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As the crisis pans out and stay-at-home orders are in place, more businesses rely on digital messaging to stay connected and relevant to their customers. But this also made this medium saturated leaving users numb and disinterested. Statistics reveal that roughly 306.4 billion emails were sent and received each day in 2020. Unfortunately, most of them get deleted as consumers don’t have the patience or the time to go through each message coming in their inbox. 

This is where integrating tactile marketing automation (TMA) should come into play and help you break through the noise. TMA is proving to increase overall response rates and campaign effectiveness, which is great news for marketers right now.

At OverflowWorks.com, we have consistently preached about the effectiveness of direct mail marketing during COVID-19 and other trying times like these. In our recent mortgage direct mail marketing campaign, we’ve received an estimate of 95% open rate based on our data and our phone logs based on incoming calls. This proves that with the right strategy and messaging, direct mail marketing can effectively drive in leads for businesses as compared to relying solely on digital campaigns.

But probably the mot asked question we receive is: how can one send direct mail if you don’t have your prospects’ home addresses? Here’s how.

 

Confirm Mailing Address by Using SDR/BDR Resources

It is part of the SDR/BDRs’ sales cycle to regularly connect with prospects. Enhance these conversations with a direct mail piece, however, confirm with your SDR/BDRs’ the preferred address of their prospects.

Make sure your prospect knows what value they’ll receive in return for providing their address. Prospects tend to have higher engagement rates if they are aware of the value in exchange.  Therefore, this should be clearly presented by the sales representative. 

Providing your prospects with gifts and incentives would also help seal the deal. Gifts like wine bottles, guides and playbooks are a great gesture to ensure that their cooperation is very much appreciated. 

Privacy should also be well communicated with customers. Guarantee that their home address will be used only once, and the information will not be stored in any system.

 

Collect Preferred Mailing Addresses through Marketing Automation Campaign

If you have an existing marketing automation campaign, you may want to start integrating collecting preferred mailing addresses information too. 

For example, a campaign created to make up for cancelled events due to COVID and reinstate that you will be sending a gift in return for the inconvenience. It can be the giveaway items from the event, etc. 

 

Append Home Address Data With A Data Service

While hiring data service providers can also help you acquire home addresses using a small amount of information about your client, this can be a little risky and frowned upon by the customer. Outreach through your sales reps is a much better approach as it has a more personal touch and establishes trust.

 

If you are looking for help in marketing during COVID-19, we are here to help. OverflowWorks.com is your all-encompassing marketing resource. Our experience across a multitude of industries + data-driven techniques provide the edge businesses need to reach more of the right prospects, generate more promising leads, and close more timely sales.