Multi-channel marketing has gained significant ground after extensive research proved that the direct mail still plays a significant role in the consumer decision-making process. However, not all direct mail is created equal. We took a closer look at what constitutes an efficient direct mail piece.
Study your market
Entrepreneur defines a target market as “a specific group of consumers at which a company aims its products and services.” Before launching any marketing campaign, it is important to clearly identify who your target customers are: their age, gender, professional interests, income level. Researching as much as possible about the potential client base will come in handy because the technologically advanced database management and automated marketing tools can laser-focus the marketing effort to a very specific group increasing the success rate.
The data collected during the market research needs to be used for the direct mail personalization. The current direct mail technology with variable printing will pick the name and even the personalized message based on the fulfillment data.
Invest in the piece itself
Studies suggest that the direct mail piece leaves a more profound impression because our brain processes it differently. In some cases, a print piece may be so impactful it can create a false memory. In order to accomplish this, the mail piece needs to appeal to the tactile senses, which is why the tangible side of it can be so important.
Another important factor that can help increase the success of your direct mail campaign is the card stock utilized in the mail piece. Investing in heavier paper with high-quality print and bright colors are sure to help leave a more powerful impression on potential new clients.
Keep it simple yet powerful
Keeping the direct mail piece focused on one product or service will allow for a more in-depth presentation of it without losing the mail recipient’s attention. Once you grab their attention, you need to define a call for action. That will also assist in measuring the results of the campaign. A clearly determined deadline will help you create a sense of urgency.
Compliment Your Direct Mail Campaign Digitally
Direct mail and digital marketing tools, like personalized landing pages, follow-up thank-you emails and social media ads work best when they function as a synchronized focused marketing effort. According to DMA.org, the direct mail drives the support tactics that can boost the overall effectiveness of an omnichannel effort. One great way we can assist you in boosting your marketing response rates is by complimenting your direct mail campaign with our “Social Media Boost” Program.
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