Find Success Within Direct Mail
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. As you gage an idea of how many leads you are gathering, you should look on ways to increase the amount for the next mail or campaign.
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 how to do it. You should include contact details for the audience to get back to you, how you found us sections, or even reply slips. Try to make the mail personal to the audience, would your audience appreciate it if the mail was signed off with your name and signature? Would it be best to sign them all by hand? Little quirks will generate more interest, and if there is other strong competition, this could be a decisive factor and swing the opinion of the recipient in your favour. That little touch shows class and the extra effort, which will only look better in the eyes of the audience.
Stand Out from the Crowd- You can’t just send out mail and expect to see results. It is best to stand out from the crowd and offer something different. Go over your target market and make sure that the campaign will make sense to them. Think about it from different aspects and situations, if it still makes sense then it looks like you are on track. You then 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. Everyone likes to receive something unexpected and clever in the mail, and if it is really unique then it is likely that it may be shared with others. Follow these steps, and you’ll be reaping the benefits of your direct mail campaign in no time.
Execution- You have your finished campaign and are ready to start sending out the mail. Are you able to facilitate the production and mailing of the campaign in house? Is it best to invest in a service to send out for you? Now you have sent out the mail, do not forget about it. Often, campaigns are sent out and companies are expecting results, but don’t actually track the campaign. This can affect future campaigns are you are not tracking what’s working and what’s not. The goal is not complete when the campaign is in the mail, it is the response. Link how you measure the campaign with your goals. If your goals were sign-ups, and you are tracking purchases, then you aren’t sticking to your goal and the purpose of the campaign as they aren’t linked. Your goal would be how many new sign-ups have come from this campaign. When someone signs-up, give them an option to say how they heard about you. This can be in the form of a drop down box. The user clicks the mail campaign and you then you will see your results slowly filtering in.
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.
If you have any questions or want to make an enquiry, please contact us by calling the number above or fill out our contact form to request a call back.