In direct mail marketing, success can be measured in a multitude of ways, depending on the purpose of your campaign. The most important element to keep in mind, like with almost any marketing effort, is the human element. The following tips will shine some light on what will successfully connect you and your business with the recipients of your direct mail campaigns.
#1: Know Your Target Audience
The first part of connecting with your direct mail audience is knowing who you’re looking for. While you might not initially know exactly who they are, you can target prospects based on demographic criteria that matches your ideal customer (i.e. Age, Income, Zip Code, etc). A professional direct marketing company can assist in developing a targeted mailing list full of these prospects, which will serve as the foundation for any direct mail campaign you deliver in the future. By delivering your campaigns to a target audience, you can avoid sending your campaigns to uninterested households. This will aid you in making the most of your direct marketing budget, and will in turn increase response rates and ROI.
#2: Deliver Impressive Mail Pieces
Once you’ve determined WHO you’re sending your direct mail campaign to, determining WHAT you’re sending them is the next important step. Whether it be a postcard or a letter, it is absolutely vital that your direct mail piece has the ability to connect with the people receiving it. Here are some important factors to keep in mind when developing the design of your piece:
- Paper Quality
- Mailer Size/Shape
- Engaging Copy
- Compelling Graphics
- Strong Call-To-Action and Offer(s)
- Company Contact Information
#3: Grow Beneficial Brand Recognition
Like any marketing effort, direct mail campaigns are an extension of your company’s brand image. This makes them a source of influence on the perception people have of your company when they receive something in the mail from you, and that influence can be positive OR negative. Doing everything you can to ensure that you are building positive brand recognition with your direct mail campaigns is vital. All aspects of your mailer should be of the highest production value to show that superior quality is important to your company and that you won’t cut corners. While it may at first seem logical to think cutting costs on the development of your piece will save you money, it will hurt you in the long run when your response rates, ROI, and brand perception are negatively affected.
#4: Have Patience, Remember Repetition
Repetition, repetition, repetition. Direct marketing research has shown that direct mail efforts take hold with prospects and truly become effective not after the first, not after the second, but after the THIRD mailing to the same prospect list. Patience and timing truly are the names of the direct mail game. While a person may not be interested in what your business has to offer at the time they receive the first mailing, your second or third may come at the perfect time when they are in need of your products or services. Not only do repeat mailings increase the chance for prospect-to-customer conversion, they serve to assist in the creation of brand awareness and recognition as well.
Kessler Creative knows that Direct Mail Works! Our comprehensive direct marketing expertise is invaluable if you are looking to further the success of your business. Kessler Creative is the definitive one-stop shop for all of your direct mail marketing needs. Call us at 1.888.416.4098 or visit our Contact Page to get in touch with us today!