According to research by the Direct Marketing Association (DMA), direct mail achieves a 4.4% response rate, compared to 0.12% for email.
Step 1: Create A Direct Mail Channel
Start by creating a new Direct Mail Channel in your Admin section. I’ll keep my example simple with Sent and Engaged Statuses because Marketo has limited capabilities to track direct mail initiatives out-of-the-box, whereas add-ons like Printing for Less can trigger the send of direct mail based on user behavior and track your send to a prospect or customer.
Step 2: Enable Personalized URLs (PURLs)
Step 3: Build Your Direct Mail Program