Direct mail advertising is a very effective method of marketing your product or services to potential clients and customers for a variety of reasons. Throughout the years, statistics have continued to prove that direct mail marketing is still more efficient than other marketing methods — more than half of the recipients of well-designed direct mail campaign materials go on to make a purchase or otherwise engage with a product or brand!
Here are five steps to consider to achieve a successful direct mail marketing campaign:
1. What is Your Campaign’s Purpose and Objective?
What is it that you expect your direct mail campaign to achieve? How will you measure the success of your campaign? For example, are you trying to make direct sales? Secure solid sales leads? Are you trying to drive traffic to your website or increase brand awareness?
Set your purpose, and then determine how you will measure the results. Perhaps you are looking to get a specific number of inquiries or have a set number of people visit your store. Make sure you have your purpose and objectives firmly in place before executing your campaign.
2. Is Your Target Audience Defined?
Identifying your target audience is absolutely crucial if you want to stay on budget and get the greatest results for the least amount of money. Analyze your current customers and find out what they share in common to help you determine who your target audience is and what their pain points are. Understanding your customers’ needs based on their backgrounds, lifestyles, and interests will save time, prevent budget strain, and increase your response rate. This is a good time to update your current mailing data and create a new and improved direct mailing list for your campaign.
3. What Will Your Offers Be?
Once you’ve set your campaign’s purpose and objectives and have your target audience list in place, you’ll be in a good position to make a list of the personalized offers you’d like to promote. You could also organize competitions and offer free gifts and samples to attract more customers. To maintain your current clientele, you could design loyalty programs or valued customer awards as well. Take the time to make your offers attractive to your potential customers. Everyone loves a sale, but “Free,” “Discount,” and “% Off” offers still create the same impact they did decades ago.
*Don’t forget to include your current customers! They’ve helped you create your brand and should be included in any freebees or rewards programs, too.
4. Are You Keeping it Simple and Clean?
One of the biggest mistakes marketers make is mailing content that is cluttered, confusing, or hard to read, so make sure you provide valuable content and attractive graphics. Try to avoid going overboard with screaming headlines and exclamation points. Convey your message clearly, with direct and precise, easy-to-understand content. Less is often more with direct mailing campaigns — an accurate presentation of your offers will attract more customers than big, empty promises and uber-wordiness. Add photos when appropriate so your customer knows what you’re offering.
5. Where’s Your Call to Action?
Most direct advertising campaigns are time-sensitive – they offer a specific deal for a specific time. Let your potential customers know that the time to act is now. Don’t go overboard exaggerating how “limited” your offer is, just let them know the facts, and what they need to do to take advantage of your offer. Your call to action instills brand loyalty and inspires them to engage with you about the offer rather than contacting another company for the product or service. This results in actual leads and real customers. Your call to action could be as simple as “Stop by today, our sale ends soon!” or, “Call now for a free estimate,” or, “Visit our website today for an exclusive thank-you offer!”
Tying it All Together
Once you’ve considered these five steps, you’ll need to make sure you roll it out at the right time.
Consider the logistics of setting up each stage of the plan with a buffer for miscellaneous tasks that may arrive. Make sure you hit your deadlines to ensure your promotional materials arrive at the right time, in the right season, and with plenty of time for your target audience to receive, process, and respond to your direct mail.
Ready to explore how a direct mail marketing campaign could drive your business and build your brand? To learn more about how we can help with your marketing needs, contact the Higher Information Group team today.