There’s more emphasis than ever on digital marketing strategies and ubiquitous social media marketing these days. However glued people may seem to their computers and smartphones, it’s hard to beat the specificity and data collection of direct mail advertising. When done correctly, direct mail marketing can be a valuable asset for your outbound marketing strategy; unlike virtual marketing, direct mail gives you access to specific demographics and enables you to hone in on the target audience your team is interested in reaching. It’s effective, inexpensive, and the results are easily measurable: what more do you want? Here are some helpful tips for your company before you start your next direct mail marketing campaign.
- Identify Your Target Audience: Who do you want to attract (and retain) with your advertising campaign? The more information you have on your target audience, the more likely you are to find success. Sending out direct mail to a hodge-podge of potential customers might yield some success, but honing in on specific demographics is significantly more effective. But make sure you don’t go too niche with your campaign; if the volume isn’t enough, then you probably won’t get the results you were hoping for.
- Plan the Next Step: So you sent out a letter to your intended audience—now what? Strategize a plan for ongoing mailing for a given campaign. Sending out one letter won’t be enough; it’s pretty rare to hit a home run on the first pitch. Send follow-up mail that builds off of the previous letter, so you build a rapport with the customer even though you’ll never actually be in the room with them while they listen to your pitch. Make sure your next letter capitalizes on the interest generated from the first letter, so your customers keep coming back for more.
- Learn Something New with Every Letter: One of the key aspects of strategizing for a successful marketing campaign is taking stock of what works and (perhaps more importantly) what doesn’t work. If your strategy isn’t effective, evaluate other options and consider what might not be landing with your direct mail marketing campaign: is it a matter of the content not being direct enough? Are you reaching the right audience? Is the product you’re offering not landing in the right hands, or does the offer itself need to be fine-tuned? These are all important questions you need to ask yourself with every marketing campaign. Never stop learning from your mistakes; the second you stop moving forward, you’re going backward.
- Engage Your Audience Directly: Your direct mail shouldn’t beat around the bush—implore your audience to take action. If you’re not building a sense of urgency, then they won’t be inclined to do what you’re asking of them. If a customer is on your mailing list, they’re there for a reason. You know why they’re on the list: now make sure THEY know why they’re on the list. If your advertising isn’t giving your audience a good enough reason why they should want to take the next step, then it’s time to reevaluate.
- Track Your Results: Direct mail marketing strategies are cost-effective, easy to utilize, and allow your brand to reach a lot of households without too much effort. That doesn’t mean you should just sit back and wait for the letters to work their magic—including coupon codes, barcodes, special promotions, and other trackable information gives you the opportunity to tangibly see how well your campaign is performing. Give yourself a benchmark for what sort of return you want to see on your direct mail advertising campaign and track the results accordingly to see if you’re falling short and what adjustments you need to make.