The primary purpose of a direct mail campaign is to transform receivers of your campaign into purchasers of your product or service. Working with an experienced direct mail company to develop an effective mailer is absolutely essential to your campaign’s success. However, understanding HOW to create an effective mailer is just as important in the transformation of viewers of your direct mail into buyers. Knowing these essentials will help you in understanding what makes an effective direct mail piece as well as assisting you in analyzing what your direct mail company develops for you, thus strengthening the communication you have with them.
Your direct mail must be delivered to the appropriate audience.
The receivers of your direct mail campaign are the people who determine the success of the campaign. Being able to convert them from just viewers into buyers is key in achieving that success, and that won’t ever happen if you’re mailing to the wrong audience. Being able to determine your target market and relay that to your mailing company is one of the essentials in creating an accurate mailing list for your campaign.
Pique their interest right away.
Using a direct mail piece, such as a postcard, that intrigues people by its appearance is something you should always strive to create with your mailing company. Having an attractive mailer with a strong headline that delivers your message in a concise fashion is paramount. Combining effective direct mail copy with images that showcase what your company is all about will grab and hold your viewer’s attention.
Answer the two why’s.
The first why is “Why should I choose you?” Once someone that is viewing your mailer is interested in what you’re offering, the next step is letting them know why you’re their best option. Using concise writing to relay what separates you from other potential options your viewer may be considering is essential. Credibility is huge when it comes to giving yourself a leg up on competition. Using testimonials or awards will serve to show that you are a credible and reliable company who will offer them benefits they cannot find elsewhere.
The second why is “Why now?” One of the biggest factors in a direct mail campaign’s success, like much in life, is timing. Incorporating time-based promotions that are based on your target audience is a great tactic. Creating a call-to-action that works in combination with a promotion that drives viewers to act right away is a very effective strategy to use when creating a successful mailer.
Use your mailer to showcase your business.
A direct mail campaign is an extension of your company image. This makes it a source of influence on the perception people have of your business, and that influence could be potentially positive OR negative. Do everything you can to ensure that it’s positive! All aspects of your mailer should be of the highest production value to show that superior quality is important and your business won’t cut corners. The quality of printing, the weight of the card stock (in the case of a postcard), the visual appeal of the graphic design, the strength of the written copy, even the placement of your logo and contact information, should be taken into account.
Repetition, Repetition, Repetition.
Viewers may not be ready to become buyers right now. They may not be ready in the next two weeks. But that doesn’t mean they won’t be ready to make the conversion in the next month. Repeat mailing is essential because of the fact that timing is a huge factor in the decision making process of purchasers of your business’s services or products. Repeat exposure to what your company can provide keeps you at the forefront of potential buyers’ minds. This ensures that when they do become ready to purchase, you are who they think of first.
The specialized strengths of a mailing company such as Kessler Creative are invaluable in furthering 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!