You’re going to lose about 25 percent of your email list this year. Let that sink in.
What can you do about this? Get your re-engagement postcard sequence ready. Seriously.
When you lose access to a subscriber’s inbox, show up in their mailbox. Simply sync email workflows with direct mail to keep your customers engaged across channels.
Wondering what effective re-engagement postcards look like? Here are 5 examples to inspire your next automated postcard campaign:
Postcard Example #1: The Hard-to-Resist Freebie
When you’re hitting up customers who’ve lost interest, go big. That’s exactly what Bite Squad did with this win-back mailer.
Free dinner? Who can say no to that?
Bite Squad integrated Inkit with its CRM to pull a database of customers who hadn’t ordered within two months, randomized and mailed. The postcard netted an 18% redemption rate for the restaurant delivery service.
Pro Tip: Integrate Inkit with your CRM to trigger re-engagement postcards as soon as a customer becomes dormant or unsubscribes.
Postcard Example #2: The Personalized Rewards Reminder
NatureBox recently worked with Inkit to send its customers a highly effective re-engagement postcard. The mailer reminded customers of their store credit (earned via a loyalty program). And a limited-time bonus offer encouraged customers to redeem the credit soon.
The postcards were personalized with each recipient’s individual store credit balance.
The loyalty angle makes this postcard very effective. Consumers generally do not want to let loyalty rewards go unused. A personalized store credit reminder packs more punch than a promotional offer alone.
Postcard Example #3: The Repurposed Email Campaign
Some of the most successful postcard campaigns begin as email promotions, including the NatureBox promo discussed above.
Repurposing a great email promotion as a postcard is simple and effective. This is a strong strategy when your offer is proven, but you’re having trouble with your open rate. It will also save you time on the creative side.
As the entire e-commerce industry faces the growing issue of crowded inboxes, why not try a new channel to reach your customers?
Postcard Example #4: The Special Event Notice
If you have a big event coming up, consider sending a postcard to disengaged segments. With high readability and impact, your postcard is likely to be noticed while your emails go unread.
Pro tip: Limit text and use colorful, bold graphics to make sure your notice stands out in the mail pile.
This postcard from The North Face would never be tossed in the recycling bin without a second glance.
Postcard Example #5: The Website Traffic Driver
Direct mail works best as part of a larger multi-channel marketing strategy. Your goal for a re-engagement postcard might be to funnel people back online and increase engagement there. With high open rates, postcards can be a reliable driver of web traffic.
For example, this postcard encourages sign-ups for email alerts.
Here are a few more ways to use postcards to re-engage segments online:
- Tease information on your website or blog
- Promote mobile app downloads
- Encourage contest or petition sign-ups
- Drive social media follows
- Offer a coupon for online purchases
- Use postcards as game pieces in a gamification strategy
- Attract customers with value by promoting free online tools
- Promote membership in a loyalty program (The North Face postcard below)
This is the reverse of The North Face event mailer discussed earlier. It offers a discount for their upcoming sale, but only if the recipient goes to the company’s website and signs up for a loyalty program.
No matter how great your email marketing is this year, you’re going to lose about one-quarter of your list simply to attrition. But direct mail shouldn’t be Plan B. Use Inkit with your CRM to strengthen Plan A.
Feeling inspired? Get started with Inkit’s basic plan today and start winning back disengaged customers (and pay for only the postcards you send). Click here to sign up.