Nowadays, digital and social media marketing are at the forefront of everyone’s minds when they think about marketing their business, but direct mail campaigns are still a surprisingly crucial part of a well-rounded strategy. With around 52% of Americans reporting that they read every piece of mail they receive, direct mail done right can be a very effective means to market to your current and potential customers.
What is direct mail? Simply put, direct mail is any piece of marketing material that lands in the mailboxes of consumers and businesses. Some examples of direct mail include catalogs, coupons, postcards with sales offers, and free samples.
So, what goes into a successful campaign? Continue reading for our direct mail marketing tips!
1. Understand Your Audience
Knowing who are potential customers of your business is the vital first step in crafting and delivering a message that compels them to purchase. Much of this is done through creating a mailing list, either through the purchase of a pre-made mailing list or by creating your own using customer data from previous sales. This can also be done by incorporating digital marketing methods such as lead ads and customer sign-up forms on your website. When creating your list, try to segment your audience by what services or products may interest them, as one message won’t work for everyone.
2. Plan Your Direct Mail Piece
Are you sending a postcard, flyer, or brochure? Will you include your latest sale, or a coupon that can be redeemed online? Make sure that whatever it is, I’ll be something that will excite your audience and won’t end up getting thrown in the trash.
3. Add a Clear Call to Action
This is so simple but can be often overlooked – tell your audience what you would like them to do next. “Call for an appointment!” or “Visit our store today!” are some examples, but do whatever fits your mailing piece and marketing strategy. If you’re mailing a coupon, add a call-to-action that includes the expiration date (“Use by October 30th!) so that people are compelled to act right away rather than setting the coupon aside to be forgotten.
4. Include Photos
People are visual and often a photo is crucial in grabbing attention. Choose images that are simple and high resolution. If it’s fuzzy on your computer, it will look even worse when it’s printed. Also, make sure you add your logo clearly on both sides of your mailing piece.
5. Be Mindful of White Space
You know those postcards – the ones that are so hard to read because they are cluttered with so much information that you give up and just toss it. Don’t be afraid of having some white space! Stick to one message, and direct people to your website for more information.
Need help putting together a winning direct mail strategy? The marketing experts at Midwest Marketing are here to help! Our team can take care of it all, from planning to graphic design. Call us at (605) 716-5666 today!
