In the age of modern technology, people might not automatically think of direct mail marketing services when trying to appeal to customers. But evidence shows direct mail marketing can be a more effective strategy than online ads.
Sending physical mail with promotional offers, coupons, or information about your business remains an effective strategy… if it’s done right.
The Dos in Direct Mail Marketing
It’s important to have a plan and strategy before sending out your physical mail. Keep reading the tips below to learn the three main dos when using direct mail marketing services!
1. Optimize Your ROI with 40/40/20
In order to make direct mail marketing work for your business, you want to ensure you’re actually making money, and optimizing your ROI, or return on investment.
There’s a rule in marketing called 40/40/20.
This basically says that 40% of your success will depend on an effective mailing list. Another 40% comes from the offer you’re giving your customers. Finally, the last 20% is a result of everything else, including the flyer design, the text, the images, etc.
2. Do a Test Run
With direct mail, it’s important to make sure you’re actually reaching your intended audiences. If your business is promoting a family service and you send your mail to only college students, you’ll miss the mark.
Do a test run and send your mail to a small area within the city or town you operate in, and then measure the ROI.
3. Create an Effective CTA
A CTA, or Call to Action, is the reason you’re sending out your direct mail. Are you promoting an event or giving out a coupon?
Having an effective CTA will incentive your audience to actually visit your business or website. This will help you get that return on investment, so make your CTA count.
The Don’ts
Effective direct mail marketing means you need to avoid certain key mistakes. Keep reading to learn the don’ts of creating a direct mail campaign.
1. Forget to Edit and QA Before Sending Out
If there’s a huge typo in your direct mail, it’ll appear unprofessional to your audience. You’re spending money to send physical mail, so make sure you proofread before it’s printed.
QA or quality assurance is important in general, and you want to see what your design will look like before you print all of the copies.
2. Forget to Measure Success
In order to track ROI and success, you need a CTA that will allow you to measure the new customers you’re getting from your direct mail. You can do this by counting and tracking the number of people who use your coupon code or requiring people to bring the mail to your business.
3. Forget to Follow Up with Customers
If your goal is to ultimately increase traffic to your business, it’s important that you make your direct mail count and follow up with your new customers later.
You can do this by requiring them to give an email address when they use your code or mailer. This will be a cheaper long term solution.
Direct Mail Marketing is Effective When Done Right
Direct mail marketing services have seen a decline with the rise of technology. But when done right, these can be just as effective or even more effective than online advertisements.
Contact us today to discuss all your printing needs in Clearwater!
