Many marketers dismiss direct mail as an old-fashioned or obsolete method of getting your company’s message in front of the right audience. This idea could not be further from the truth. Over $45 billion was spent on direct marketing in 2016 and the number continues to grow. Social media, mobile ads, and SEO are all great but when one of the biggest online companies in the world, Google, uses postal direct mail for its campaigns, it makes sense to pay attention.
Are you convinced? Get started with these 4 tips that can help you improve your direct mail marketing and get you a better response to every mailer you send.
Send it to the Right People
One of the most effective ways to improve marketing happens before any marketing takes place. A message on a direct mail piece will ever be only as effective as the list or database it is sent to them. A well-targeted list means a better response overall. Identify an ideal audience based on demographics and geographics. A great tool is DRMG’s Precision Targeter where companies can reach audiences in specific cities and target different ages, education, family structure or income.
Send Something New and Unique
Not only should the information you share about your business and offer be unique, but sending out an creative mailer grabs more attention than a plain card. If your design looks like everyone else, your mailer won’t get the same consideration. Think about over-sized postcards, bulky envelopes, or interesting colors and shapes.
Capture Attention Fast
Whether your mail piece has neon yellow starbursts or a pithy slogan printed in bold lettering across the front, you need to catch the recipient’s attention. Besides unique mailers as mentioned above, use words and phrases that clearly demonstrate you deliver exactly what they want.
Follow Up & Give Direction
First contact with direct mail pieces may introduce the company, product, or service, but may not convince people to pick up the phone or open a web browser to learn more. To get an overall better response from a campaign, plan out a series of mailers with follow up methods that keep what you have to offer in the forefront of their minds in a positive way. For example, include a store coupon redeemable in store or a website URL where customers can sign up for a promotion.
Companies who use direct mail for their marketing efforts, effectively report a higher return on their investment than those that only use electronic means. Contact Direct Response Media Group, if you want to improve your marketing efforts with direct mail. DRMG can organize and execute creative campaigns to get your audience engaged and your business more sales.