It might seem as a counter-intuitive practice nowadays when all the information is being exchanged digitally, but direct mail campaigns can be surprisingly efficient in getting your brand connected to your customers. If you consider using it as one of your marketing tools, keep in mind a few guidelines and challenge yourself to make it relevant and profitable.
1. Have a targeted list
When setting up a direct mail marketing strategy it’s very important to decide who you want to send it to. Having it send to every person available might work against you, as you don’t want to be flagged as spam or undesirable content. When using a direct mail campaign there are costs involved and you want to use them as effectively as possible.First of all, decide who your recipients will be by knowing what your precise objective is and aiming your message to the persons most likely to have the same objective as you. Here’s a great tip that you might want to chase when crafting a targeted list: if your direct mail campaign is meant to promote a new product, you should make a list of customers who already know you and use your brand. Knowing your customers will help you understand what they might be willing to buy from you.
2. Add a personal touch to your direct mailing
The best way to win your customer’s attention is by addressing your message directly to him in a personalized manner. Direct mail strategies have the advantage of adding a palpable experience for the customer. Just by including his/her name in the message you will have their attention. Going even further, you want to keep in mind that no one wants to be treated as a number or as a faceless customer, you will want to use personal touches to your message to establish a connection between your brand and the customers. The more information you have on the recipient, the more you can personalize the message and make it more effective. You will have more chance of being remembered if that person had a close experience with it. Make your direct mail campaign as personal as you get, and people will want to know who you are and what you’ve got to offer.
3. Incorporate a creative design
The rule of print advertising is keeping it short, simple and eye-catching. You will want to use a creative design that stands out and not overwhelm the reader with too much-written information they might skip. Your message should be understood quickly and remembered afterward. Try to incorporate imaginative design in your message that will stand out and make your brand recognizable and relatable. A nice logo, a custom message, a video message, whatever you can think of is not already used by the competition.
4. Setting a clear objective
No matter what design or words you choose for your campaign, it must essentially have a point: what do you want the recipient to do after he/she receives the message? Keep the objective easy to understand and put it into action: visit our website, check out the new product, beware the new campaign we have! The customer has to extract a main idea out of your message.
5. Use an integrated approach
Of course, direct mail will not be effective on its own. It needs to be combined with several other marketing channels in order to maximize your exposure. Always try to keep the big picture in mind and make your direct mail campaign be a part of a series of strategies which together serve the main objective. For example, you can encourage your customers to engage with your brand on social media or offer them information on your other presences. If you have a Facebook page for your business, you should encourage visitors and current customers to “like” you or subscribe to your other channels too – Instagram, Pinterest, Twitters, etc.
6. Keep it short and concise
As mentioned before, your message should be remembered by your customer. Besides a creative design that draws attention to your message, you should be able to concentrate the information you want to give in relevant and concise points. Do not use blocks of text or too many details, as these will not be remembered and might even discourage the recipient to pay attention to the whole campaign.
7. Evaluate the impact of your strategy
Use every chance you can to include means of measurement to your campaign, as you will need to constantly keep up to date and find better and better ways of reaching out. For example, use a separate channel to monitor the impact of your direct campaign (as giving up a code the customer can use online, for example). Your marketing campaigns cannot be effective if you are launching them blindly and not following up on their impact.