You hear it all the time: “print is dead.” While companies are migrating to online advertisements and allocating less time and resources toward direct mail campaigns, there are still several benefits to the old-fashioned way. Purchasing a direct mail marketing list might seem like an unusual step to take in a marketing environment that’s become increasingly technology-driven, but it still represents one of the most effective ways to attract customers. Here are some pros of purchasing a business mailing list for your next direct mail campaign.
- Target your specific audience: Why send mail to anyone other than the customers you want? Purchasing a business mailing list gives you access to specific demographics that are more likely to want your products or services. Generating a list can be difficult, but when you develop a list based on factors like age, income, gender, ethnicity, and location, you’re only improving your chances of someone wanting your specific service. Targeted mailing strategies allow for you to build your business database without having to worry about several different variables, like who your audience is and what they’re interested in.
- Build your database: Tracking your direct mail marketing information gives you the opportunity to account for response rates. You can track your advertisements by including coupons—the barcode or promo code on the coupon is a great way to collect accurate data about where, when, and how that coupon was used compared to when you started your campaign.
- Include more in-depth information: A tweet can only have so many characters. When people are surfing the internet, there are countless other sites they can go to without a second thought. Instagram might look great, but how often do people exit out and go to a different app within a few seconds? With direct mail, you can include much more information that can’t be conveyed in a social media post or email. Give your audience all of the information they need to know!
- Build your customer base: Purchasing a business mailing list is a great way to expand your audience base. If you have the means to purchase a list, then the sky’s the limit for how large you want your audience to be.
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.
You want to make sure your next direct mail marketing campaign is a success, but how do you make sure you get the results you need? Outsourcing your direct mail marketing to a full-service company is a great strategy for increasing brand awareness and reaching your target demographic. While your company may be experts in developing your product, marketing might not be your strong suit. There are a host of legal compliance standards, direct mail techniques, and other specific aspects of direct mail marketing that companies aren’t aware of that can lead to increased marketing costs and ineffective campaigns if you’re not careful.
Using Presort to outsource your next direct mail marketing campaign can be a huge boom for your company, and help you attract the specific customers you want using your product. Below are some benefits of working with a full-service direct mail company.
- They’re already certified: Companies with next-to-no experience of direct mail marketing most likely aren’t aware of security qualifications they need to adhere to for their next campaign. You could hire a staff internally, but that would only cost you more money and most likely subtract from your advertising budget. Working with a full-service direct mail company with experience complying with legislation like the Data Protection Act (1998) and the GDPR (2018) is crucial for avoiding costly fines and keeping your campaign afloat.
- Customized campaigns: Custom postcard printing and mailing services are one of many helpful solutions direct mail companies can offer. You want your marketing campaign to include the best parts of your product to build brand recognition, customer loyalty, and generate interest in your company. Presort provides custom printing services, mailing lists, and postcard designs so you can specialize your campaign to your exact standards.
- They’re cost-effective: There are several services direct mail companies offer that is available at a lower price than an in-house team could offer. Presort provides savings through bulk mail ordering, sorting, and data analysis. If your in-house team is constantly trying to learn the ropes of a direct mail campaign, then you’re already wasting money. Choose a provider that has experience in the field and knows exactly what your brand needs to kickstart a successful marketing campaign.
At first glance, direct mail and digital marketing strategies don’t seem like they’d go hand-in-hand—in fact, most people see them as different as night and day, separated by a firm generational line. So, how can direct mail marketing strategies coexist in a landscape seemingly dominated by more modern virtual marketing? First of all, it’s important to note that the two aren’t mutually exclusive. Having a toe in each pool makes for an altogether well-rounded marketing approach and gives your company the best chance of reaching a broader audience. Here are some helpful ways a direct mail marketing campaign can not only coexist with your digital rollout but supplement it and increase your reach.
It gives your audience something to hold on to
Sure, sending an email is quicker than direct mail. But how much more cluttered is the average person’s inbox compared to their mailbox? Giving your audience something tangible to hold on to brings your company to life—you’re not a little box they can click out of without a second thought. Electronic information is significantly easier to discard and more difficult to trust. Direct mail marketing companies hone in on the idea that a letter is something personal that arrives at your specific home, rather than a simple email sent to hundreds or even thousands of people.
Your direct mail can actually direct traffic to your digital platform
It might seem like a roundabout way to generate web traffic, but including information in your direct mail is a great way to increase brand awareness and let people know about what next steps they need to take to use your product. Business owners rely on direct mail companies to generate urgency for their services by including helpful information in a letter; it’s easier to include more content in a letter than it is in a Tweet or Instagram post.
Using a direct mail marketing strategy can result in significant cost savings for your next campaign. Presort’s customers save on marketing mail orders, so they can reach their target audience while spending less money than they would have had they just used a digital marketing strategy. With more money left over to spend on your digital marketing, you can have the best of both worlds.
It feels more personal
When building up your content before your next campaign launch, make sure that the targeted advertisements you’re sending out into the world are personal and specific. You don’t want your letter to simply end up in the junk mail pile. Digital marketing strategies are meant to reach a broad audience in as little time as possible, while letters—whether they’re envelope mailers, postcards, self-mailers, or other marketing materials—still have that personalized feel that digital marketing can’t lay claim to. Sure, everyone might be using social media these days (You should be, too!), but there’s still something to be said for the effectiveness of direct mail.
You can target a specific audience (and quantify useful data)
You’re probably wondering how direct mail marketing companies can claim that they can target audiences with the same precision and reporting capabilities as a digital marketing company. But direct mail campaigns rely on unique mailing lists to identify their target demographics, so their product reaches a specific audience that fits perfectly with their brand identity. Including coupons with barcodes also enables specific tracking, so you can see exactly where and how your audience used your product.
Give your business the best chance of achieving success—don’t limit yourself to one specific marketing strategy when you can have the best of both worlds.