How to Tell If a Direct Marketing Mail Campaign Fits Your Goals
Did you know that 18 to 34 year olds have the best response rate to direct mail campaigns? It sounds counter-intuitive, but this young generation is so inundated with online spam that they self-filter harshly. Direct mail is a quieter form of communication and makes it easier to have your marketing message heard.
So how can you tell if marketing mail is right for your campaign strategy? Use this guide to determine if you should include direct mail in your marketing.
What Is Your Goal?
There are four stages of the customer life cycle, to make your mailings effective, you need to speak to the stage the customer is in.
- Warm lead
- Ready to buy
- Current customer
If someone is a prospect, then you want to establish trust and communication by offering them something of value. Accomplish this by directing leads to your website for a downloadable guide.
You’ll establish trust by not pushing the sale and communication by requiring an email for download. This is key because 56% of consumers think print marketing is the most trustworthy form of marketing.
Customers in the ready to buy phase can be encouraged by offering an incentive. You can push the sale harder at this point by reminding them why your company and product is the right choice.
Direct mail lets you target demographics that are harder to target online. These include marital status, age, and household income. Use direct mail to target your audience offline and then bring them into an online conversation.
The most obvious use of targeting is for geographic regions. This is especially helpful if you have a localized business.
Direct mail marketing can enable you to have that personalized touch that consumers crave. It’s no secret that personalization has become the marketing standard in the last few years. About 80% of people are more likely to give their business to a company that makes the extra effort for a personalized experience.
You can start that experience with direct mail that personally speaks to the receiver. Then direct them to a landing page on your website that directly addresses their problem.
Your Business Is Local
If your business is local or you host local events, then direct mail is a great way to target those who live in the area. You can supplement your online efforts and ensure you reach the exact people you want to target.
Be sure to have one call to action that brings them back to your website or event page for more information. This can help you determine its effectiveness while continuing the conversation and building trust.
Try Marketing Mail Today
Isn’t it time you added print marketing to your campaign strategy? You could use marketing mail as its own campaign or have it supplement your online content marketing efforts.
Our knowledgeable team can help you create an effective campaign while also targeting the ideal audience for your marketing materials.
Contact our team today and let us create a modern mail and print solution for your business.
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