Direct mail marketing is starting to feel old school in a digital age. That hasn’t stopped companies from using direct mail in their strategy, and for a good reason. When properly implemented, direct mail can still have a significant impact. To help you get a better idea of how to start using direct mail effectively, we’ve come up with a short list of aspects that lead to success. Make sure you are implementing these five habits into your direct mail marketing campaign for the best results.
Make sure you are implementing these five habits into your direct mail marketing campaign for the best results.
Invest in Presentation
If you don’t invest in quality design, it will show in the final product. Especially more so in a physical document than a digital piece. It’s easy to notice when something physically feels cheap or is a generic copy and paste ad campaign.
You’ll want to spend a lot of time on the layout and appearance, as well as invest in good print. Make sure everything is easy to read and draws the eye of the reader accordingly. Modern design has found success in bright colors and a more minimalist look. It’s recommended to keep things simple. Don’t overcrowd content with unnecessary graphics or info. Everything should have a purpose that is intended to engage the reader accordingly.
The printing service you use should provide a professional sample. Invest your money in a specialized company that uses a better grade printing material and color. It adds to the impression the reader will get when they receive your direct mail. You only have a brief moment to capture their attention. Showing them quality material suggests a company with professionalism and high standards.
While not true of everything, in this case, you’ll be getting “your money’s worth” in whatever you put in. Invest wisely and make your efforts worth the cost.
Provide Something of Value
You need to give your reader a reason to even care about your content. Tell them about your latest products or services. Include helpful tips about subjects related to whatever you offer. If you can personalize the material to focus on their local area, even better. A lot of these same principles apply to other forms of marketing. And the same works for direct mail marketing as well. Keep your content valuable, so your readers are compelled to engage. Ideally, they will look forward to receiving content from you in the mail.
If you need to provide discounts, coupons, or other incentives, don’t be afraid to include them. Your job is to get customers through the door and show them the fantastic service and products you can provide. Once you establish a good relationship, they will be more than willing to support your business.
Keep Things Accurate
It is easy to get lazy and forget to update your material. Don’t make this mistake. Keep your content up to date with the latest information about your business. Accuracy about your location, hours, specials, and anything else that might change regularly. If you have a habit of sending outdated material, that is only a guarantee that readers will throw your content away at first sight.
Take user feedback into consideration. Be open to change and adjust accordingly. Don’t be slow to use recommendations. You want your audience to know you are paying attention and value their input. Keep mind that you’ll need to update readers mailing addresses and contact info regularly. You can save a lot of time and money if you actively avoid sending out unnecessary material.
People value firsthand testimony and reviews. Advertise your success with past customers as often as you can. Nothing builds credibility easier than a proven record of good business. Most of your readers are going to go online and look for reviews anyway. More than 90% will consult online testimonies and reviews before they even consider what you have to offer.
You can start to build their interest by showing off your reputation from the get-go. Try and make the content for the testimony as engaging as possible. If you can include a picture of the person, that helps bring some authenticity.
Testimonials are a critical component of any business. You may have to start by hunting a few down. It will time following up with customers and clients until you start to build a reputation. Once you get there, share them anywhere you can, including your direct mail marketing material.
Drive Traffic to Your Online Sources
Getting discovered through organic search results is not easy. It takes a lot of time and a careful SEO strategy to build engagement. Direct mail marketing is a great way to give your web traffic a little boost.
Not only should you be providing great content in your direct mail, but in your online content as well. Make sure you provide sources to all your social media and web pages. You want to try to engage your audience on all levels — both in digital and physical content.
Your audience is bombarded by hundreds of advertisements in a single day. You’ll need to take advantage of every moment you can. You might have heard the term “bounce rate” with websites. Think of your direct mail as an extension of this. You want to engage your audience through mail content, and then guide them over to your other platforms.
Direct mail marketing campaigns are alive and well. When used effectively, they provide a strategic supplement to engaging your market. Physical mail is still an integrated part of everyone’s lifestyle. It might seem old fashion, but don’t overlook direct mail campaigns. They could be the difference in reaching success for your local business.