Have you noticed how, these days, your inbox is overflowing with solicitations--but your regular mailbox has few, if any, offers? This trend makes for a great opportunity, and now is an excellent time to reintroduce direct mail to your marketing strategy. Here are some ideas both creative and practical for direct mail success, no matter what size your marketing budget.
1. Segment your list first.
Before you start creating a mailer, spend some time with your list. Segment your contacts into separate groups and develop different mailers targeted towards buying cycles, geography, and/or demographics, as well as to whether the contact is a prospect or a customer. The more targeted the message, the better the results.
2. The allure of the "lump."
To get your package opened, make it intriguing. Add dimension with a lumpy enclosure. Use transparent or colorful packaging. Unusual shapes and creativity can make all the difference, and get your message on the top of the pile.
3. Add pizzazz to postcards.
Gone are the days of standard 4x6 postcards. Explore the many vendors offering die-cut shapes, unique materials, pop-up inserts, and oversized options to match any budget.
4. Little details. BIG impact.
Details take more time, sure, but the payoff can be huge. Instead of printing your signature, sign it in blue ink. How about using a first-class stamp? Address your reader by name and personalize your message to include their company name or industry.
5. Offer something.
Whether it's a gift, a free 30-day trial, a discount, or a valuable download -- find something that works within your budget and encourages them to take action. Offers don't always have to be "one-size-fits-all;" so if you've segmented your list, you can always save high-value offers for top prospects and customers.
6. Help customers find you online.
Don't forget to include links to your website and social media pages. Even though you are using a direct mail channel, people will still go online to find out more about your company. Consider creating a special landing page for your direct mail campaigns so you can track and measure activity from your mailer.
7. Look like a professional business.
Cliché headlines, dull design, and boring copy add up to a mailing that gets dumped in the trash. Hire professional designers and copywriters for high quality direct mail.
8. Use images, but use them wisely.
When used effectively, images can help tell a great story. Use too many and it can cause confusion. Instead of multiple images, find one or two vibrant and compelling pictures prospects will remember. Keep the design, layout, and copy clean and inviting so people want to keep reading your story.
9. Avoid the "one and done" mistake.
It's tempting to send one quick letter just to see if it gets a response, but most of the time this is a short-sighted tactic that's a waste of money. Instead, commit to an integrated marketing plan that combines direct mail, email, telemarketing, and social media.
10. Plan, promote, and follow up.
Your plan of action surrounding direct mail is as important as the mailer itself. An email announcing your direct mail is very powerful. A personal call following your mailing is equally as powerful. When you plan your steps carefully and allocate proper resources, direct mail can be an effective part of your overall marketing strategy.
For more advice on creating direct mail with big impact, and/or to create a customized direct mail campaign with real results, please contact Eric Rabinowitz.