The human element matters in direct mail and email campaigns – creating a connection with your target audience through your direct marketing campaigns often greatly increases the level of positive responses from receipients.
Statistics tell us that 93% of B2B businesses use email to distribute content and for every £1 spent on email marketing £38 is generated.
With such a chunky return it makes sense to be utilising email as much as possible in your marketing campaigns.
In addition, direct mail, despite only having a 30% likelihood of being opened, offers a rate of response nearly four times higher than email, making it another excellent avenue of marketing to pursue.
It isn’t quite as simple as sending out any old content to your customers though as any seasoned marketer knows.
“The digital world has power because it has dynamic information, but it’s important that we stay human instead of being another machine sitting in front of a machine.” – Pranav Mistry
If nearly 100% of B2B businesses use email to distribute content, you’re competing with every Tom, Dick and Harry out there as every business competes for the attention of the consumer in increasingly innovative ways.
Dropping boring, linear content out there is simply not enough to get your company and its products and services seen and noticed.
This is especially true when it comes to sending out marketing containing copy which is dry, dusty and devoid of any form of human life.
Customers are constantly bombarded with marketing that has been carefully collated and created based on highly sophisticated analytics.
Businesses go hard on the numbers, data and trends, forgetting that customers still need to be able to relate to their business.
Without the human touch, your company simply disappears into the ether with every other marketing attempt going, wasting your budget, and failing to represent what you have to offer potential customers.
To help you avoid the easy mistake of being faceless in your outreach, here are our top tips to inject the human element into what you’re putting out to clients.
When working with clients on their direct marketing campaigns, we employ one or more of the following:
Approach 1 – show who you really are
A professional presentation of your company and its products and services is important but not to the point you can’t see anything relatable beneath the veneer.
Personality and purpose are what makes any company stand out so don’t be afraid to show who you really are.
In your email campaigns and direct marketing campaigns, there is always room for engaging copy which highlights the people behind the company.
And, even in a digital age, people buy people first.
Approach 2 – give a little ‘behind the scenes’ glimpse
Letting customers get to know the faces behind your business and the processes behind your products and the stories is an excellent way to offer customers a broader vision of your company and its reason for being.
Features like ‘meet the team’ or ‘a day in the life of’ are always popular and for good reason – they’re offering customers a way to see the people behind the business.
Approach 3 – provide as many ways as possible for customers to reach you
Being accessible makes your business more personable because it is reachable and customers feel they can easily connect.
On your email campaigns and direct mail campaigns, make sure there are multiple ways for customers to connect with you.
Social media handles, newsletters, phone numbers, postal addresses and emails should all be included on anything you distribute.
Just make sure there is somebody or something to respond on those platforms lest you disappoint your customer.
Approach 4 – contact, contact, contact
Using services like telemarketing is a great way to promote the human element of company in your marketing campaigns.
Telemarketing supports your email and direct mail campaigns with a human voice.
No matter how talented the copywriters (and we employ a few), nothing matches a direct one-to-one connection for effectiveness.
Did you know that, in 2017, the human voice was considered by some, the most important technology of the year?
You can read about it in this interesting article which highlights how the human voice cannot be beaten by any form of technology.
It also highlights how businesses have to think about incorporating the human voice in the way they relate to customers if they want to stay relevant.
Approach 5 – make your relationship with clients two-way
It is so important not to keep sending content to clients or potential clients which is wholly concerned with your business and its needs.
There needs to be some level of value in what you are sending that stands alone as something they would not only want to read or watch, but something they would want to share.
In addition, you should be asking questions and actively engaging with your audience so that they can relate to your company with ease.
Putting out information and statements with no leeway for conversation will only suck the humanity out of any campaigns you have.
Working with More Than Words on your direct marketing campaigns
If you think that you are missing the human element from your email or direct mail campaigns, there is so much you can do to change that and we’d really appreciate the chance to work with you on that.
As well as the above tips, we recommend that you think creatively about how you can reach out in a way that shows the very heart of who you are as a business.
In an increasingly faceless digital world, any business projecting the personality in their marketing will stand out from their competitors.
To work with More Than Words on your email marketing campaigns and telemarketing campaigns, please call us on 0330 010 3495 or click here to email our direct marketing team.