In the age of online communications, direct mailing is far from antiquated. According to statistics supplied by the Data and Marketing Association (DMA), more than 100 million sales were made in 2016 using catalogs received as part of direct mailing campaigns. Overall, the response rate for direct mailings during the same year was 5.3%.
Given the affordable cost of this type of campaign, it makes sense to
include direct mailing in your advertising and marketing strategy. Here
are 10 tips that will help you structure the campaign and maximize the
returns.
1. Create a Profile of the Perfect Customer
Who
is most likely to be interested in your product or service? Come up
with a descriptive profile of the perfect customer. Consider factors
such as age, gender, location, and economic status. Focusing the
campaign on consumers who have the right key demographics will have a
positive impact on your response rate.
2. Obtain a Qualified Mailing List
Not
any old mailing list will do. You want one that is qualified. Qualified
simply means the names and addresses are up to date and those consumers
have indicated they are interested in receiving information about
products like the ones you offer. A qualified mailing list improves the
odds that your direct mail pieces will be read by recipients rather than
tossed in the trash as junk mail.
3. Choose the Medium Carefully
What
medium will resonate with your target audience? Would a postcard
capture their interest? Perhaps a business envelope with a cover letter
and a brochure would work best. Maybe a catalog will generate interest
and motivate recipients to place an order. Based on what you know about
your target audience, one of these mediums will be a better choice than
the rest.
4. Only the Best Copy Will Do
Whatever
medium you choose, the text used for the mailing pieces must be
concise, easy to read, and informative. Not everyone can write engaging
copy. It’s worth the expense to hire someone who knows how to write
promotional and informational content. The results will engage your
audience and enhance the image of your company.
5. The Format Matters
Whether
you go with a brochure, catalog, or letter with inserts, the formatting
makes a difference. Find the right balance of graphics, colors, fonts,
and other essentials. The goal is to create a piece that is attractive,
easy to scan, and motivates the recipient to keep reading to the very
end.
6. Always Offer Something of Value
Include
incentives for the recipient to respond to. Perhaps including a
discount coupon or code will resonate with your audience. Bonus points
or reward programs are worth the effort. Referral programs might
motivate recipients to share what you send out with friends and
neighbors. When you offer incentives the recipient sees as valuable in
addition to great products, you boost your sales potential.
7. Make It Easy for Recipients to Reach You
Your
copy must include opportunities for recipients to reach you without
having to go through too many steps. Include a contact phone number, an
email address, and a website URL. If they can reach you quickly and with
little effort, the odds of making a sale are much higher.
8. Don’t Skimp When Hiring a Printer
You
can have the best copy and a great layout, but it all comes crashing to
the ground if the printing is poor. Go for quality and pay less
attention to price. In the long run, the investment in higher quality
paper and superior ink will make a better impression on the recipients.
9. Always Review the Proofs Before Authorizing the Printing
Some
business owners turn in all the direct mail information to a printer
and never look at the proofs. Go over them carefully and make sure
everything is spaced properly, there are no spelling errors, and the
included graphics convey the message you want recipients to receive.
Only authorize the final printing when you are sure everything is to
your liking.
10. Let the Printer Handle the Mailing
If
your printer offers addressing and mailing services, make use of them.
The printer has access to a bulk rate and can also manage addressing
each mailing much faster than you and your employees can manage.
Overall, doing so will save a lot of time, money, and effort that you can use for other essential tasks.
Direct mailing is still one of the most cost-effective ways of reaching out to prospective customers and retaining current ones. Structure the campaign properly and make use of the resources the right printer has to offer. Doing so will ensure the returns are sufficient to cover the costs, enhance your brand, and generate net profit sooner rather than later.
as published in Mailing Systems Magazine