No, direct mail is not dead. Statistics show that 39% of customers try a business because of a mail advertisement. With numbers like those, it may be time to get going and give direct mail a try. The big question is: how do you make your campaign stand out?
Here are our tips for creating a direct mail campaign:
Make it feel nice
We’re not talking about the warm and fuzzies here. You want the mail you send to actually feel nice in your hand. Think nice, heavy paper, unique shape, etc. The upfront cost will be greater, but having a high quality mailer helps prevent the quick throw away and deliver you more return.
Send to the right people
You’re going to need to rent a mailing list from a mail house, but you’re going to need to rent the right list. Take a close look at your current customer base and find a similar list. Talk to your mail house about the demographic information they have available. It will be most affordable for you to find a few zip codes where your target audience lives and send there.
Stay away from the cheese factor
FREE MONEY! WE CAN HELP WITH THAT!!! Yeah, turns out, most people aren’t easily duped. Direct mail won’t be effective if you splash cheesy headlines all over it, especially if they are in all caps with a million exclamation points. Keep it classy.
It’s important to provide value with your direct mail. The highest performing direct mail campaigns generally offer a coupon. This will catch the reader’s attention and give them a reason to buy now. Don’t forget to include an expiration date to increase the urgency.
Have a clear call to action
As with all marketing, it’s important to clearly ask for an action. You will want to send readers to your website to schedule an appointment, make a reservation or complete a form. Keep it simple.
Send a follow up
It can take a person seeing your brand multiple times to go ahead and give you a try, so you need to send to the same lists multiple times. Create a campaign that builds on itself and send each piece a couple of weeks apart. This additional investment will help to increase your overall return.
Go ahead and get sending! If you need direct mail materials designed, schedule a consultation today. We’d love to help you deliver!