A direct mail marketing campaign that is planned, scheduled and carried out can escalate your company to a higher level of success. But...it takes some strategy, some research and a whole lot of creative effort to develop the kind of campaign that gets a large reaction and huge results. There are always a few ideas and tips that can help you develop your strategy and avoid mistakes that can cost you customers and money.
Researching the type of client or customer that you want for your direct mail campaign is extremely important so that you don’t waste any of your resources mailing to the wrong market. You will need to develop a mailing list with your existing clients and add to it with new prospects. You can research by several different criteria depending on the marketing piece. Research categories could be about where they live, their interests, things they do for fun, what do they buy, level of income, gender, age group, political affiliation and religious beliefs.
Once you have decided on a market to target for your campaign, then you can work on the piece you will send out. You need to decide if it will be a letter, postcard, brochure or flyer. Then, design the piece with art and photos and message that makes it stand out from the crowd. Once you have mailed your piece, then you have to measure everything. How many mailers did you send? How many responded and in what time frame? How many have you followed up with? And what were the respondents demographics so that you can send to those types of people in the future?
Now that the basics have been learned, you can get into a few more details to make sure that your direct mail campaign and all of those in the future, works perfectly! You know, first of all, that you want the receiver of your mail piece to be so excited about your business that they walk right in or call you right away. We have compiled a list of some ideas that work very well for companies who are getting their name and business out into the universe. Perhaps a few of these will work for you.
People get a lot of mail that they throw away immediately. So, make yours one they keep! Design a mailer that your receiver can use such as a notepad with a magnet on the back that they can hang on the refrigerator. Have your Logo with your colors and phone numbers printed on the top of each sheet of the notepad. Your prospect will see you every single day!
When designing a letter or postcard, put the message right at the top in big bold letters so that the receiver can’t miss why you are sending the mailer out to them. You have just a split second to get someone’s attention and they don’t want to search for your purpose. After the message, then go into details and build the excitement for your proposal.
There is nothing like the “cracker jacks” trick! Put a prize inside your mailer. A mailer that has a “lumpy” feel to it, creates great curiosity and very large open rate. Make sure to make the item personal, relevant and captivating. Add a key, a button, a small foldable box or a 3D heart inside the envelope with your letter and you will get the right kind of response!
If you are selling a product, including samples is a great way to get the prospect to try it out! This can be considered a “trial” sampler and if you include a card for them to send back in for a coupon, your tracking will be exceptional! Several companies specialize in creating samples for your products. They can do everything from dish soap to makeup to perfumes.
After doing extensive research on your target market, you probably know your audience pretty well. Customize your content to that exact audience. Do not generalize for everyone. Your audience will respond to things that involve them. Personalize your approach and your marketing content.
Make your direct mail marketing pieces NOT look like junk mail. Be clever with your layout. Use punch outs for magnets and folds that when opened, turns into something else. The more interaction you have with the receiver while opening the mail piece, the more they will remember your name and your brand message.