piece must get the reader’s attention and make them want to take action. How to make great direct mail:
- You should be able to see what to do in every direct mail letter. Like: “Register for our webinar” as well as “Call now to claim your offer”.
- Adapt the copy to the people who will be reading it. Give the business, location, or job.
- Add interesting images to back up the text. Show real people who are using your goods.
Bottom Line Is!
Your brand’s tone should go with your direct mail marketing. For this, don’t just try to sell or trick people in this age of digital or virtual events. Try to talk real. Find the right practices to get people to trust and be interested in you.
