Although direct mail has some of the highest response rates in the marketing world (with an average response rate of 3.7%, while all digital channels combined only meet an average of merely .1%); not knowing what you’re doing can still be an extremely costly and wasteful investment. For people who avoid doing direct mail marketing, they have either never tried it, or had lackluster results due to their inexperience. When done right, direct mail is hands down, one of the best marketing channels for your money. So when considering the most important aspects of what makes for a successful direct mail marketing campaign, what are the top 3?
Find A Company, Don’t Do It All Yourself
It can be very tempting to have your hands on everything, but this is absolutely the worst thing you can do. Direct mail has many intricate components involved (creating mailing lists, designing, formatting, shipping, ad copy, list segmenting, printing, delivery, drop dates/rates, call to actions, mailer formats, etc…) and cutting corners with any of these steps could end up having detrimental results. By attempting to do everything yourself, you can also get overwhelmed very quickly, and more importantly, it can become extremely costly and turn into a full time job. For this reason, find a company that has experience in your industry and that knows the process inside and out, and most importantly, can work with you and your ideas, while understanding how to make it fit into this fantastic marketing channel.
Have a Compelling Call to Action
Having a compelling and relevant call to action is essential to getting good results from your direct mailing. In fact, everything else could be perfect, but without a great call to action, your marketing efforts could very well fall flat. The reason why Call to Actions are so essential, is because without giving the prospect the ability to take action, they may miss the message entirely. Be direct, clear, but compelling with your action line, and keep in mind, it’s typically best to offer something in return for their action.
Segment Your Customers And Use Data to Target Them
Another crucial mistake is overlooking your target market. Just sending out random mailer campaigns with no relevant context, or customer grouping, can end up having detrimental results. Instead you need to segment out your target market and refine your message for them. Who are you trying to reach? What are the most relevant clients for the product or service you are trying to sell? Who would benefit most from your services?
Direct mail is the unsung hero for what is now considered to be standard practice in almost all of marketing today when it comes to the idea of using data to target customers. Household income, family size, median home prices, marital status…these are just some examples of the data that can be harnessed to optimize your direct mail targeting efforts.
Over the years much has changed, and yet much has remained the same… direct mail continues to prove itself time and time again. With the digital age upon us, direct mail offers the perfect opportunity to connect with people on a more intimate, and personal level.