Ever returned back to the office after being OOO or working remotely for a bit? Or maybe you work remotely full-time and are never in the office? Or maybe you’ve been under a state-mandated quarantine and haven’t been to your office in months? With so many scenarios of us not being in office, the attempts of “cutting through the noise” with direct mail are starting to become a #directfail. With fewer and fewer employees in the office, all of that revenue just wasted on direct mail left to collect dust in our mailrooms.
Parched succulents. Moldy cupcakes. Partially melted chocolates. All those goodies packaged up with a message that probably made sense weeks and weeks ago when they were originally sent … all left to rot alone and lonely on empty desks.
Over the last 5 years, there has been a 44% increase in remote work. Companies have begun to shift their perspective on what it means to encourage and support a workforce that isn’t coming into the office from 9:00 am – 5:00 pm. As they empower their employees to work where and when they do their best work, employees are opting to skip the commute to redistribute that time to areas in their #5to9™ that deserve the same time and energy as their 9-to-5.
With fewer and fewer people sitting in offices, your budget for direct mail is in serious peril.
Why Direct Mail is Becoming a Direct Fail
Traditional direct mail has two fundamental flaws:
1. Employees Aren’t In the Office: With fewer and fewer employees physically going to the office, sending mail to a corporate mailing address means few, and fewer employees will actually receive your package.
2. One-sized Doesn’t Fit All: As we’ve begun to move marketing channels, websites, and email cadences towards personalization, we haven’t made the same adjustments to direct mail. While there is a difference between personalization and being personal, sending the same gift to 100s of recipients doesn’t move the needle on engagement.
3. Tracking is Impossible: Setting aside the pray-and-spray tactics of direct mail, even if mail tracking has indicated your package made its final destination, traditional direct mail provides no visibility into if someone actually received your gift, let alone opened it – or even liked it.
Without a means for delivering, driving engagement, and measuring the full ROI of your direct mail, you’re wasting revenue on a campaign that would otherwise be best spent on channels you can actually monitor and measure.
We call that wasted revenue: #directfail.
Want to hit the mark every time with your gifts? Read our resource on How to Select the Perfect Gift Every Time.
Avoiding the Dreaded #DirectFail
For the record: the concept of direct mail is not broken. It’s the approach to traditional direct mail that needs reinventing.
We call that new approach, personal gifting. Personal gifting is about creating memorable one-to-one moments with your prospects and customer throughout their customers’ journey. The purpose of that one-to-one moment is to create a lasting bond with your recipient. To create a lasting bond and avoid a #directfail, here are two of the most important things to consider: recipient address validation and gift relevancy.
Recipient Address Validation
To avoid sending gifts to an empty office – thus avoiding lost revenue – make sure your personal gifting platform allows your gift recipients to provide their address during the gifting redemption process. While making sure your gift arrives where it will be received, address validation also ensures that the safety of your prospect’s personal data is protected.
In the era of “opt-in,” it’s not only respectful – it’s required – to give someone the ability to share with you their personal identification information ( PII ). An individual’s preferred mailing address is considered PII. Personal gifting platforms that allow the gift recipient to manually enter their own preferred mailing address is not only the ideal recipient experience, it’s the ideal way to ensure you’re not jeopardizing your company’s compliance with GDPR.
During your gift recipient’s gift redemption process your company should offer an option for your recipient to enter their mailing address and opt into the gifting experience. Without this step, you’re missing an important step to providing a secure and safe experience to your gift recipient.
Pro tip: If your current direct mail solution is offering to research your gift recipient’s personal mailing address for you, you too are liable for any non-compliance issues that may arise.
Prioritize Gift Relevancy
Nothing is more of a waste to your revenue than a gift that goes unused and unappreciated. Sending cupcakes to someone who is on a keto diet or a bottle of wine to someone in recovery will create a memorable moment, not a favorable memory however.
The trick to sending a personal gift that creates a memorable moment is to select something that compliments your recipient’s #5to9™. Spend time researching and understanding what motivates your gift recipient outside of their accomplishments in the workplace. Or, save some time and use Alyce’s AI-powered research.
Drive Higher ROI with Personal Gifting
Take more control over your wasted revenue with direct mail by switching to personal gifting. Have more gifts hit their intended recipient and leave recipients with an experience that feels personal – and memorable.