Initially you want to gain lots of leads - members to your brand, but once you have significant numbers (top of the funnel), you should consider using newsletters that members can sign up to and also opt out from. By adding surveys to newsletters you can obtain qualifiable information on your customers rather than relying on limited CRM data.
Eventually you should aim to segment your audience and create personas so you can create specific content for each. Creating more meaningful leads enables better alignment with sales and marketing.
Take away: Don't focus on the middle of the funnel at the expense of the top of the funnel. After all, if you're not generating new leads, you won't have leads to nurture.
Considerations for direct mail campaigns:
- Simple subject lines - don’t us the word ‘Free’ or it could go to spam. Use benefit orientated headings.
- RSS - When you're on a website the RRS feed lets you catch up on the latest headline news for your brand.
- Consider the role of blogs and newsletters in a direct mail campaign cycle.
- Social media can play a part.
- Consider new ways of direct marketing via text marketing, i.e during conventions to provide live info.
- Gauge how often your customers want to receive emails.
- Don’t just pitch your sales/product, give your customers something they want.
- Have a standard format to your emails.
- Consider how your CRM, for example Salesforce, captures your customers information.