Despite the predictions of many experts, the age of technology hasn’t destroyed direct mail marketing. In fact, direct mail is more important than ever. Companies that employ email marketing compete with hundreds of other companies for the user’s attention. However, since traditional mail is used less frequently, it stands out much more in the recipient’s mind.
Of course, just because your company stands out doesn’t mean it’ll be remembered in a positive light. A poor attempt at direct mail can do more harm than good. Therefore, it’s vital to get it right the first time, and the best way to do that is to consider the basics of direct mail marketing. Getting back to the principles of direct mail will show you where you need to go.
Give Your Best Offer
The offer is the centerpiece of direct mail marketing. It’s got to be good, and it has to solve the needs of your recipients. Let people know exactly what’s in it for them and why they should be interested in what you’re offering. Clearly state any incentives that come along with the offer, as well as any strings that may be attached on the customer’s end. If size permits, it’s not a bad idea to include a sample of your product. Remember, direct mail isn’t the avenue to withhold things.
Know Your Customers
It seems obvious that you have to know your customers in order to sell to them. Yet, knowing that all of these people are different doesn’t stop companies from sending the same message to everyone. Understand the different segments of your audience, then tailor your message to each individual group. They’ll thank you through their purchases.
Test Early, Test Often
Every company wants to believe that its direct mail campaign is perfect. Unfortunately, some companies have to learn the hard way that their vision doesn’t align with what people want to hear. That’s why testing is so important. If you try several direct mail approaches, you’ll quickly learn which ones work the best. The more you test, the more you’ll hone in on the ideal formula for getting your customers to take action.
Cut to the Chase
Direct mail marketing gives you the ultimate one-on-one interaction with your customers. However, you still have to deliver the goods. Recipients of your mailers will only give you a few seconds of consideration before they move on, so make your communication counts. Get to the point and hook people early. If you don’t do this, you’ll not only hurt your response rate, but you’ll also hurt the reputation of your brand.
Although your direct marketing is done with the hope of selling a product or service, you have to present your message in the language of the consumer. A great way to do this is to identify the pain points of your customers, then show how your product can resolve those issues. People might not want to buy a snow shovel in September, but reminding them of how much snow they had last winter will help you to illustrate why your shovel is the perfect solution. Moving people is the real way to get them to take action.
Direct mail doesn’t have to take place exclusively via physical mail. After all, it’s much easier to track responses by sending recipients to a landing page created specifically for people receiving your offers. Why not make it easy for people to get there? Include a QR code in your mailers that will take readers exactly where they need to go. It makes the lives of your customers easier, and it also enables them to learn more about why your company is the best in your industry. It’s a win-win.
No matter how high your response rate, there’s always room for improvement.
Remembering the principles of direct mail marketing can tell you a lot about areas where your direct mail efforts may be lacking. Creativity in your message and building bridges between the paper and digital worlds can also help. As long as you adhere to the basics of compelling offers, personal communication and traceability, you’ll go very far with direct mail marketing.
About the author:
Courtney Tobe is Marketing Manager of Tobe Direct. She develops, manages, and implements the physical, digital, and content marketing initiatives. Her strong background in corporate communications and writing has been a true asset for Tobe Direct and NewMoversMail.com, one of the company’s products.