Did you know that on average, direct mail marketing yields a 13-to-1 return on investment ratio? That’s right, a simple direct mail marketing campaign could yield huge returns for you, but only if you do it right. Direct mail isn’t something you should jump right into without first knowing a bit of strategy.
There are certain things you might see from other direct mail campaigns that are simply not effective. In order to help you prevent those same mistakes, here are a few important dos and don’ts for you to remember if you want to run a successful direct mail campaign.
DO: Focus on a Target Audience
The clearer the image of your audience, the better. Before you send anything out for printing or even hire wholesale printing services, you need to know exactly who you want to market your business to. Come up with a list of names and addresses where your material will be sent, and only after that point go to the printer. List companies can help you profile your existing customers so you can find like people in your targeted area.
DON’T: Fake Customers Out
Have you ever received a letter in the mail claiming “FREE MONEY” across the envelope, only to find there’s nothing of the sort available? Direct mail is a method of marketing that allows you to build trust with your customers, not trick them into thinking you can do something that you actually can’t.
DO: Include Incentives
While you absolutely shouldn’t make false claims, it’s important to give customers an incentive to actually utilize your services. Before you move forward with digital printing, it’s important that you determine what kind of incentive you’ll include. Will it be a coupon? A special discount? What will make your prospect contact you today and now when they need a service you offer? These are the details that matter.
DON’T: Skim Over the Business Description
If you’re mailing to potential customers, it’s important that you fully explain what exactly it is that your business does. If you leave out crucial details like what kind of services you offer, you’re going to find a lot of confused customers or a lack of new customers at all.
Digital printing can make direct mail marketing easy, but don’t forget that the content printed is what matters most!