Secret Elements of Direct Mail Campaigns

Posted in Marketing | 8 comments

Even with the rise of online marketing techniques, direct mail campaigns remain one of the best marketing tools for business owners. It is a way to connect to a potential customer on a personal level. It brings leads, generate sales, and create brand awareness.

Though direct mail is a traditional marketing form, your campaigns do not have to be traditional in nature. You need to find more strategies and techniques to implement that killer direct mail marketing campaign.

A well-thought out, targeted and attention-grabbing direct mail campaign can be very successful. Also, when you incorporate exciting ideas and content into your direct mail campaigns, you’ll achieve a positive response from your readers.

Here are secrets and key components to consider to ensure your next direct mail campaign is a success:

1. Target your audience.

Know as much as you can about your audience, so you can speak to them directly. Make sure you have a well-targeted list before you send out your mails. Are you targeting households with school-aged children? Managers or office staffs? Teenagers or housewives? You need to ensure that your mail campaigns reach the audience you need to reach.  Make sure your pictures relate to your target audience.

2. Create compelling copy and offers.

Why should your readers respond or buy your product? Make sure your mail content speaks to your target audience. Don’t overwhelm them with details about your company or your product.

Focus on your call to action, offer and unique value proposition (UVP). Compelling content generates more response as it delivers a promise to make your reader’s life better. Touch on the key benefits that address the question, what’s in it for me?

3. Have a strong call to action.

Tell your readers or potential customers what to do next. Letting them know how to respond or take advantage of an offer will increase your response rate. This call to action can be something like: call now to book and get a free breakfast, or log in to receive more information, etc.

4. Don’t make selling an option!

Your direct mail is your chance to increase awareness of your brand, reach a potential customer, encourage readers to visit your website, share interesting information or create a meaningful conversation. Not everyone wants to be sold at. Your direct mail should create trust and credibility that will lead people to do business with you eventually. Provide them valuable information and when they are ready, they will buy.

5. Make it easy to respond.

Inform your readers of the ways they can contact you. Because not everyone has the same preferences, give your readers several options. They can respond through a toll-free-number, a phone number, email, postage-paid envelope, website URL form, snail mail, QR codes, etc.

Do everything to make potential customers see how easy it is to reach you. Let them choose what they find the most comfortable.

6. Be creative and different.

Don’t let your mail get lost in the sea of black, white and grey! Make it stand out from all those junk mails, letters and papers. Have a creative brief, create an attention-grabbing message or add a personal touch to your addresses.

There are several ways to get creative. Oddly-shaped or oversized envelopes, packages with headlines or free item call-outs usually catch the recipients’ attention. Make sure that you excite customers into doing business with you as soon as they see your envelope, parcel, postcard, etc.

Follow these tips for a successful mail campaign. And don’t forget to test before you send out that mail!

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