When it comes to marketing these days, newer methods such as social media tend to grab headlines, but for some organisations direct mail marketing 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 creating a strong direct mail campaign:
Make it clear
Making the email clear and to the point will help to keep the audience interested as they won’t want to read through a block of text. Breaking up the email using images could help as well as including text which is to the point.
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 if 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.
With the right segmentation on your data, you can think about the intended prospects as an individual before sending your email, think about their age bracket, their job title and the industry that they work in. Then you will be able to specifically personalise the email to them. It will give you a better idea on how to address them and how you are going to interest them with your services. This allows you to tailor the campaign around the audience to get the best results from your email campaign and make the best use of your data list.
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. Creating interest can also be done using the subject line. The subject line is the most important part of the email is it is what the reader sees first. This means that it is the best part of an email to create interest as it can ensure that the reader clicks on the email. Be careful when doing this as to not trigger the spam filter by using characters such as asterisks because the reader will likely never see the email if it is in the spam filter.
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. Being unique will also help with standing out and can be eye catching to the customers. Following trends is good as to keep relevant but you also want to stand out from the crowd.
Overall to have a successful direct mail you want to make it clear and to the point, set the goals and expectations so that you have something you can work towards, select your audience carefully so you are targeting a certain demographic and not wasting your time on people who aren’t interested using segmentation. You also want to make sure you create interest and stand out from the crowd to compete with other businesses.
Here at BDP we can help you to contact your target market customers with our up-to-date email data, call us on 0333 200 1860 for more details and to find out extra advice on how to start your marketing campaigns.