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Quick Tips for a Successful Direct Mail Campaign

Direct mail marketing is an effective way to reach out to your brand’s target audience and ideal prospects. But you really need to get it right from the outset. If you think this seems like a somewhat daunting task, know that it’s not!

Here are some quick, easy-to-implement tips for a successful direct mail campaign…

  1. What is Your Goal? This is the first and most important question to ask yourself. What will achievement of this goal do for your business? What is a realistic investment for you to achieve this goal? Your objective for your direct mail campaign needs to be:
    • Specific – target a specific area for improvement.
    • Measurable – quantify or at least suggest an indicator of progress.
    • Assignable – specify who will do it.
    • Realistic – state what results can realistically be achieved, given available resources.
    • Time-related – specify when the result(s) can be achieved.

  1. Who is Your Audience? Your target audience will dictate your approach. You need to know who they are! Consider how their lives will improve with your product or service, and whether they are more motivated by a great deal, a budget-friendly option, a quick-fix or a high-end product. Fit your solution to their need.

  1. Create a Mailing List. Target this specifically to your chosen audience of ideal prospects. It is a good idea to include as much information with the mailing list as possible.
    • Track which services/products are used or purchased by that customer.
    • Track how they make purchases.
    • Track how often they contact customer service.

  1. Create a Strategy. Ideally, you’ll send no fewer than three mailings to the same audience over a prescribed period; this maximises the chances of success for your campaign. You need to both build awareness of your brand and tell your audience how you want them to act. Here’s some tactics to help with your strategy:
    • Try 3D Direct Mailers
    • Take Advantage of Postcards
    • Invest in Better Envelopes
    • Provide Freebies & Discounts
    • Create Personalised Materials

  1. Design. Create recognition for your brand with a consistent colour palette, audience-appropriate design, clear and captivating font, and a specific theme. Here’s some design tips:
    • Use The Upper Right-hand Corner – The most highly effective catalogers view this real estate as the most valuable on direct mail pieces.
    • Keep It Clean – When your layout is a cluttered mess, the information you’re conveying is not going to be received.
    • Science – Tap into the science of how our brains work to generate the action you’re after. For example, the Zeigarnik Effect is when information is left unfinished. Leave people on a cliffhanger and they feel compelled to open the envelope, turn over the postcard, or click a link to learn the rest.
    • Testimonials – The oldest and best form of marketing is word of mouth.

  1. Call to Action. Tell your audience exactly what you want them to do and how to do it. Make it simple. Create a sense of urgency with an expiry date on offers or additional value by giving a deadline, providing an extra discount for early response, or providing some other motivator to encourage people to respond right away.

  1. Check Content. Fit your tone to your brand, your product, and your audience. Proofread and edit carefully. Here’s some good proofreading tips:
    • Concentration is Key – If you’re going to spot mistakes, then you need to concentrate. That means getting rid of distractions and potential interruptions.
    • Put It On Paper – Proof on screen BUT always proof on the hardcopy.
    • Watch Out for Contractions and Apostrophes – People often mix their and they’reits and it’syour and you’re and so on.
    • Check the Punctuation – Focusing on the words is good, but do not neglect the punctuation. Pay attention to capitalised words, missing or extra commas, periods used incorrectly and so on.
    • Check the Numbers – Get percentages or dollar values wrong and you could either get not take up or be committed to losing a lot of money!
    • Get Someone Else to Proofread It – After doing all this, get someone else to do it.

  1. Assess. Measure the success of your campaign and tweak it for future mailings. Be patient and know that ideal responses may take a little time and more than one mailing. Here’s a few tracking methods you can put in place on your direct mail campaigns that will help in assessing their success:
    • Trackable Phone Number – You can easily measure the response rate from your direct mail campaign using call tracking.
    • Trackable URL – Include a campaign-specific URL on your direct mail piece that leads to a custom landing page on your website.
    • Coupon Codes – Include a coupon code on your mailer that recipients can redeem in your store, on your website, or over the phone.
    • QR Codes – You can add a QR code to your mail piece that goes to a custom landing page on your website whenever someone scans it.

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