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5 Easy Steps to Connect with Your Community Using Multi-channel Communications

Written by Michelle Toivonen Director of Strategic Marketing

Few city governments have the time or resources to run the kind of communications efforts that reach all the homes in their communities. We can help with that!

We offer a communication tool that integrates direct mail with social media matching for Facebook and Instagram, inbound call tracking, and Informed Delivery email. This approach significantly increases the likelihood your community will see and engage with your communications. Here’s how it works!

Step 1: Direct Mail to the Home
We can use your list or we can help you get a fresh version. Then we’ll help you get your communications delivered in a timely, budget-friendly method. When you ask for our multi-channel campaigns, we will add a lot of value for just a little more than what you’re used to paying for postage! 

Step 2: Integrate Multi-Media & Mail
Use our online dashboard to turn your next mailing to prospective community members into a multi-media blitz that community members and their parents will see in the mailbox, on their desktops, and on mobile devices.

Step 3: Stay Social with Targeted Messaging
Stay socially connected with posts appearing in the Facebook and Instagram feeds of the people in your community -- even if they have not connected with you yet. We will find and inform them for you!

Step 4: Informed Delivery® Email
Get around the spam filter with the USPS opted-in email system. When we process your mailing list, we’ll add an automated email to your community members who opted in for Informed Delivery email. With over 30 million Americans receiving daily emails, you don’t want to miss out on this option.

Step 5: Report & Recommend
You’ll have your own dashboard to view all the mail, email and social media delivery and activity. 

Learn how to quickly stand up a community communications campaign. We call this digital+post -- and it will target community members you have now and will grow your list of community members with whom you have not yet connected.  The following deep dive will describe the tools we use to achieve this in 5 Easy Steps. The takeaway is that by working with Midwest Direct, you can quickly achieve targeted communications to your valuable community members in multiple channels -- and most of the campaign results are reported in near-real-time (daily sync) and fully visible in one dashboard. 

Does all this sound expensive? It’s not! You can turn your next mailing campaign into a multichannel communications blitz for just a few extra pennies per record on your next mail campaign. 

Contact us today for more information -- or read on for the deep dive!


Step 1: We Start with Direct Mail
Direct mail is still one of the most effective methods to reach your community members. Modernize this great communication channel by adding online communications (Facebook, Instagram, Informed Delivery Email) directly to your effort. Here’s how: 

Step 2: Integrate Multi-Media & Mail
Use our online dashboard to turn your next mailing to prospective community members into a multi-media blitz that community members and their parents will see in the mailbox, on their desktops, and on mobile devices.

When you use our digital+post dashboard, you integrate mail, informed delivery email, and social media posting in one campaign. The dashboard empowers you to see your results in near-real-time reporting and allows you to adjust your online ads anytime you wish. So, you can be responsive to the results you’re getting. 

In addition to making it easy to integrate channels, this method extends the impact of your efforts from one touch to multiple touches in the mail, email, and social media.  This creates better awareness and messaging retention. Additionally, the online ads and social media posts support response rates long after the mail has been received -- effectively circling your audience back to your message. 

Step 3: Stay Social with Targeted Messaging
Stay socially connected by appearing in the Facebook and Instagram feeds of the people who live in your community  -- even if they have not connected with you yet.

You’re probably already running social media accounts and actively advertising there. This is different. We will match the people on your mailing list with their social media profiles and place your ads in their feeds. This means the folks on your list will see your ads -- and no one else. No robots, no ad fraud. Our match rate floats between 40-60%, but we can guarantee that those matches will be targeted with your ads. How great is that? Now you can stay social with your most important prospects during your active recruiting campaign.

Step 4: Informed Delivery® Email
Get around the spam filter with the USPS opted-in email system.

Informed Delivery® is an email sent to anyone who has opted-in to receive an email showing what will arrive in their mail. As of the date of this writing, over 30 million US citizens have. We will upload your mailing list to the USPS Informed Delivery® email service and those on your list who have opted in will receive an email with a scan of your postcard and a clickable link to take them to your landing page -- often before the mail arrives at their home! The open rate averages over 60% and CTR is near 18% on average. This is an extremely valuable channel that you can only access through a mail provider with the USPS. You’ll see the number of matches and your response rate on your dashboard so you know how effective this is.

Step 5: Report & Recommend 
Actively track and update your campaign with our intuitive, easy-to-use dashboard that reports on mail delivery, email, and social media CTR. Online ad response rates include WHO clicked through to your site. 

Your campaign will be fully loaded into your own custom digital+post dashboard. All the key performance indicators (KPIs) are reported at the top, then broken out in detail. You can download your mailing list, active members, and see your social media activity all in one view. You can also change the artwork for your ads and social media as your campaign progresses, empowering you to be truly responsive throughout the campaign. 

Here’s a quick view of the key performance indicators.

Contact us and ask for a live demo to see the in-depth reporting available to you. 

Get Started!

In order to do this, all you need is your mailing list (or ask us for one), to create your postcard, your landing page, a clickable link for our Informed Delivery email, online ads, and Facebook/Instagram ads. You can even add inbound call tracking & private recording. If that sounds a little overwhelming, let us know. We can help! 

Learn More About This Advanced communication Tactic:

If you’d like to capture the home addresses of prospective community members who visit your site but didn’t leave an email,  we have advanced software and tactics to give you exactly that. You can use this advanced marketing tactic to make next year’s list of prospective community members your most relevant. Ask us how to implement our advanced marketing tactics for better response rates.

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