Contrary to popular belief, direct mail marketing is not dead. There are numerous reports on how direct mail is more likely to generate a response. Direct mail campaigns are highly targeted, and you can choose to customize everything for prospective and existing buyers, which makes this even more effective. Not to forget, direct mail is cheap and affordable, even for small businesses that are struggling with budgets. In this post, we bring a few ideas and tips that will come in handy for managing and getting more from a campaign.
- Get mailing lists. There are many companies that can help your business in starting a fresh campaign, and they also have ready mailing lists for sale, so you can be very targeted in your approach. For local businesses that are trying to expand, or reach new audiences, this is a big advantage. Just make sure that your direct mailing lists are acquired from a company that’s local, known, and reliable.
- Focus on offers. Let’s get real here – No one wants to have a bunch of direct mails that don’t have any meaning but a message. Yes, you can promote your brand, but the mail needs to have something to hook the customer. This could refer to a rebate, a special coupon, or even limited time sales. Make sure that you focus on the offer, rather than just the design.
- Create quality mails. Direct mails are tangible, so the customer can touch the paper and review the amount of effort that has been put in. In simpler words, the quality and print of your direct mail do matter. Find a printing service and start by placing a small order. Check every single detail, and while pricing does determine the quality to a large extent, don’t hesitate to spend a tad more.
Check the copy again
Copywriters for direct mail campaigns must have experience and expertise to handle the project. Even a small error or spelling mistake can have a detrimental impact on your brand’s value. The final copy must be reviewed, edited and checked time and again.
As we mentioned, there are services that can help with direct mail campaigns, and they offer all the support you need to work in a specific budget. As long as you don’t compromise on what is being offered to customers and focus on creating a brand impact, your campaign will fetch the expected results.