Direct Mail Tips: How and When to Use It
In the age of email and social media, direct mail may seem like a pretty outdated marketing strategy. But direct mail can still be a highly effective marketing tool – if it’s done correctly!
We’ll help you determine whether a direct mail campaign is a good fit for your marketing strategy and share some important tips and tricks to ensure you get the best results possible.
Should I Use Direct Mail?
Like any marketing strategy, there are many factors to consider before you get started.
Do you need to deliver detailed information about your products and services?
If so, direct mail might be a great option. You can only convey so much information in a Tweet or a Facebook ad. But a flyer or brochure provides a much better opportunity to share in-depth information about your company and products.
What’s your budget?
Costs for Direct Mail can vary – a lot. Each piece can end up costing anywhere from a few cents per recipient to more than $20, depending on what type of piece you plan to send. Determine your budget first, remembering to factor in both your printing costs and postage.
Do you have a clearly-defined audience?
Direct mail allows you to target niche audiences. Decide on who you’re trying to reach and develop the rest of your campaign from there.
If you are trying to reach new prospects, don’t try to sell to them on the first mailing. Instead, send high-level information about your products or services and include a call to action that will capture an email address or other contact information.
Trying to give warm leads a friendly nudge? Give them extra incentive to make a purchase by sending them an exclusive offer or a coupon.
Perhaps you’re trying to reach out to your existing customers. Send them a personalized mailing thanking them for their business and offer them an exclusive discount. Direct Mail can be a great way to strengthen relationships with existing customers.
Do you have a clear message and call to action?
Always make sure you have a specific, clearly defined message to share with your recipients. Include only one call to action. For example, you could direct recipients to a landing page on your website. It should always be very clear exactly where they should go and what they should do.
Do you have clearly-defined objectives?
What do you want to accomplish with this campaign? You should already have decided on a call to action for your recipients – perhaps you want them to visit your website, download a whitepaper, or redeem a coupon code. But even if it doesn’t lead directly to a sale, there are other goals your mailing campaign can help you accomplish, like improving relationships with your customers, increasing brand awareness, or driving traffic to an event.
Tips for a Successful Direct Mail Campaign
Keep it brief.
Always keep your message as concise and brief as possible.
Be relevant.
You don’t want to risk appearing spammy – make sure anything you send is specific to your audience and relevant to their needs.
Be creative. A lot of your campaign’s success will depend on your ability to deliver a memorable and unique message. Don’t be afraid to think outside the box (or envelope)!
Consider your timing.
For maximum impact, remember to time your campaign around things like holidays, busy seasons, and time-sensitive materials.
Don’t forget to follow up!
An effective campaign always includes a plan to follow up afterwards. Wait for responses to come in, and follow up in a personal way, like a thank you email, social media message, or even a handwritten letter.
Want to learn more about using direct mail as part of your marketing strategy? Get in touch!
