Even though other forms such as social media and email marketing are fast gaining popularity, direct mail still works and isn’t dying anytime soon. It hasn’t become out-dated as some may think. Even in the current digital age, implementing a traditional direct mail campaign can still do wonders for your business.
Due to the relatively low costs of mailing letters and postcards compared to mass media options, direct mail marketing campaigns are quite popular with small businesses. Additionally, with direct mail, you can target your potential customers.
While consumers sometimes feel overwhelmed by what they frequently call “junk mail”, you can design a direct mail marketing strategy that takes care of this problem. A successful direct mail campaign is determined by your marketing efforts and how relevant your product and service are to the target audience. As you create your mailing list, be selective on the names you include here. There’s no need for sending a piece of mail to someone who’s not interested in your product and service. Chances are, they may not even view the mail, and that would be a waste.
Are you wondering how to make direct mail effective for your business? If your direct mail marketing strategy isn’t bearing fruits, you may need an urgent answer to this question. The truth is, you don’t have to do anything outside the ordinary to increase your response rates. Maybe you just need to modify your direct mail marketing strategy a little bit and change how you do things.
If your direct mail campaign isn’t yielding fruits, the following tips will be of help.
Identify Your Target Market
You can’t just wake up one morning and send your mail or postcard to anyone. If it’s not relevant to them, they may not even open to see the contents. For your marketing efforts to bear fruits, you should send your mail to your target audience. But how do you identify your target audience? To know the potential customers for your product and service, you must explore the market and identify the needs of the consumers. If what you offer matches the needs of a given section of the population, then that becomes your target market.
From here, you can come up with a mailing list and then create your direct mail. Therefore, before rolling out your direct mail marketing campaigns, know who needs your product and service. You may not get a long list of potential customers, but with those few, you can generate more sales.
Be Relevant As Possible
Give people what they want. Remember, you need to please your customers for them to buy your product. Be precise when it comes to giving them information about your product and service. You don’t have to send a long piece of mail with information that won’t add value to your product and service. To ensure what you send is relevant, you can ask your potential customers to tell you what they want, or anything they would like you to add in the future. Additionally, keep in mind that nobody is interested in reading long mails. Therefore, keep it brief and on point. You may add graphics to your piece of mail, but again don’t overdo it. Keep it simple, but ensure what you offer them is sufficient to add value to your content and give them what’s necessary.
Avoid Sending Junk Mail
Customers are good at ignoring mails if the content isn’t adding value to them. Therefore, make sure you catch their attention from the onset. Marking a piece of mail “urgent” when in the real sense it’s not, makes your potential customers feel misled and chances are, they’ll ignore your mails in future. You indeed need to catch their attention right away, but do it in the right way.
To improve readership and increase response rates, ensure you choose the format, list, and offer for the highest return on investment instead of going for the lowest cost. To capture the attention of your readers, you can use handwritten fonts and personalize your postcards as much as you can. This sets your postcards above others sent by your rivals, and your potential customers are most likely going to prioritise your postcards. They may not all convert to sales, but at least it will boost your response rates.
Do Regular Follow-ups
Sending a piece of mail to your mailing list doesn’t mean the deal is done. You may not get a single response from the mails you sent, but this doesn’t mean you give up on your customers. Even if your marketing efforts never bore fruits, try and do a follow-up. Maybe a customer was too busy to check out your product, but through a follow-up, you can draw their attention to it. Again, most people won’t buy your product on the spot. They may need time to know more about it before trying it out. Therefore, with a follow-up plan in place, you can win them over time. Additionally, you can follow up with a customer after he or she makes a purchase. This is a sign of appreciation and shows that you care about their satisfaction. Who knows? They may come back again or refer a friend.
Make Your Call-To-Action Count
With a well-designed call-to-action, you can easily convince your potential customers that it will improve their lives by doing business with you. A call-to-action should be persuasive enough to trigger action from your customer. You should ensure it’s clear, brief, but comprehensive. To make it more effective, you can include it multiple times throughout the piece of mail. It makes your customers recall your offer long after reading the mail. So, don’t get worried that you’re repeating it many times. So, where should you include your call-to-action? You can use sidebars and postscripts that are offset from the main content to provide a recurrent call-to-action.
A successful direct mail marketing campaign equals an increase in sales. Now, having known how to make direct mail effective for your business, keep monitoring the measures put in place to see if things are working out.
Posted on Tuesday, October 29th, 2019 at 4:14 pm in Latest News.