Direct mail remains one of the best ways to reach both old and new customers, so it’s important when developing your direct mail campaigns to be strategic and avoid missing out on opportunities that can directly impact your desired results.
Consumers are often bombarded with marketing throughout their day, but optimizing your direct mail marketing strategy through specific considerations can draw in recipients’ attention and boost your ROI. If you’re aiming to make a worthwhile connection with your next direct mail campaign, keep the following recommendations and ideas in mind.
Market Efficiently and Affordably
One cost-effective way to get your message in front of current and potential customers is to incorporate the use of postcards into your direct mail strategy. Postcards are more affordable and more efficient than traditional letters, with zero assembly, collating, or stuffing of materials. The hardest part of coordinating postcard mailings is affixing stamps or labels, but you can partner with direct mail providers who will manage this aspect once you create the physical postcard itself.
In addition to cost benefits, a postcard offers the added perk of instant brand visibility once a recipient takes it out of the mailbox. Unlike a letter that is sealed in an envelope, a postcard’s message is immediately available to catch the attention of the recipient, increasing the chances they will take the appropriate action. Statistics show that most direct mail envelopes are discarded without ever being opened, so you reduce the risk of your message being ignored when you feature it on an eye-catching postcard.
Keep Messages Brief
Advertising experts say that the best direct mail message is brief and to-the-point — something postcards help you to do with their limited real estate. Only include information that pertains directly to the key message you are trying to communicate, such as a special offer, valuable information that educates consumers, or a special event you are hosting. Because the me
ssage is brief, the customer can quickly and easily decide whether to take action.
Know your Customer
Compile a Worthwhile Mailing List
When building your mailing list, avoid simply compiling names and addresses into a mass list to be used for each of your mailings — quality over quantity is a good rule of thumb.
One critical mistake to avoid when developing your direct mail marketing strategy? Sending a generic flyer or postcard to every contact inyour circle without tailoring it to the specific target audience. Doing so creates dissonance between you and the recipient which can result in your direct mail efforts being overlooked or disregarded. Instead, look to incorporate demographic filters, geographical targeting, and other factors into your list building or segmenting practices to ensure a connection is made between your marketing and your desired customer. Remember, a perfectly designed piece with an enticing offer can perform poorly if sent to the wrong audience.
Make it Personal
If you are trying to reach customers who are unfamiliar with your business (or who have gone dormant in recent history), personalizing your direct mail is crucial. As previously explained in The Psychology Behind Why Personalized Marketing Works, “the fundamental element of personalized marketing is using the information gathered to create data-driven marketing that enhances the overall customer experience. High
er levels of customer satisfaction lead to the number one marketing tool of all time — word of mouth personal recommendations, as well as a positive impact on your bottom line.”
Define a Call to Action
Make an Offer
Never underestimate the quick, attention-grabbing nature of a direct mail piece’s call-to-action. By inviting recipients to take a specified action (e.g., redeeming an offer, requesting further information, or visiting your website), they’ll be more likely to take that next step, allowing you to funnel them through your marketing and sales cycle.
Follow Up After the Mailing
One of the biggest mistakes you can make as a marketer is to complete a direct mail campaign without analyzing its outcomes. Tracking results from your direct mail campaigns (whether that’s through PURLs, tracking lines, or unique promotional codes) is an excellent way to discover if you are successfully reaching
your target audience. The insights you gather can help indicate what is currently working in your direct mail marketing strategy and what needs additional improvements. Plus, tracking results will allow you to further customize your direct mail marketing strategy for any respondents.
Take it a step further by gathering feedback from those who responded to your direct mail campaign — a practice that can also help you build upon client relationships. You can then use that information to develop and enhance future pieces, ultimately optimizing your overall direct mail marketing strategy. Having valuable feedback about what did and did not resonate in your direct mail campaign can help reduce future costs and allow you to adjust your messaging and distribution as necessary.
If you keep these tips in mind when developing and refining your direct mail marketing strategy, you are sure to make an impact on your ROI and leave a positive impression with your current and future customers.