Direct mailing is a marketing tactic that averages a 29% return on investment.
It’s a traditional strategy that’s been around for a long time, but it has far from worn its welcome. Living in these challenging times, direct mail can help maintain your brand’s image and keep your company at the forefront of your buyers’ minds.
Considering the high success rates businesses small and large have with direct mail, you’re probably wondering how you can use this strategy for yourself, especially during COVID-19.
The first step is finding people to send your materials to in the first place.
Keep reading for the comprehensive guide on how to make the ultimate direct mailing list during a pandemic.
Define Your Target Audience
As with all business strategies, the first step is to know who you’re marketing to.
This is essential because it not only keeps your content effective, but ensures that the right people are getting the message.
If you fill up your marketing list with every address you can get your hands on, most of the people on it will be uninterested in your products or services. You just wasted a ton of money.
Defining a target audience in advance also helps you find people to add to your mailing list.
This is because a target audience is defined by factors like demographics and psychographics. Demographics include data such as age, gender and geography. Psychographics, on the other hand, evolved around lifestyle preferences like hobbies and interests.
Knowing your audience’s demographics and psychographics can tell you where to go to locate these individuals. In addition, it tells you where they might be based on their interests.
On the topic of demographics, it’s important to note that direct mailing is a great strategy for all demographics and not just for older individuals. Studies show that of younger individuals between the ages of 18 and 29, 95% enjoy receiving physical mail.
While the majority of people like receiving mail, your direct mail target audience may vary due to COVID-19. If this happens to you, don’t be afraid to increase your recipients to include a wide variety of new customers. Now is the time to consider a direct mail marketing campaign for increasing brand exposure.
Generate Your Own Data
Now that you know who you’re mailing to, you can start generating your direct mailing list.
If you run a business, chances are you already have a collection of data for your past and current customers. This is a great place to start. After all, you already know that these people are interested in your product or service. Plus, you are strengthening your relationship with them during these concerning times.
You can also collect address leads at business-related events, through newsletter signup forms on your website, or by offering incentives and resources in exchange.
It’s important, however, that you sift through this data and update it on a regular basis. Incorrect and repeat entries result in wasted money and annoyed recipients.
Once your mailing list reaches a certain length, it can be hard to manage on your own. That’s why there are data hygiene experts that can help you keep your data accurate and optimized.
Buy or Rent a Direct Mailing List
Once you’re ready to take your business and marketing mail lists to the next level, you should consider buying or renting a direct mailing list.
Although it costs more, this is the easiest route and most effective at reaching a large number of customers you couldn’t otherwise obtain.
You can buy a direct mailing list from experts who have compiled the data for you.
They usually obtain address data from responses to other campaigns or from databases that group people based on specific demographics and psychographics.
Launch Your Successful Campaign
Direct mailing is a successful marketing tactic with a high ROI for all age brackets.
The trick to creating a successful direct mailing campaign is an extensive and accurate direct mailing list. With everyone staying at home due to COVID-19, let your direct mail campaign be something your audience looks forward to receiving in the mail.
Developing such a list can be intimidating. Just remember to consider your target audience, your past and current clients. As well as data collecting options that suit your business website, and looking to a professional service if you need a little help.
If you found this article to be of help, check out our mailing services for your marketing needs. We can help you assemble an effective direct mail campaign even if your remote and are working from home.
Contact us to begin.