When it comes to marketing these days, newer methods such as social media tend to grab headlines, but for some organisations direct mail marketing still remains very effective. It’s been stated that some audiences respond better to direct mail than they do to the newer marketing methods.
Although there is no guaranteed success with direct mail, the costs that it implies and the time it takes ensures that you do it properly and thoroughly. Here are certain steps you should consider to create a strong direct mail campaign:
Set Goals and Expectations- You need to set goals and expectations otherwise you will not know if you’ve succeeded. You should try making realistic and achievable goals, i.e. if your goal was to generate leads, then how many exactly are you hoping to get? As you continue you may find that you need to adjust your goals and expectations, but as long as you have a starting point you’re ok.
Select your audience carefully- Picking your target audience is a very important aspect of direct mail success. You want to make sure you are targeting your correct target audience i.e. if you were a home improvement company, then you would target people with their own homes. You don’t want to waste money targeting people with rented property, as it is not their own home. It doesn’t matter how good your mailing is if you’re not targeting the correct target audience you won’t get the response you desire.
Create Interest- You send out a direct mailing campaign as you want a response, and to get a response you need something that will entice your target audience. You should never assume that by simply saying you have offers/discounts on that people will be motivated to respond. You should make it easy for them to respond and tell them to do it.
Stand Out from the Crowd- You need to find out what makes your target audience notice you, and think about what catches your eye when you receive something through the mail. It doesn’t necessarily have to be something bright or something with an outrageous design, just something that fits your company’s product.
BDP can help you find the right target audience as we build all our direct mail packages bespoke for each client. This ensures they are highly effective and guaranteed to get the best results.