Did you know that 54% of consumers say they want direct mail from brands that interest them? Direct mail is a great way for your business to get in front of prospective customers and see results.
But who do you send your promotional mail to and how do you convert them into leads? Continue reading to discover how you can start your campaigns and get more direct mail leads.
Direct Mail Strategy
There are two different strategies when it comes to direct mail marketing; saturation mailing and targeted mailing. Saturation mailing is sent to a group of people within a large segment.
Usually, this segment is based on geography. For example, a brick-and-mortar local supermarket could use the saturation mailing strategy to send out coupons within 5 miles of their store, regardless of demographics.
Targeted mailing, on the other hand, is when you refine your message to speak to a specific audience based on their interests and needs. For example, a college university could send direct mail to high school seniors and promote different majors based on the student’s interests.
Knowing your buyer and segmenting your audiences will help you determine which strategy is best for you and your business.
Direct mail advertising is still known to be a successful tool to gain new customers. The most successful direct mail campaigns occur when companies know their buyer. Use your historical purchase data to understand your audience(s). Here are a few different segments you can use to create your target markets.
- Geographic – physical location
- Demographic – age, ethnicity, occupation, educational level, and gender
- Behavioral – buying habits and interests
Segmentation will not only help you save money in the long run, but it will also increase the probability that you’ll see results.
Choose the Right Format and Style
The design of the mailer matters. While understanding your buyer, you always need to be sure your mailer is eye-catching. You can choose between brochures, business cards, direct mail postcards, catalogs, flyers, banners, and much more.
Each format communicates something different to the consumer so you want to be sure you have the right format for your business. For example, brochures can give lots of information about your company while a business card is very direct and to the point.
Be sure to also think about colors and layout so your mailer is easily digestible to the customer.
Messaging and CTA
Once you have your prospect’s attention, you want to be sure you give them the right information and a call-to-action (CTA). Start with your original goal for sending the mailer. Do you want them to contact you, use a coupon, or register for a mailing list?
Keep the messaging concise and digestible. Be sure to make the call-to-action noticeable and informative. Make it clear to your visitors where they will be going and what they can expect to find when they get there. Remember that once they take action, you’ve got your lead!
Direct Mail Leads
Now that you know who your buyers are, which format and style mailer you’re using, and what action you’d like your prospects to take, you’re ready to send your mailer! Following this outline will help you save money, target the right audience, and get more direct mail leads.
For more information on direct mail advertising, contact Modern Mail today!