Does direct mail work? According to proven research, this type of marketing campaign can be highly effective when it is managed properly and well planned out. The results achieved with direct mail will depend on a number of factors and considerations though, and if you fail to include a strong call to action or use a poor design your campaign could flop instead of taking off.
How Well Does Direct Mail Work?
Many people wonder just how does direct mail work, and the answer that is the right campaign can be highly successful. However, there are several components and each one needs to be handled properly. The results that you get will depend on what you put into it, and the knowledge or professional assistance that you have available.
It’s not hip and happening, not “now” but it is highly effective and very profitable.
By Lois Geller, contributor for Forbes.com.
Do You Have the Right Call to Action?
The right call to action is critical for direct mail, because this helps the reader understand what you want them to do and can encourage them to take the desired actions. If this element is poorly worded or it is not very compelling then it is doubtful that the reader will follow through and do what you want them to because your CTA is weak and boring.
Don’t be afraid to immediately let your audience know exactly what your goals are and what you want them to do. If there is any sense of deception or trickery, your mailing piece will quickly find itself in the nearest trashcan.
Is Your Message Compelling and Engaging?
Does direct mail work well? It can when you use the right message and you engage the recipient from the very beginning. If you are not creative or you doubt your ability to come up with a message that resonates with the reader then you may want to pay a professional to create your text for you. Professional copywriters are usually reasonably priced and can make your content pop.
In direct mail letters, the first paragraph of your direct mail copywriting is the most important.
For more direct mail copywriting tips, click here.
Is Your Final Design Inspired?
Even the best call to action will not help you succeed with a direct mail campaign if you have a design that seems plain or boring. You need a final design that is inspired, and that inspires your readers as well. Some printing companies may offer design services if you need this, and that can make a big difference in the results that you see with your direct mail.
Are You Using the Right Mailing Lists?
Does direct mail work? Yes, but only if you are using the right mailing lists for this type of campaign. If you are simply buying mailing lists from low quality companies then you will not get lists that are highly relevant, extremely targeted, and completely accurate. Having good mailing lists is essential so make sure you are using the right lists for your campaign.
Your mailing list is key to your success. Many marketing campaigns have a dedicated person who handles the administrative functions. They can meticulously qualify the list of leads and determine which demographic receives a particular direct mail piece. With variable imaging, it is easy to send personalized mailers that target the recipients wants and needs.
Variable data printing can be a very cost effective way to get personalized direct mail without a lot of effort.
From our article, Q and As About Variable Data Printing for Personalized Direct Mail.
Do You Have the Best Printer for the Job?
Even if you have a great call to action and a strong message that engages, you will not get the best results if you do not have the best printer possible for the job. If you do not already have a printer that you trust then it is important to compare several before choosing one. This will help you get great printed materials at a competitive price.
Are You Using the Right Graphics?
The answer to does direct mail work depends on whether you are using the right graphics and the best color choices or not. If you do not have graphic design experience and knowledge this may be a process that you want to outsource to a professional graphic designer so that you get fantastic results. A piece with poor graphics could cause consumers to dismiss your company.
Don’t limit your graphic design to the interior of your piece. Adding images to the exterior of your envelope is a fantastic way to grab attention and be creative.
Are You Testing and Using Control Mailings?
Does direct mail work well? It can work very well, but only if you are testing and using control mailings on a continuous basis. These efforts help you to identify which elements are getting the desired reaction, and which elements are actually hurting your marketing efforts instead of helping your advertising. Once you have this data you can make any changes needed, and start again.
Suddenly, just by buttoning up your testing strategy, you’ve landed the opportunity to step up your overall game.
Source: Mike Caccavale for Direct Marketing News.
How well does direct mail work for your company and why?