{"id":629,"date":"2020-01-13T11:23:03","date_gmt":"2020-01-13T10:23:03","guid":{"rendered":"https:\/\/express-as.dk\/?p=629"},"modified":"2021-05-10T09:11:37","modified_gmt":"2021-05-10T07:11:37","slug":"sadan-bruger-du-direct-mail-i-en-digital-tidsalder","status":"publish","type":"post","link":"https:\/\/www.express.dk\/en\/sadan-bruger-du-direct-mail-i-en-digital-tidsalder\/","title":{"rendered":"S\u00c5DAN BRUGER DU DIRECT MAIL I EN DIGITAL TIDSALDER"},"content":{"rendered":"

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I takt med, at mulighederne for digital kommunikation og markedsf\u00f8ring er steget, er brugen af fysiske breve faldet. En, i manges \u00f8jne, naturlig udvikling. Men betyder denne udvikling, at vi ikke l\u00e6ngere kan retf\u00e6rdigg\u00f8re de fysiske breve som kommunikationskanal? Er direct mail outdated?<\/p>\n

Det mener vi ikke. Direct mail er stadig en relevant kommunikationskanal \u2013 ja endda en effektiv en af slagsen. Det er alts\u00e5 ikke direct mail i sig selv, der er outdated, men derimod tankegangen omkring det.<\/p>\n

I dette indl\u00e6g vil vi dykke ned i, hvordan du i en digital tidsalder kan g\u00f8re intelligent direct mail til en del af dine kommunikations-pallette, samt hvilke foruds\u00e6tninger, der skal til, hvis du vil skabe resultater med dine direct mail indsatser.<\/p>\n

Det ene udelukker nemlig ikke det andet, og den bedste effekt kan i mange tilf\u00e6lde opn\u00e5s ved at kombinere fysiske og digitale kanaler i dine indsatser og kampagner. Men det kr\u00e6ver et nyt syn p\u00e5 direct mail. Et intelligent syn.<\/p>\n

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<\/h2>\n

4 foruds\u00e6tninger for at lykkes med intelligent direct mail<\/h2>\n

<\/strong><\/h3>\n

<\/strong><\/h3>\n

Hvorfor er direct mail relevant for din kampagne?<\/strong><\/h3>\n

Det f\u00f8rste du skal have styr p\u00e5, inden du g\u00e5r i gang med direct mail, er hvorfor du vil g\u00f8re det. Hvorfor er direct mail en relevant kommunikationskanal for din virksomhed og den specifikke kampagne? Hvad er form\u00e5let med at inkorporere denne kanal? M\u00e5ske har du ikke modtagers e-mail samtykke? Eller m\u00e5ske har du oplevet faldende \u00e5bningsrater og resultater?<\/p>\n

L\u00e6s mere om dette i vores guide til Direct Mail her.<\/a><\/p>\n

 <\/p>\n

Hvem skal modtage direct mail?<\/strong><\/h3>\n

Ovenst\u00e5ende sp\u00f8rgsm\u00e5l h\u00e6nger un\u00e6gtelig sammen med, hvem din m\u00e5lgruppe er. Er din m\u00e5lgruppe for eksempel slet ikke digitalt til stede, er direct mail en oplagt vej at g\u00e5.<\/p>\n

N\u00e5r du har afd\u00e6kket form\u00e5let med indsatsen\/kampagnen, skal du alts\u00e5 beslutte, hvem der skal modtage dit budskab. Det kan umiddelbart anses som en simpel \u00f8velse, hvis dit udgangspunkt er bare at m\u00e5lrette budskabet til alle dem, der ikke har k\u00f8bt dit produkt endnu. Men s\u00e5 b\u00f8r du nok t\u00e6nke dig om en ekstra gang.<\/p>\n

Vores klare anbefaling er, at du bliver en tand mere kritisk i udv\u00e6lgelsesprocessen, s\u00e5 du arbejder med at g\u00e5 fra en forestilling om \u201ds\u00e5 mange som muligt med den allermindste sandsynlighed for interesse\u201d til \u201dden halvdel, som har st\u00f8rst sandsynlighed for at v\u00e6re interesseret\u201d.<\/p>\n

Og hvordan g\u00f8r du s\u00e5 det?<\/p>\n

<\/strong><\/h4>\n

Her er vores bedste scoretrick<\/strong><\/h4>\n

N\u00e5r du arbejder med intelligent direct mail, er det en god mulighed at benytte en scoremodel til at udv\u00e6lge din m\u00e5lgruppe. Ved hj\u00e6lp af kundedata kan du f\u00e5 sat en score p\u00e5 alle emner, s\u00e5 det bliver tydeligt, hvad sandsynligheden for, at de vil k\u00f8be, respondere eller finde budskabet relevant er.<\/p>\n

Denne scoremodel kan du l\u00e6se mere om i vores whitepaper om intelligent direct mail, som kan downloades gratis her.<\/u><\/a><\/p>\n

 <\/p>\n

Hvad skal du fort\u00e6lle med direct mail?<\/strong><\/h3>\n

De fleste virksomheder med en vis volumen p\u00e5 deres e-maillister opererer med opdelte lister, n\u00e5r de udsender nyhedsbreve og andre former for e-mails. S\u00e5 hvorfor ikke g\u00f8re det samme, n\u00e5r det kommer til fysiske breve?<\/p>\n

Dine kunder og kundeemner er ikke ens, s\u00e5 derfor b\u00f8r de helt sikkert heller ikke modtage samme budskab. S\u00e5 hvordan kan du differentiere dit indhold, s\u00e5 dine kunder modtager indhold, der er optimeret og relevant for dem?<\/p>\n

Skal du lave fem varianter baseret p\u00e5 dine segmenter?<\/p>\n

De fleste kunder har individuelle behov og ser ikke sig selv som del af et segment, og derfor anbefaler vi heller ikke denne l\u00f8sning.<\/p>\n

I stedet vil den bedste l\u00f8sning v\u00e6re at skabe m\u00e5lrettet indhold, som modtageren finder relevant. Det kaldes \u201ddatastyret indhold\u201d og kan nemt ende ud i tusindvis af varianter. Det er i virkeligheden en simpel \u00f8velse, men som kan v\u00e6re kompleks, hvis du ikke har styr p\u00e5 dit datas\u00e6t og dine indholdskomponenter (tekster, priser, billeder, underskrifter osv.). Men alt dette skal enhver direct mail leverand\u00f8r kunne hj\u00e6lpe med.<\/p>\n

Er du i tvivl om, hvordan du finder den rette direct mail leverand\u00f8r, giver vi dig her 6 sp\u00f8rgsm\u00e5l du b\u00f8r stille din leverand\u00f8r af direct mail, s\u00e5 du f\u00f8ler dig tryg ved, at samarbejdet giver resultater.<\/u><\/a><\/p>\n

 <\/p>\n

Hvorn\u00e5r skal du udsende direct mail?<\/strong><\/h3>\n

Hvad g\u00f8r sig g\u00e6ldende for din al kundekommunikation og alle dine kampagner er, at timingen skal tages alvorligt. Det nemmeste vil selvf\u00f8lgelig v\u00e6re at udsende alle dine direct mail breve p\u00e5 \u00e9n gang. S\u00e5 slipper du for at t\u00e6nke p\u00e5 d\u00e9t indtil n\u00e6ste udsendelse.<\/p>\n

Men hvis du skal opn\u00e5 en effekt \u2013 og en oplevet relevans \u2013 af din udsendelse, s\u00e5 b\u00f8r du t\u00e6nke p\u00e5, hvorn\u00e5r det bedste og mest relevante tidspunkt at modtage budskabet er for din kunde.<\/p>\n

Dette kan du g\u00f8re ved fx at betragte dine kunder ud fra fx k\u00f8bshistorik og kundelivscyklus og p\u00e5 baggrund af denne lave flere mindre udsendelser, som rammer med det rigtige budskab p\u00e5 det rigtige tidspunkt. Det kan v\u00e6re adf\u00e6rdsbestemt, fx ift. kundens sidste k\u00f8b, respons eller bes\u00f8g, eller \u00e5rsagsbestemt, fx ift. kundens f\u00f8dselsdag eller flytning, eller m\u00e5ske \u00e5rstidsbestemt, fx ift. jul, p\u00e5ske eller sommerferie.<\/p>\n

Mulighederne er mange og resultaterne taler for sig selv.<\/p>\n

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I takt med, at mulighederne for digital kommunikation og markedsf\u00f8ring er steget, er brugen af fysiske breve faldet. En, i manges \u00f8jne, naturlig udvikling. Men betyder denne udvikling, at vi ikke l\u00e6ngere kan retf\u00e6rdigg\u00f8re de fysiske breve som kommunikationskanal? Er direct mail outdated?<\/p>","protected":false},"author":4,"featured_media":630,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-629","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nSADAN BRUGER DU DIRECT MAIL MED DIGITALE KANALER<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.express.dk\/en\/sadan-bruger-du-direct-mail-i-en-digital-tidsalder\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SADAN BRUGER DU DIRECT MAIL MED DIGITALE KANALER\" \/>\n<meta property=\"og:description\" content=\"I takt med, at mulighederne for digital kommunikation og markedsf\u00f8ring er steget, er brugen af fysiske breve faldet. 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