It’s not uncommon for marketers to overlook direct mail as part of their strategies. After all, email can cost a lot less, and many people think it’s more effective.
Direct mail actually beats out email though. It has a much higher response rate, which can be the difference between a successful campaign and a dud.
Of course, you have to use direct mail marketing services the right way if you want to see high response rates. These five tips will help you steer your next direct mail campaign to better results.
1. Know Your Audience
The most successful direct marketing campaigns resonate with their audiences. Before you do anything else, sit down and figure out who your audience is.
It’s easy to think your product or service will appeal to “everyone.” Homing in on the people most likely to be interested will help you create a better campaign.
Knowing your audience allows you to craft messages that appeal to them. Your design and imagery may also shift depending on who your audience is.
2. Craft A Call To Action
With a clear picture of your audience in mind, you can begin working on design and copy. You’ll want to pay special attention to your call to action, or CTA.
A CTA directs the recipient to do something. You might ask them to “book now” or “call for a free assessment.” You might also offer discounts or free gifts to entice people to shop with you or make an appointment.
3. Work With Direct Mail Marketing Services For Logistics
Next, you’ll want to think about logistics. Who will design your direct mailer, and who will print it? Once it’s printed, how will it get to the hands of your potential customers?
Direct mail marketing services have you covered here. The right provider can offer end-to-end service, helping you every step of the way. Once you’ve signed off on the design team’s work, they’ll coordinate printing and mailing services.
Working this way can save you time, frustration, and a little bit of cash too.
4. Measure Your Success
You could run the best direct marketing campaign and never know it if you don’t have the right metrics in place. You must measure your campaign to see how successful it was.
Measuring direct mail is a little trickier than measuring digital marketing efforts. It’s more difficult to determine how many people looked at the brochure you mailed out, for example.
Still, there are ways to measure the success of a campaign. One way is to measure how many people use a code to get a discount or claim their free gift. You may ask for people to tell you how they heard about you when they sign up for a free consultation.
All these methods can give you some insight into how many people saw and responded to your mailer. They can also help you collect demographic data that will help you target your audience in the future.
5. Calculate Your ROI
Finally, successful direct mail campaigns should deliver a fairly high ROI. Crunching the numbers to determine ROI is another way of measuring success.
With ROI in hand, you can report on your direct marketing success. Working with the right direct marketing mail services provider can help you increase ROI even more.
Prepare For Mailing Success
Use these direct mail marketing services tips to propel your next campaign to new heights.
Are you still looking for the right provider? It’s time to get in touch with the experts.