The Role of Direct Mail at Each Stage of the Customer Journey

The Role of Direct Mail at Each Stage of the Customer Journey

A customer journey is the complete experience that a customer has with an organization. It comprises of all interactions your audience has with you across all channels, devices and touch points throughout their lifecycle – from awareness to loyalty.

The Awareness Stage

At the beginning of the customer journey, they discover that they have a problem and are looking for a solution.

Customer Journey

In this phase, you are working to attract attention, gain visibility, and show customers how you can help them reach their goals and get what they want and need.

Direct mail is a very efficient way to provide customers with information about your company. Research shows that while 94% of physical mail is opened, read, or filed; only 20% of emails are opened. In addition, 41% of people searched online for more information about a company as a result of receiving mail.

The Consideration Stage


By this phase, your prospects have already done their initial research and are aware of some of the options that they can choose from. They have narrowed their options, but they are still looking for more information.

Customer Journey

It is often during this stage that prospective buyers will look for more information by entering their information through one of your forms, by calling the number on your website, or by using your social media channels.

Provide Relevant Information

A study by Epsilon shows that 53% of buyers feel information relevant to their needs has a positive impact on their purchasing decisions.

Your Direct Mail piece needs to offer information about how your company can solve the problems your prospects expressed in the awareness stage.

You should be addressing questions such as:

“How can your company address my pain points?”

“Is your solution affordable?”

“Is your product or service efficient? Is it fast?”

Customer Journey

Personalise Your Pieces

Personalisation and customization shows consumers you appreciate the interest they’ve shown in your business.

Adding a name to your mail piece can increase response rates by 135%, and targeting on a 1:1 level is proven to boost response rates by at least 50%. Also, according to Epsilon, 33% of consumers feel the most influential communications they receive address them by name or include other personal information.

The Decision Stage

When your prospect reaches the decision stage of the Customer’s Journey, they should have all the information needed to make an informed decision.

They narrowed their options and decided on some of those options that would offer a solution to their problems. They are now trying to determine which of these would offer the best product or service at the best value for their money.

In the decision stage, your goal is to stand out from the competition and position yourself as the superior choice. Make sure prospects know everything they need to know about you so their decision is an easy one.

The Post-Purchase Stage

Customer Journey

The post-purchase phase occurs after the purchase has been completed by the customer. In this stage, you may ask for feedback and offer suggestions for other products and services which could be useful to your audience. The most effective post-purchase strategy focuses on being helpful and value-added.

Keep in Touch for Repeat Business

Customer Journey

According to Marketwired, people are 27% more likely to purchase from you again after buying from you the first time. Direct mail is a friendly, non-invasive way to keep in touch with customers.

Cultivate Customer Loyalty

You may want to send personalised mail pieces that thank your customers for their loyalty. You can also offer an exclusive discount or other promotion to encourage repeat business.


Azure Communications has the experience and expertise to help you create Direct Mail campaigns for each stage of your Customer Journey.  Call us at (0)1 531 2695 or email