Direct mail marketing still pulls in great results, even in the Internet age. When done right, direct mail can have response rates of five percent or more, depending on the type of list you use.
To achieve these results, you need the right direct mail marketing strategy. These five best practices will help you get started on the right foot.
1. Decide What Material To Send
Direct marketing best practices start with tips about how to choose what to send. Here, we’re talking less about whether you should send a brochure or a postcard. You should think more about what you want to achieve by sending direct mail.
What buyers are you targeting? Are they at the top of your marketing funnel, or are they closer to the bottom? If they’re at the top, you’ll want to send marketing materials aimed at creating awareness.
2. The Details Are In The Data
Effective mail marketing in the digital era is powered by data. The most important information you have is about your customers.
Some of the data you have on hand will point you toward your target audience. Take a look at the demographic details of your current clientele. Who buys from you, and who buys most often?
Another important part of data is making sure you keep it up to date. People may move or change their names. If your mailing list is full of outdated information, your direct mail may not make it into the hands of people who want to buy from you.
3. Add Personalization To Your Direct Mail Marketing Strategy
Personalization is everywhere in marketing these days. Direct mail marketing is no exception.
If you haven’t already adopted personalization for your strategy, it’s high time to do so. Customization can be as small as adding someone’s name to your template. If you want more, try customized offers based on different people’s interests.
With personalization, your content is more likely to resonate with the people you’re trying to reach. In turn, they’re more likely to take the next steps and convert to a sale.
4. Master The Multichannel
To master marketing, you can’t focus solely on effective direct mail campaigns. Instead, think about mastering many marketing channels.
Direct mail is more effective than email marketing, but what if you were able to combine the two? A drip email campaign after someone makes an appointment or claims a free gift could turn into a sale later.
Don’t forget other channels as well. Radio ads, pay-per-click, and more can all play a role in an integrated strategy.
5. Make A Compelling Call To Action
Perhaps the most important part of direct marketing strategies is making sure you have a compelling call to action for your audience.
The call to action tells them what to do next. It could be asking them to pick up the phone to schedule a free consultation. You could ask people to sign up for updates on your website, or you might offer them a discount if they order now.
The more compelling your call to action, the more likely people are to take you up on it.
Marketing Success Signed, Sealed, Delivered
These best practices can help you develop a stronger direct mail marketing strategy. If you’re ready to start on the road to direct mail success, get in touch. Our expert team is ready to help.