Direct mail is the oldest trick in the book. And when we say old we mean ancient Egypt old. Some argue an inventive Egyptian landowner first used direct mail in 1000 BC when he wrote an ad inquiring about a missing slave on papyrus and sent it out far and wide. It's real, look it up. The fact that direct mail has stuck around through the centuries is a testament to how powerful it can be. The problem is that today direct mail seems to be shrouded in more mystery than an Egyptian tomb. As a modern revenue-driven marketer, you don’t know what ancient curses you will unleash if you open the door to the direct mail and gifting channel.
First of all, you probably don’t know what to expect from it. What results will it bring? Are others in your space doing it? How are they doing it? What results are they seeing? What does a good gifting campaign look like? Once you decide to give direct mail a shot based on whatever limited information you have, you often don’t know where to start and where to look for inspiration. Finally, once you’ve invested in direct mail, how do you know it worked? How much did you actually spend on your gifting campaigns? What opportunities did gifting generate and influence? Did it help your revenue goals? Did it drive ROI?
With so many unknowns, it’s no wonder that modern marketers are cautious when it comes to direct mail and gifting. Reachdesk Insights answers all the unanswered questions you have about your direct mail and gifting strategy and brings this ancient channel to the 21st century. It’s time to demystify the direct mail and gifting channel.
A big part of why direct mail remains shrouded in mystery is that we still associate it with the old way of doing things. The ancient Egyptians were pretty tech-savvy for their time, but things have moved on a bit. If not with ancient Egyptians, we still associate direct mail with office workers packing boxes and pulling endless spreadsheets to track when a gift was received and what results it generated. The old way of doing direct mail and gifting is manual, ad-hoc, and messy. With Reachdesk, you have all the insight you need to create truly game-changing strategies in one platform that integrates with your CRM and marketing and sales automation tools. This is the new way of doing direct mail.
Make data-driven decisions about what direct mail and gifting campaigns to run based on your past performance. With Reachdesk Insights you can understand what gift types work best for your specific audience by comparing redemption rates for eGifts, physical gifts, and gift bundles. This way you can accurately estimate redemption rates and optimize your gifting budget. You can also dive deeper into the different methods for sending your direct mail and gifting campaigns and compare the redemption rates for campaigns sent via Reachdesk email or gift link.
"We now can make better use of our budget because we can track the cost of campaigns and see what gift types get higher redemption rates. Also, it's great to monitor user engagement and accurately calculate ROI from the gifting platform overall."
Jessica Poppelreiter, Senior Field Marketing Manager, Sendbird
It’s hard to plan a successful direct mail and gifting campaign if you have no idea what results you should be aiming for. With Reachdesk, there’s no need to be putting a finger in the air when setting goals for your gifting campaigns anymore. We give you access to data from hundreds of Reachdesk customers across a wide range of industries, geographies, and company sizes. You can understand how your campaigns’ redemption rates compare to average redemption rates from Reachdesk customers. Benchmark your performance and you can set out with a clear idea of what you should be striving for and course-correct your strategy as you go.
The new Reachdesk Insights area gives you a clear view of how your team is using the direct mail and gifting channel. Make the most of this powerful channel by monitoring how many people on your team have sent a gift in the last 30 days and how different teams are using Reachdesk. Get an overview of how much each team spends and how many redemptions they generate in order to better plan your budgets. You can also drill into spend and results at an individual sender level. This allows you to identify your top gifters, learn from their success, and replicate it across the wider team.
It’s time to connect gifting
If you’re a Salesforce user you can use the Influence tab within Reachdesk Insights to see the impact gifting has on your business bottom line. You can see how many opportunities direct mail influences and how much revenue it generates by team, campaign, and individual sender.
Pulling data from your Salesforce opportunities you can see the total value of closed won opportunities that have redeemed gifts during the deal lifecycle. You can then calculate the ROI of each of your gifting campaigns. You can keep track of how much you’ve spent on direct mail and gifting for each one of your opportunities, how many contacts within the account have received gifts, and how many of those gifts were redeemed.
You can also track potential revenue by monitoring the total value of open opportunities that have redeemed gifts during the deal lifecycle and calculate the potential ROI for open opportunities.
If you’re a Reachdesk customer, start exploring Insights now. If you’re not a customer, get in touch to find out more about how Reachdesk can help you create a data-driven gifting strategy.