Creating an effective direct mail campaign can be a great way to reach potential customers and generate leads. Here are some steps to follow when creating a direct mail campaign:
Define your target audience: Who are you trying to reach with your direct mail campaign? Define your target audience based on demographics such as age, gender, location, income level, and interests.
Craft your message: Your message should be clear, concise, and persuasive. Focus on the benefits of your product or service and how it can solve a problem or meet a need for your target audience.
Choose your format: Decide on the format of your direct mail piece, such as postcards, letters, brochures, or catalogs. The format should be visually appealing and fit the message you want to convey.
Design your mail piece: The design should be visually appealing and include a clear call-to-action. Use high-quality images and graphics to grab the reader’s attention and highlight the benefits of your product or service.
Develop your mailing list: Compile a list of potential customers to send your direct mail to. This can be done by purchasing a targeted mailing list or using your own customer database.
Test and refine: Test different versions of your direct mail piece to see which one generates the best response rate. Refine your message and design based on feedback and results.
Follow up: Follow up with potential customers who respond to your direct mail piece, whether by phone, email, or in-person. Nurture these leads and continue to provide value and build a relationship with them.
By following these steps, you can create an effective direct mail campaign that generates leads and helps you reach your business goals.
A good direct mail campaign can be measured by several metrics, including response rate, conversion rate, and return on investment (ROI). The response rate measures the percentage of recipients who respond to your direct mail piece, while the conversion rate measures the percentage of those who respond and actually become customers. The ROI measures the financial return on your investment in the direct mail campaign.
A high response rate is a good indicator that your direct mail piece is capturing the attention of your target audience. A high conversion rate means that the message and offer in your direct mail piece are compelling and effective in motivating recipients to take action. And a positive ROI means that the revenue generated from the direct mail campaign is greater than the cost of creating and sending the mail pieces.
However, it’s important to note that the metrics that make a good direct mail campaign can vary depending on the goals and objectives of the campaign. For example, if the goal of the campaign is to generate brand awareness, then the focus may be on the number of impressions or views rather than response or conversion rates.
In summary, a good direct mail campaign is one that achieves its goals and objectives while generating a positive return on investment. This can be measured by various metrics, including response rate, conversion rate, and ROI, and may vary depending on the specific goals of the campaign.
Every year, U.S. businesses send out more than 150 million direct mail promotions. Are you using direct mail as part of your marketing strategy? If not, you could be missing out on an opportunity to reach a lot of new customers.
When done correctly, direct mail can provide a ton of benefits to your business and help you connect with your audience in a unique way.
Not sure where to begin when it comes to creating a direct mail campaign? Read on to learn more about how you can start and carry out an effective campaign for your business.
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Benefits of Direct Mail
Direct mail has lots of benefits to offer businesses large and small. The following are some of its most noteworthy benefits:
With direct mail, it’s easy to target specific groups with advertisements and offers that are most likely to appeal to them.
You can even purchase mailing lists to help you figure out where you should send your mail. These lists help you address folks who have already shown an interest in companies like yours and will be most inclined to make a purchase in the future.
Easy to Customize
It’s also easy to customize direct mail and make it feel more personal to the recipients.
Even simple things like including the recipient’s name in the copy or referencing a previous order and encouraging them to restock can make a big difference when it comes to reaching your audience and helping them feel like they’re valued.
Easy to Measure
Unlike some marketing techniques, with direct mail, you can easily measure the effectiveness of your campaigns. By taking note of things like who redeems your coupons, you can figure out which promotions work best for your business. Then, you can tailor future promotions to yield similar, or even better, results.
Affordable and Flexible
Direct mail is more affordable than a lot of other marketing approaches, too. There are lots of low-cost programs out there that allow you to design your own direct mailers without having to spend a ton of money.
You also have control over how widespread your promotion is, so you can print as many or as few mailers as you want and can afford. It’s easy to customize your campaign to fit your needs and budget.
Creating a Direct Mail Campaign
Are you ready to enjoy the benefits of direct mail? It all starts with the right campaign. Follow these steps to create a campaign that will help you reach your target audience:
Know Your Audience
Start by thinking about the type of person you want to reach with your direct mail promotions.
Who is your target customer? How old are they? What is their gender? Do they have kids or pets?
Don’t be afraid of asking questions or doing research. It’ll all pay off in the end.
Remember, the more you know about your target audience, the easier it will be for you to tailor your promotions to suit their tastes and catch their attention.
Think About Your Message
Once you know whom you’re addressing with your direct mail, start thinking about what kind of message you want to deliver.
What do you want them to know? What kind of offer are you going to make to retain their interest and win their business?
Will your target audience respond best to a coupon they can cut out and take to your store? Do they need an online discount count they can redeem while shopping from home?
Include a Call to Action
No matter what kind of message you include in your direct mail, make sure it ends with a clear call to action. Your call to action lets your audience know exactly what you want them to do with the information or offer you’ve given them.
Do you want them to call your office today to schedule an appointment? Do you want them to visit your restaurant to redeem their coupons or check out your new menu item?
It helps to create a sense of urgency or scarcity with your call to action, too. Let the recipient know that they have a limited amount of time to redeem their offer or that you have a limited supply of products to offer them.
Focus on Design
Don’t forget to think about the design of your direct mailer as well. The right design will get people interested in your business and help them get a better sense of who you are and what you have to offer.
If your design is cluttered or doesn’t align with your brand, you’ll have a hard time getting people to take you seriously. Keep it simple and make use of white space. Use colors that align with your logo and other branding efforts, too.
Test Different Approaches
Direct mail is a great tool for testing different marketing approaches. Consider printing out a few different types of mailers and sending them to different groups of people on your mailing list. Then, measure the results from those mailers to see which one was more effective.
Work with a Professional
You may want to consider reaching out to a professional, too.
If you’re struggling with elements of the campaign creation process, from design to distribution, investing in a professional’s services can help you streamline your approach and ensure you’re making the right decisions for your business.
It might seem excessive to hire an expert at first. The information they’ll provide is invaluable, though, and they can help you come up with the best strategy for leaflet distribution Cork has ever seen.
Start Creating Your Campaign Today
As you can see, there are some significant benefits of creating and carrying out a direct mail campaign as part of your business’s marketing strategy. If you keep the tips listed above in mind, you’ll start enjoying the benefits of direct mail before you know it.
Do you want to learn more about direct mail or other marketing techniques that could benefit your business? If so, check out the Business section of our site today for all kinds of marketing and branding advice.
You would think that direct mail marketing would be a thing of the past by now. After all, most people barely have the time to rifle through the spam folders of their email. Why would they go the extra step and physically open a piece of mail sent by a stranger?
As daunting as the idea may be, direct mail marketing still works surprisingly well. 56% of consumers say their trust in a brand has grown as a result of direct mail marketing. Moreover, 655 of consumers purchased a product or service as a result of direct mail marketing. Those odds aren’t too shabby for 2020. If you’re looking for a tried-and-true method of establishing credibility with your target audience, direct mail marketing is an excellent option to choose.
But if you’re a small business, it might not be easy to know where to start. You have another great option in addition to direct mail marketing: EDDM. EDDM stands for Every Door Direct Mail, and it’s a direct mailing service that periodically sends fliers, coupons, and announcements to your target audience. Better yet, you can narrow down your target audience to a laser focus; sort by age, gender, income bracket, education level, and household size. The United State Postal Service offers this fabulous direct mailing option, so take a look into it today.
However, the choice ultimately comes down to your priorities as a small business owner. How flexible do you want your campaign to be? How many options would you like to be able to choose from? Getting clear answers to these questions before you start your next mail marketing campaign can help you decide what will work best for you.
Now we’re going to talk a little bit about what you should look for in a direct mail marketing service.
You’ll want to go with a direct mail provider who can help you bring your ideas to life. Of course, you can’t do that with outdated or limited printing equipment. Only the latest data-processing abilities will do, too. Look for providers who have large-format presses, digital sheet-fed color, web offset, and color continuous form inkjet.
Going with a provider that gives you discounts for large orders is a great way to maximize your campaign outreach on a budget. If you can’t find a provider who can do this exclusively for you, consider commingling. Commingling is when you mix in your direct mailing pieces with other direct mailing pieces. That way, you’ll still get your campaign pieces out there on a budget. You could also go with co-palletization, which is when you mix trays of your mail pieces with other trays, instead of mingling the individual pieces together.
Variable data printing
Personalized mail makes a mark. At least, that’s what 84% of consumers will tell you. Choosing a direct mail provider who can personalize your pieces through a process called variable data printing will make your life a lot easier. You’ll be able to customize your pieces without wasting a huge chunk of time.
As the business world becomes more modern, many businesses are moving to equally modern marketing methods. As digital marketing becomes more the norm, print marketing is often being overlooked. As a modern business owner, should you be cancelling your printing service or does print marketing still have a place in the modern marketing mix?
Print is Personal
Print marketing can help your business to make a more personal connection with your customer. Direct mail and newsletters, as long as the customer opts in, when delivered through the post stand out more among a sea of email newsletters that overtake their inbox.
Make sure that any physical mail you send is personalized. Use the customers name to greet them and target the offers or news you’re sending them to their interests.
Print Grabs Attention
As businesses begin to move away from using print, most of us get much less advertising through the post. With careful targeting and quality up, this will stand out and grab the attention of your target customer. Make sure what you design looks high quality and inviting to read. Attractive print gets more engagement than yet another email that most of us just ignore.
Using more print when your competitors are lost in the inbox could give you a competitive edge and grab some more attention.
Print Doesn’t Use Technology
Not all your customers will be comfortable with using technology. If your customer base has a large proportion of older people, they may not spend much time online or on their phones, it’s not worth your while to invest a large amount of your marketing budget on digital marketing that won’t reach them.
Instead, reach your customer where they are using print. Send direct mails. Invest in posters. Take out advertising in print magazines that your target market is likely to read or subscribe to.
Even if you have a younger audience, many of us spend so much time staring at screens that we welcome a chance to have a break from it. Print marketing can still be engaged with during a screen break without the risk of turning off a customer already saturated with technology.
Print Is Trustworthy
Print requires an investment of both time and money. By taking the time and effort to produce quality print, you’re signalling to your customer that you care about your business and about them. It makes you appear trustworthy and credible. Credibility can help customers to make up their mind to buy.
Print Can Be Creative
Print offers some opportunities to do something a little bit unusual. Design unique pieces that look like envelopes, or create an interesting color wheel, or create eye catching posters. Play with texture, different fonts, bright colors and other interesting design elements to create something unique, engaging and interesting.
Print has the advantage of lasting longer than a fleeting advert, so maximize it and create attractive, striking, highly targeted print marketing pieces that will attract, engage and convert customers.