How to Make Direct Mail Work for Your Business
Over the years, digital marketing and social media have been making a splash in the advertising industry. This is a mass-marketing tactic that reaches large audiences quickly. If you own a business, it’s good to have the right people running these marketing campaigns, but even better to have a direct mail strategy in your arsenal. Direct mail is a great way to make a personal connection with your target customers, but, unfortunately, not everyone knows how to execute this type of marketing service properly.
As an experienced direct mail company, our team knows how to pull off a successful mail campaign. In return, this can help you generate better conversion rates and a more successful bottom line. If you want to take your business to another level, it’s important to practice these printing and mailing strategies:
Enhance Your Social Media Presence
Online advertising alone isn’t the best way to get your message noticed. In fact, according to a recent survey, 71% of people say they don’t pay attention to most advertisements online. This includes emails, display ads, and targeted campaigns. Compare that to 63% of the same respondents reading printed advertising mail that is addressed to them and delivered to their homes. Online ads allow you to go in-depth and give people an easy way to contact your business, but people have a degree of mistrust for online content. Direct mail is tangible and can drive people to go online and find out more about your products and services.
Make Your Call to Action Clear
When it comes to direct mail, it’s important to have a clear and concise message. You should have one main call to action listed on the mail piece. This eliminates confusion and helps you generate the business you’re looking for. Make your call to action jump out at the reader in the title or on another headline.
Use Split-Testing Techniques
Be unique with your postcard designs. When it comes to postcard printing, it’s important to have multiple copies and designs ready. Create different custom pieces to send to different people on your mailing list. Send two different designs and see which one generates the most successful traction. If one design generates a higher response rate, it’s probably best to use that type of custom design going forward. This sets the tone for the rest of your direct mailing campaign.
Check in on Your Customers
Direct mailing is all about building loyalty and trust with your customers. If a prospect purchases one of your goods or services, follow up with them to see what they thought. This will help you build rapport with your customers and show the appreciation you have for their business.
Influence People to Visit Your Website
Sending direct mail is a great way to cross promote the other services you offer. Entice readers to visit your website to learn more about your company’s solutions. It’s always a good idea to supply your prospects with a redeemable code or coupon that can only be activated online. This should help you generate more traffic, sales, and conversions from your website.
Personalize All Messages
Personalization and authenticity are the key components to a successful mail marketing campaign. Tailor your message around the individual as much as possible. If they are a previous customer, try to bring up something you know will interest them. This shows customers that you want to provide an honest service that solves their specific problems.
Use Brief and Relevant Content
Don’t waste time cluttering your mailed piece with content. Be brief with your text and use relevant details. The fact is that readers typically have a short attention span. No one wants to spend time reading a postcard that is flooded with words. Provide them with a piece that is direct, catchy, and meaningful.