Choosing the right style of direct mail can impact the success rate of your campaign.
One of the powerful advantages of direct mail is its ability to be tracked. Nobody really knows for sure how effective a billboard is or a display print ad. While emails and website advertising can be tracked, it doesn’t generate the measured response that direct mail does.
Customers value something that is tangible—a written offer can be brought to a store while a virtual offer can be lost in the ether. Print marketing stimulates all the senses and it has emerged as the king of marketing.
What then can be done to boost this strategy? Here are some concepts to think about to supercharge your next direct marketing campaign:
One of the most crucial parts of your marketing strategy is a clear offer. Start by looking at the wording of the offer, is it confusing? Is the incentive worth it? A direct mail campaign is a great way to test the effectiveness of your offers to see which ones get the most response. And remember that when your strategy is to pinpoint a specific audience, you can tailor that offer to the audience in mind.
Also, think about how your direct mail fits into your greater strategy. A modern marketing strategy takes a multi-channel approach combining a direct, physical mailer with a social, online response. This not only makes it easier for the prospect to take advantage of your offers, but you also gain a wealth of insight into what the target responds to and why.
Before anyone reads what you sent them, they decide whether to read it or throw it away—this is why creative, eye-catching design is critical. The piece you choose should convey your message before anyone reads a single word. It should be easily digestible, easy on the eyes, and represent your company or organization at a glance.
People respond differently to different types of mail advertising and those different methods can accomplish different things. At Presort Inc., we offer a number of specific mailers that can accomplish exactly what you need them to:
Postcards – Even a small card can say a lot about your business. Postcards are an effective strategy to spread a single message to a large audience.
Catalogs – A booklet of what your company offers isn’t only for physical products. Imagine the clarity you will give your customers when they can get detailed information about everything you offer.
Brochures – When you want to highlight a specific product or service, or if you have a special deal for any of them, a brochure is a great way to convey a lot of information in a small package.
All effective marketing strategies are based on getting the prospect to do a specific action. What do you want your prospect to do? Head to a website? Call a phone number? Your mailer absolutely must have a clear call to action that tells them exactly what to do next in order for it to be effective.
This CTA can be crafted around the exact need the prospect has at that very moment. Does your company offer landscape cleanup services in the spring? Have them call you to set up an appointment. The most effective CTAs literally tell the reader what to do. Never shy away from this—be direct and always remember that your entire marketing strategy boils down to that specific prospect taking that specific action.
There are right and wrong ways of approaching direct mail marketing, especially when your goal is to increase direct mail response rates and Presort Inc. is the direct mail marketing expert that can make sure you see the maximum return on your advertising investment.
Presort Inc.’s team is made up of full-service problem solvers who are committed to helping your business excel. You can count on our direct mail industry expertise to make a meaningful connection with your target audience—one that’s powerful enough to strengthen your bottom line.
If you are ready to take your marketing campaign to the next level, contact the experts at Presort today. Give us a call at 314-771-7678 or send us a message to set up a consultation with one of St. Louis’s leading direct mail experts.