In this episode, we talked with PFL about how different-sized companies deal with challenges, healthcare mail best practices, direct mail trends. We discussed how PFL uses direct mail to engage a company along the customer journey.
As she explained: among the many topics we covered at length:
- Her background in marketing
- How different-sized companies deal with challenges
- Best practices for healthcare mail marketing
- Why direct mail works
- Industry trends for the years ahead, such as sustainability
Well, you’ve been working with companies of different sizes with PFL. Does that mean that they all face different challenges?
Yes, for sure. I think the size of the company and especially the size of the marketing team can impact direct mail program execution.
So there are probably four or five different ways that I see this. One is through creative. Smaller companies and teams often lack creative resources, so they lean much more heavily on the PFL customer success team to help with ideation and even design work. But on the flip side, larger companies often have.
Lots and lots of approval processes, you know, so it takes longer to get things over to us to get things approved. They often have more regulations and policies they have to adhere to, such as government compliance, and that can hold things up. So, it really is different just depending on the size of the company from a creative standpoint, for sure.
How can companies use direct mail to engage customers at different points along the customer journey?
Well, as all marketers know, there definitely is a series of stages that makes up that customer life cycle, and we think about that all the time. You have the awareness stage, the consideration, the conversion stage, new customer, customer retention, and advocacy. And we think about each of these with our customers and our prospects on how we can best target.
And direct mail can be really impactful throughout each of these stages. So I’ll just share three examples. First, let’s think about awareness. So, a great first impression of your brand is essential if you’re in the awareness stage.