Amazingly, many companies still don't understand the true value of a good direct mail campaign. Instead they focus all of their efforts on digital methods or other advertising and marketing methods that don't include a direct mail strand. The consequence of this strategy is that they miss out on one of the most effective and trusted methods of marketing a company and its products or services. This post looks at some ways in which you can get the most out of a direct-mail marketing campaign.
Your first step is to ensure that you know who your customers are. If you can truly target your mailing campaign to people who actually buy from you or want to buy from you, you have a better chance of succeeding. This means identifying who your target customers are and ensuring that you send a mailing campaign to these people only, rather than sending out a 'blanket bomb' approach to mailing that covers most of the town. Be sure to think big though. You must send out a direct-mail campaign to a targeted audience of at least 500 people for it to be effective in any way.
Another effective technique that will boost your return on investment with direct mail is to make the mailings as personal as possible. Some companies really work hard at this and they know that the more personal the direct-mail campaign is, the more likely it will be opened and engaged with. Many direct mail companies offer a service that provides personalised mail, even to the extent of using handwritten envelopes. You can even appeal to the tastes of the people you are trying to reach, by offering treats inside the mail, from sweets to perfume samples. All of this makes sure the mail seems more personal and more targeted to your customers. Done effectively, it goes a long way to making your direct mail campaign a great investment.
Keep it professional
Direct mail campaigns should be treated as professional marketing campaigns, which means that you should think about the aspects of a professional marketing campaign that you could use with the direct mail campaign. One of the biggest aspects is maintaining an appropriate level of contact. Many companies send out one letter or a postcard, and then leave it at that. This is counter-productive. The best thing you can do with your direct mail is to send out at least three mailings as part of your campaign. This means you are establishing contact, maintaining that contact and sending out a clear message. It also makes you appear more professional, because you are committing time to discussing your company and products and services with potential customers.
Direct mail is still a useful and very effective way of reaching out to customers and developing relationships. Make sure you follow the few ideas outlined in this post and you should be one step further to producing an effective direct-mail campaign that brings in revenue.