4 Goals Every Direct Mail Campaign Should Have

Do you think a direct mail campaign is outdated? Think again.

No matter how beautifully you craft your marketing emails, the average viewer will only look at it for 2 seconds. That’s it.

Compare that to a piece of direct mail, which has an average shelf life of 17 days. Would you rather your potential customers consider your marketing materials for 2 seconds—or 17 days?

The advantages of direct mail marketing campaigns are clear. Still, for your best chance of success, you have to start out with clear goals in mind.

Here are 4 goals you should consider before planning your next campaign:

1. Address Business Challenges

Is there a specific hurdle you’re trying to overcome as a business?

Maybe you’re new and no one in the community knows who you are yet. Perhaps your community has mistaken beliefs about your company, like the notion that you’re too expensive.

Perhaps you’re trying to boost those seasonal dips in sales with an off-season special. Or maybe you’re ready to launch a new product or service.

Before you build your marketing materials, think of any current challenges you have and how this particular campaign can overcome it.

2. Build Brand Awareness

Consistent branding can increase your overall revenue by up to 23%.

Even if your marketing campaign doesn’t result in an immediate sale, you’re still raising customer awareness. Most direct mail pieces are short, sweet, and to the point—perfect for leaving a favorable impression of your business.

When used with other marketing channels (email, social media, etc), you’re further increasing your brand’s visibility. The more familiar people are with your brand, the more likely they’ll be to buy from you.

3. Generate New Leads & Conversions

90% of direct mail gets opened, compared to less than 30% of emails. This makes direct mail marketing a premier way to get your business in front of potential customers.

When you target new customers, at least some of the recipients will respond to your call-to-action. If you offer a free trial product or service, that’s likely to lead to repeat business down the road.

You can also target past customers and offer an incentive to return to your company. Direct mail is also a good tactic for upselling, cross-selling, or repeat selling to existing customers.

4. Improve Customer Retention & Loyalty

Mass marketing efforts often fall on deaf ears—people who aren’t actively seeking your product or service.

In contrast, direct mail allows you the chance to fine-tune your marketing efforts to those most likely to buy from you. This personalized service gives you the chance to communicate one-on-one with potential customers.

After a sale, keep your customers happy with follow-up pieces like coupons or vouchers. Offer further incentives if they refer a friend or make a repeat purchase.

Ready to Launch Your Next Direct Mail Campaign?

Now that you’ve got clear goals in mind, what’s next?

Once you’ve planned out your direct mail campaign, all that’s left to do is find a reputable printer near you.

Are you lucky enough to live in the Tampa/St. Pete area? Click here to learn about our printing company and how we can make a success of your next campaign.