Your direct mail strategies could use a revisit, right?
That’s probably why you’re here, to find out what you could be doing better. Well, there are hundreds of different things you could be doing to enhance your mail marketing campaign. However, there are a few things that you should be doing.
When it comes to your direct mail strategies, make sure you’re doing three things.
Using the right medium
Not every company is the same and therefore not every company should use the same content medium. Direct mail marketing is effective, but it isn’t a universal fix for every business, it needs to be personalized and unique. That’s why you should pick the material that best suits your company as well as your target audience. Direct mail postcards tend to be the medium of choice for many businesses, but perhaps that’s where you’re falling short. You want to stand apart from the crowd and intrigue the recipients with a unique piece of mail. Consider useful objects such as magnets or bottle openers, or simply change it up by sending a brochure or a greeting card instead. Be relevant to your prospect and stand out in the mail, that is key to a successful direct mail campaign.
Get in your customer’s head
If you were the customer, what would make you pick up that piece of mail and read it? Chances are, you get your own direct mail on a daily basis. What makes you look at them? Do you respond to any of them? Getting into your customer’s head and “being the customer” can help you figure out an effective way to reach them. If you are trying to find new customers that look like your current customers, ask your customers what would make them respond to a direct mail piece. Chances are if you are trying to target like prospects, they too will respond to those offers. Maybe your customers like bland and boring and you’ve been adding too much sparkle to your mail, or maybe they like to see patterns and you’ve been using plain-paper. Little things can make a world of difference and standing out in the mail to your prospects is what drives results!
Probably the most ignored part of direct mail advertising is following up with the customer after they’ve received your initial contact. Studies show hat sometimes it takes three contacts of your brand/logo for a potential customer to remember what you do. So, if you’ve identified a potential prospect as a good target market, then keep your marketing message in front of them. The more they see your message and offer, the more likely they are to use your business.
Direct mail is powerful; 60% of direct mail recipients were persuaded to visit a promoted website, particularly those who are first time shoppers, according to a USPS study. That means your direct mail strategies need to be effective.