So you have a product or service and you think you know what demographic will be the most receptive. Now what? Radio and television advertising costs are exorbitant. Magazines can be very expensive too and your ad might have to wait to be published for months. It is time to try direct mailing campaigns. They have a reasonable cost and are proven to have a terrific return on investment.
If you want direct mailing campaigns that are successful then there are some tips that can be used with these marketing methods to give you better results. This type of campaign requires careful planning, a well thought out strategy, and printed materials that have great appeal and a personal touch that resonates with consumers.
10 Tips for Success with Direct Mailing Campaigns
- Research and avoid common Mistakes
Do some research before you start direct mailing campaigns, so that you are aware of the most common mistakes and how these can be avoided. Some of the most experienced marketers make the same mistakes over and over again, and this prevents their campaigns from being as successful as they could be and leads to failure.
Common direct mail mistakes are:
- Not using the right mailing list
- Not testing
- Emphasizing features not benefits
- Not including a call to action
- Not starting with your strongest sales pitch
- Be Precise with the Details
Direct mail marketing methods require a great deal of precision, and every aspect must be carefully considered and well thought out. The size of the mailer, the content and message, the postage costs involved, the marketing mail lists to be used, and other aspects should not be overlooked or the campaign will suffer as a result.
- Keep it Real
Avoid corny phrases and fake hype with your direct mailing campaigns. Consumers are smart enough to see through these tactics, and instead of getting a response you could be turning them away. You want a strong and compelling message and call to action but keep these realistic and avoid being corny or using trite phrases just to grab attention.
Cut letter and brochure copy and be relentless. Give them only the headlines.
- Who are you?
Make sure that the mailers used during direct mailing campaigns has the information needed so that consumers understand who you are, what you do, and why they should buy from your company. Many company owners assume that consumers know who they are and what they do and sell but often this is not the case.
This is especially the case with businesses whose name does not explain what type of business they are. For example, a business called Windy Air Conditioning and Heating needs no real explanation of what they do. But a business called The Pink Goat might need a little explaining.
- Make it Personal
The most successful direct mailing campaigns will have the human touch. It is okay to infuse your campaign materials with humor, personal touches, or even vulnerability. This gives your company a human touch that consumers appreciate and like, and this makes your business stand out against your competition.
Variable imaging is a superb way to make it extremely personal. You can change images and text for specific recipients. Imagine receiving a direct mail piece that personalizes the fact that you are a single mom or dad. Now that’s the personal touch.
- How can you help?
Out of all the marketing methods available direct mail can be controlled the most. You determine which households and consumers receive your materials, and you reach them at home. Let your potential customers how you can help them solve a problem or make life easier.
Instead of highlighting the features of your products in the mailer try detailing the benefits that the consumer will get for a more favorable response.
- It’s all about the List
The right mailing lists are critical if you want direct mailing campaigns that exceed your objectives and expectations. The lists that are used should be verified for accuracy and the ability of the post office to deliver to a specific address before you spend money sending a mailer to the recipient. Each recipient should also be highly relevant to your products or services.
The data you use should only include the consumer groups that you are actually targeting in order to keep your costs as low as possible without affecting the results that you see and the responses that you get for your hard work.
From our article: What you need to know about Direct Mailing Lists. Click here for the full article.
- Do it in Bulk
Direct mail can be one of the most cost effective marketing methods when handled properly, because the printing can be ordered in bulk batches so each individual piece costs less to produce. Bulk mailing discounts will also lower the price of postage for the entire order, making it a win win situation when your materials are ordered in larger lots.
- Know your Target Market
Get to know your target audiences before you plan and engage in direct mailing campaigns. If you do not know the target audience that you are trying to reach then you cannot come up with a strong message, a compelling call to action, or a great design that appeals and engages. Know everything possible about your target audience if you want to be highly successful with the direct mail sent.
- Keep your Branding Consistent
Always keep your brand elements consistent across all direct mail that you send, as well as all marketing materials that are delivered in other ways. A consistent logo, using the same colors and other identical elements will help boost your brand image and professional reputation. This will make your company more visible and appealing to consumers.
Any marketing that uses direct mailing campaigns can be a huge success, a big failure, or somewhere in between. The results that you get will depend on what you put into this type of marketing project. When you have a plan in place and you have chosen your strategies carefully then you are off to a good start. Throw in the right design, the best mailing lists, and a great printer and you should be very successful.
What tips are you willing to share for better direct mailing campaigns?