Though the Internet has replaced a lot of print advertising, direct mail campaigns are still proven to be a useful tool for reaching out to your audience.
Direct mail, which is any type of advertising where marketers send postcards, letters, or catalogs through postal mail, are an amazing way to target the right consumers. Since you can narrow down your target by demographics, they are more likely to buy, maximising its effectiveness.
If you want to know how to get the most out of it, here are some tips for planning, creating, and analysing your direct mail campaigns.
Tips for Planning Better Direct Mail Campaigns
Set the objective to help measure its success. What do you want to do? Are you looking to sell a product? Promote your services? Increase the brand awareness? After you send it out, you will be able to see exactly how effective the campaign was.
Determine target market you will be communicating to. Create a customer profile. There is important data you will have to sort through to identify: from age to gender to income. If you’re short on a time and can’t sort through the demographics, getting the age is the most important. You don’t want to promote your denture services to a man in his early twenties. The more relevant you are to the target, the more likely you are to get good results.
Build database to track leads and provide you with insights. Good management can help you meet your needs. Obtain a mailing list with your prospects’ information with either a response list (people who have responded to you) or compiled lists (people who are subscribed to a certain magazine or own certain credit cards). When compiling the information, always keep in mind the target you want to reach.
Test campaign and its effectiveness first. Mail to 10 percent of your list and observe the response rate. Anything that is less than two percent likely means something needs to be revised. Only when you are certain it will be effective should you send it out.
Creating and Designing
How visually appealing your direct mail campaign can be a huge influence. Here are three tips for creating and designing them.
Make the message prominent. It’s what will influence their response. The message should include the unique selling proposition and a call-to-action. Answer the question, “What’s in it for me?” and tell what you want the prospects to do. Do you want them to call you? Visit your website or come into your store? When writing the message, make it conversational, short, and friendly.
Encourage responses. Personalising the campaigns with something as simple as having their name in a handwritten font. Give people an easy way to respond by either including an envelope or prepaid postage. Another way to get responses is by offering incentives if they respond. Or demonstrate a sense of urgency and have the response be time sensitive.
Save money by bulk mailing. If you do this, be sure to test a small group before sending them all out. This saves you from wasting time and money on something that doesn’t work. One other way to be cost effective is using lower quality paper to print out the direct mail campaigns.
Tips for Analysing
To be certain that your campaign was effective, you must evaluate it. This will ensure for a simple, and cost-effective way to produce your next campaign. Here are three questions to ask yourself after completing it.
- How many responses converted to sales?
- How much time did it take to turn into a sale?
- Did one method of advertising work better than the other?
Direct mail campaigns are so easy to measure. Just look at the number of responses, and you will learn if you hit your target or not.
Unlike radio or television ads, people often tune them out or change the channel. But people always check the mail. That’s why you should give direct mail campaigns a go. Your message, whether it’s to show a new product or offer coupons, will always be sent directly into the right consumer’s hands.