Direct mail marketing involves sending potential customers any correspondence via mail to get them to buy your services and products. This usually includes a postcard or a letter with the company’s contact details, logo and a description of your service or products.
It is a more targeted approach to advertising which is very accurate and direct mail advertising campaigns are still very effective. They are measurable and very flexible since a company can decide how much of it to use. Here are tips your business should know about direct mail marketing.
Create a Unique Experience
It is crucial that you customize your message to resonate with your target audience. Direct mail allows you to segment your lists and choose a single group of people to send business postcards to, as well as discount codes to entice new customers, which should boost your business through the advertisement.
You can also create multiple pieces that address distinct demographics. Make your campaign personal and appeal to the customer’s specific needs. Ensure you use a simple style, and your message stands out for it to be effective. You can also match your direct mail with your other marketing materials to incorporate it into your unique brand.
Make Your Message Clear and Simple
Ensure your message is clear and simple so that it can grab the reader’s attention. Use a catchy headline that quickly informs the reader what you are offering. In the body of the text, a maximum of five sentences convey your ideas and why what you are offering is special. This will ensure that someone can quickly skim through the content.
Do not fail to proofread your message to remove any typo and noticeable formatting issues. Use quality printing material and artistic background. You can use a graphic designer to design your material or use an existing template. After writing your copy, have other parties read it to check for any punctuation or grammatical errors. Look for constructive criticisms to create a text with an overall flow and ease of reading.
Define Your Audience
Determining your target audience is usually the first step of a marketing strategy. Direct mailing is very accurate and can help you effectively target mailings. This involves selecting demography that includes the target gender, age, location, and income ideal for your brand.
You can start by going through your previous sales to identify your consumer base and acquire information that shows you their demography. Use this data and concentrate on sending mails to the same location as your existing customers. Retaining your current customers is equally crucial as gaining new leads. You can use direct mail retargeting to retarget customers who have visited your website.
Focusing on repeat customers will encourage them to buy again from you. This will increase sales and help prevent your postcards and catalogs from becoming unwanted junk mail. You will also save postage and material, which goes into the overall cost of advertising.
Track and Analyze Results
There are various ways in which you can track results with direct mail marketing. You can use a coupon with a distinct identifying number and track the number of times the coupon from your mailer is used and the recipient using it. Another way to track your results is by directing people to a website with a specific landing page where they can enter a contest or redeem an offer.
You can list a phone number where people can call and redeem a discount. You can also include a unique activation code that they can enter on your website to access discounted services and exclusive savings. Lastly, you can host an event where people bring tickets on the direct mail with a special number that gives them a chance to win gifts and prizes.
Have a Clear Call-to Action
A call to action is crucial to your direct mailing campaign unless your goal is purely for brand recognition. Include what you want the customers to do, such as visit your store or follow you on social media for exclusive giveaways or gifts. It can also encourage people to participate in an online survey.
Conclusion
Direct mail marketing can help capture customers’ attention looking to learn about new services and products. Be patient and allow your campaign to yield visible results and generate new leads. These tips will help you streamline and optimize your campaign to retain customers.
