Small businesses have a variety of options to promote their products and services, and many are re-discovering the affordability and effectiveness of reaching markets through direct mail marketing.
According to a study, 85% of consumers will open a piece of mail if it looks interesting. Compared to industry benchmarks for e-mail engagement of 27.1%, it’s easy to see why marketers are returning to the mailbox. While it’s proven that direct mail engages customers, you’ll want to ensure your message is targeted to achieve the best use of your marketing budget. To do this, you must first define your target audience and location.
Here are some simple steps on how to plan an effective and well-targeted campaign:
Take into consideration the 40/40/20 rule
Follow this rule which is spending 40% of your time finding the right customers — the ones who are most likely to respond to an offer; 40% on developing a strong offer; and 20% on making a connection through creative design and messaging.
Stay on target
Identify the right audience for direct marketing efforts, including the demographics, geographics, psychographics, and behaviourists and buying patterns of customers.Statistics Canada, for example, offers a database of high-quality information online for all marketers.
Develop a strong offer
Don’t just say you’re the best. You need to offer your customers something that’ll give them a reason retain your message. Are you offering: something new; a limited time offer; a coupon; a sale; a sample; or a free trial? Deliver a successful and relevant call to action that sets an offer apart from those of competitors.
Create an impactful design
Design. Design. Design. Create a look that grabs attention but isn’t overwhelming. A great design considers brand messaging and colours that truly portray the brand in an impactful way. Graphic designers can use templates and assist with creative direction to produce a direct mail piece that will stand out from the competition.
Measure your success with DRMG
The success of a direct mail marketing effort can be calculated in terms of costs against increased sales. But there are more underlying factors and goals to consider in your direct mail campaign: are marketing efforts helping to push brand awareness, nudge a customer along the sales funnel, or convert casual customers into lifelong clients? Decide which results are most valuable to you and set a target.
At Direct Response Media Group, they can design, mail and analyse your direct mail campaign success and how close you came to your goals. Furthermore, they can also use unique coupon codes and URL’s so you can attribute leads and sales to the direct mail piece that you mailed. Contact them today for your small to medium business marketing needs!