Presort Inc. is the direct mail marketing specialist that will give you the means and the medium to have your message seen by prospects who matter.
One of the greatest abilities of direct mail marketing is being able to deliver a clear, straightforward message to your recipients in a creative, tangible way. Through direct mail you can introduce new products or services, reconnect with customers, showcase a deal or discount, or spread your message. But what that message is and how you present it goes a long way to crafting an effective, successful direct mail campaign.
This blog will give you some tips on how to fine-tune the messaging in your direct mail strategy so you receive a higher response rate and more return on your investment.
This is your opportunity to speak directly to them and address their needs. Direct mail marketing starts with a targeted mailing list that is pared down to an audience based on interest, geography and other factors. When you are writing your direct mail piece, the target audience should never be “everybody.” While you could direct the language toward a general audience, you are missing an important aspect of direct mail—personalization.
Knowing who you are sending your mailer to is as important as understanding the scope of your campaign. While even the recipients of a mass mailing should all have something in common, the opposite can also be true. A pool of prospects that is too narrow will needlessly limit the number of people who receive your message. Striking a perfect balance is important.
What do you want your campaign to do? Of course, the ultimate goal is increased profits or awareness, but the action your prospect takes is a direct result of the message. How does your direct mailing campaign fit with other marketing efforts your organization may be doing at the same time? How can they complement each other?
Now is not the time to get into the nuances of your industry or include tangents. Even if you are sending brochures or sell sheets, the simpler the message the more of an impact it will make. What will most compel your target audience to act? Remember that direct mail messaging is part of an omni-channel marketing strategy. Mail will drive traffic to your website or landing page, which means detail and tangents can be reserved for later in the buying process. Your mail should be short and to the point. Grab the reader with a strong headline and always focus on the benefits your product will bring.
The easiest way to convey your message is to use ordinary words, active verbs, and short sentences. An informal, conversational tone will naturally communicate what you want to say. Pay close attention to the words and tone you use to avoid coming off as condescending, threatening, or “salesy.” Be authentic, be conversational, and most important of all, be real.
Don’t forget to help your customer respond to your mail by spelling out exactly what you want them to do. Maybe you want them to scan a QR code, or call a number for an appointment. A direct call to action will tell them to do exactly that.
Whether you need to announce a sale with a simple postcard or want to introduce a new product or service with a more in-depth brochure, Presort Inc. has the solution that will get you results.
Direct mail is proven to create action. To make sure you get the most ROI, call Presort Inc. Whether you need to announce a sale with a simple postcard or want to introduce a new product or service with a more in-depth brochure, Presort Inc. has the solution that will get you results. Remember, the message is a critical component of any successful direct mail campaign. Let Presort Inc. be your guide.