These days, most marketing communications is conducted electronically through emails, newsletters and SMS. Although they help reduce costs, provide better opportunities to measure and collect data, and allow for a faster response speed, they also have several disadvantages. Electronic communications have to depend on technology, online security and fierce competition. Here’s where direct mail campaigns are more effective and efficient.
Direct mail campaigns are still a key tool in the overall marketing strategies of many businesses. Their individualized approach and high flexibility help you gain targeted visibility from potential customers. However, you must plan and execute your direct mail campaigns well. It isn’t enough to just design, print and mail your materials to your prospects and expect to get tangible results.
In this blog, we’ve compiled a few tips for optimizing your marketing and advertising efforts through direct mail.
Segment Your Customers and Set Realistic Goals
The effectiveness of your direct mail campaign depends on how you narrow your target customers. Segmenting your customer base according to their age, location, interests, activities, and needs will help you create a list of the right prospects for your campaign. When you prepare the list, it’ll provide you the opportunity to convey your brand message directly to your likeliest customers.
It’s important to set realistic goals while keeping in mind the campaign objectives. You can expect to get a response from 3-6% of your recipients. Take this into consideration when printing and sending out your mailers.
Create Designs that Help Your Brand Stand Out
Unless you create something exceptional, you can’t capture the attention of your prospects. Before designing your mailer, conduct market research to find out how your competitors are doing it. Find out where you can introduce an innovation that will be interesting for the prospects. Depending on the personality of your brand, choose bright or muted colours. Overall, your mailer should be crisp and unique.
Don’t forget to consider the size of your mailer. Some businesses may find standard postcard size ideal while others would benefit from oversized cards with larger spaces. Larger canvas provides you more space to describe your services, products and company.
You can also add some interactive elements like pop-up features and unique folding structures to keep prospects engaged and interested for longer. However, your choice should depend on the nature of your campaign.
Include a Direct and Easy Call-to-Action
The text in your mailer should be simple, direct and easy-to-understand. Whether you want your prospects to visit your website, buy online or follow your social media pages, add a straightforward call-to-action message that’s visually attractive.
Personalize the Message
Personalizing your mailer campaign is an excellent way to create an impact on your prospects. It’ll make them feel special and valued, and also promote your business as a user-friendly brand that makes the effort to know the preferences of its customers.
However, no matter how skillfully you plan your mailers, if the finished product doesn’t look professional and visually appealing, the campaign may flop. Therefore, make sure to print your mailers using high-quality printers. If you’re planning a direct mail campaign for your business and you are looking for printing solutions, contact us at email@example.com or call us at (905) 670-7309.