How to Execute a Successful Direct Mail Campaign in 2019
Many people think direct mail is losing its touch. Well, those people are wrong. Direct mail services will always be a critical marketing solution as long as you know how to stay ahead of the curve.
Many people hate the idea of change, but it’s not always a bad thing. The direct mail industry goes through several changes every year, but they’re all for the better. And we’re not talking about just switching up a postcard design. As St. Louis’ premier source for direct mail and printing support, we’ve learned what works and what doesn’t.
The Keys to Successful Direct Mail Marketing in 2019
If you have an idea for a direct mail marketing campaign, make sure you’re aware of the latest trends in the personal outreach industry. This includes the latest policies and procedures enacted by the United States Postal Services (USPS). Once you’ve mastered these standards, you’ll be able to put your direct mail strategy together by following these five critical steps:
Build the Right Mailing List
First, you need to define your target audience. This determines the types of people who will receive your marketing pieces. Whether they’re loyal customers, prospects, or a combination of both, you’ll need to target specific segments based on things like:
- Income levels
- ZIP codes
- Purchasing behaviors
If you operate with a customer relationship management (CRM) system like Salesforce or Hubspot, make sure you pull accurate data from these tools to form a proper mailing list. Once you collect all this data, you’ll be able to prepare different types of mailing options including subscriber lists, consumer direct mail lists, affiliate lists, and even B2B lists.
Create Stunning Designs
The design is one of the most important aspects of your direct mail strategy. You want to create a personal design that connects with each audience member. The design reflects your overall company image and reputation, so it’s important to create a unique yet professional layout. To captivate audiences with your design, you’ll need to follow these criteria:
- Create bold headlines with a clear call to action
- Choose an image that successfully supports the message
- Decide on an eye-popping color scheme
- Use subheads that lead into the main text
- Continuously promote your benefits
- Make the company name and logo stand out
- Include the right contact information
Budget for Printing and Mailing Costs
Direct mail marketing is predicated on five things:
- The number of prints produced
- The type of design created
- How long your mailing list(s) is
- The addresses you’re using
- Postage rates
This is a lot to tackle, especially if you’re handling everything on your own. The most cost-effective way to execute your strategy is with help from a direct mail service provider like Presort Inc. We’ll be able to take care of everything from start to finish to ensure every aspect of your campaign is successful. There’s no reason you should have to break the budget on your campaign, so just pay one small service fee with us and we’ll make sure it all turns out flawlessly.
Know the Logistics
This is where you’ll need to know the ins and outs of postage routes, presorting, and the door stops. First, you’ll have to determine whether you want to mail to a targeted mailing list or if you want to expand it to include people in certain geographic areas. This is a tactic called Every Door Direct Mail (EDDM). If more prospects are in this entire location, the chance of you getting a higher return on your investment (ROI) is much greater. Once you’ve made that decision, you’ll need to account for warehousing and distribution services. You’ll pay more depending on the type of packaging and the number of orders that need to be fulfilled.
Regularly Update Your Campaign
It’s important to measure the effectiveness of your campaign. Make sure to study every stage of the buyer’s process and label where each prospect sits. Send loyal customers new rewards opportunities and let new prospects know about new sales. This helps build brand awareness and promotes new activities. Always follow up periodically with unique personal mail items that interact with different CTAs. Whether you’re encouraging people to claim a scratch-off prize or follow you on social media, it’s best to keep things fresh and exciting.
Polish Your Direct Mail Marketing Efforts With Presort Inc.
The experts at Presort Inc. work tirelessly to make sure your direct mail campaign goes according to plan. We’ll be by your side from the initial design to the final print and distribution. Whether you’re getting ready to kick off a new marketing campaign or just want to revive an old one, you can always count on Presort Inc. to make it a success.
Contact us today to learn more about our affordable and comprehensive service options!