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6 Ways to Build an Effective Direct Mail Campaign | Presort Inc.

6 Ways to Build an Effective Direct Mail Campaign

We live in a world dominated by digital advertising, but an effective direct mail piece is a surefire way to stand out in the eye of the consumer. 

Technology has transformed the marketing industry. Digital advertisements flood our screens every time we surf the web, scroll through social media, and check our emails. Yes, these are quick and easy ways to create brand awareness, but there isn’t a lot of authenticity behind these marketing tactics. Though we live in a world dominated by the internet, it’s best to take a traditional outreach approach and execute a more personal strategy. 

How to Building a Successful Direct Mail Strategy

Digital technology may be changing the printing and mailing industry, but there will always be a need for a direct mail service. But before you begin distributing advertisements to prospects and loyal customers, make sure you put these six critical practices into effect: 

1. Study Your Data

The first step in creating a direct mail campaign is to leverage accurate data. If your company operates with a customer relationship management (CRM) system, make sure you’re pulling the latest data sets from your dashboard. This gives you a clear indication of who your target audience should be. From there, you’ll be able to build an accurate mailing composed of potential customers and loyal purchasers.

2. Build a Personal Campaign

The most effective types of direct mail are those with a personal touch. And that means more than just addressing the package with someone’s first name. Every prospect and customer is unique, so make sure you treat them as individuals. Create personal mail items based on the information collected from your CRM tool. Segmenting your data and providing personal offers helps yield the best results. 

3. Time It Perfectly

If you want a good response rate, you need to make sure you time the delivery appropriately. To get a good return on your investment, you’ll have to make a connection with your audience using the right medium at the right time. For example, it’s best to mail a personal brochure about an upcoming holiday sale at the beginning of the winter. Finally, make sure to take note of which stage of the buyer’s journey the prospect is in. 

4. Take Multiple Approaches

When it comes to direct mail, it’s best to switch up your marketing efforts. Integrate multiple pieces into your direct mail campaign. Don’t just focus on a single brochure or postcard. Fill your campaign with a variety of mail items. For best results, it’s wise to A/B test your efforts to see which item has the best effect on your audience. And to generate the best response, encourage audience members to interact with your social media ads and email promotions. This improves promotional efforts all around. 

5. Measure the Success of Your Marketing Efforts

At the beginning of your campaign, you should set up measurable key performance indicators (KPIs). As you build out the campaign, follow up periodically to track the results. These are some of the metrics you should be taking into account:

  • Size of the target audience
  • Cost per item mailed
  • The total campaign budget 
  • Response/conversion ratios
  • The average income per prospect
  • Profit accumulated since the start of the campaign

Measuring these results throughout the course of your campaign enables you to sharpen your strategy, giving your campaign a competitive edge.

6. Execute and Renovate

Once you’ve collected the results you need, use that data. Alter your campaign regularly based on the responses you’ve previously generated. This optimizes your direct mail pieces, ensuring they meet your prospect’s interests. Always be persistent when executing your direct mail campaign as well. Send multiple follow-ups according to the different sets of information you have on file. 

Create the Perfect Direct Mail Campaign With Presort

When you’re ready to put the perfect direct mail strategy into effect, contact the experts at Presort Inc. We are a team of problem solvers who will do whatever it takes to get your personal mail in front of the right set of eyes. You can count on us to be there every step of the way, from the initial design to order fulfillment and beyond.

Get ready to take your direct mail campaign to the next level by setting up a free consultation with the Presort Inc. team today!

Tips To Help You Design Engaging Direct Mail

Direct mail is a great marketing tactic to build rapport with your customers. A great mail piece is something that will make a lasting impression on your target audience. It speaks directly to the consumer and relays a message that resonates to their needs. Today, one of the most important components of a mail marketing campaign is the element of graphic design.

 

As experts in direct mail graphic design, we’ve learned the best approaches needed to pull off a successful direct outreach campaign. If you want to put together more creative direct mail designs, then make sure you practice these strategies:

Keep It Simple:

By now, you’ve probably heard the phrase, “less is more.” This is extremely vital when your company is putting together a mail campaign. When it comes to direct mail marketing, simplicity is the best approach to take. Don’t overfill your mail piece with pictures and long content. Use simple pictures and relevant information that is easy for readers to remember.

Be Brief And Quick To The Point:

Active images and a distinctive design are the most important parts of any tangible mail piece. A high-quality piece of mail always has one clear call to action boldly labeled. Aside from that, you want to use as little content as possible in order to get your message across. Be direct and use brief details.

Add Color:

When you are designing and printing mail advertisements, color is one of the essential elements that will enhance your piece. Use an eye-popping color that grabs the reader’s attention. An appropriate color scheme will trigger an emotional connection with the reader.

Utilize Imagery:

Adding graphics to your design is a great way to convey your message. A powerful image will stimulate the brain much faster than reading text. Be creative and avoid using  stock images as much as possible. Don’t over clutter the design with a bunch of different images. This can be overwhelming for your audience to look at. As a rule of thumb, it’s best to use two to three images per piece.

Use Sense-Appealing Elements:

Colors and graphics are usually the most exciting parts of your design, but it’s important to use the right ones. Additionally, it’s also important to design a piece that appeals to the rest of your senses. Don’t just create a design that looks great. Make sure the body of the document is a smooth, yet enticing texture. If you really want to make the right impression on your audience, then choose a comfortable texture like a glossy finish.

Size Appropriately:

When it comes to direct mail, the size of the finished product can be a major difference maker. There’s nothing wrong with standard postcards, but sometimes it’s best to go against the grain. Sending out prints that are noticeably larger or smaller will stand out to prospects and customers. This is a subtle way to differentiate you from your competitors.

Create Personal Messages That Resonate:

Personalization and authenticity are key to sending mail that will persuade your audience. Personalize your designs towards individuals on your mailing list. This shows customers that you genuinely care about solving their problems. Offering a personal service in your mail piece will show people that you have a trustworthy solution that serves their needs.

 

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 equipped 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 properly execute this type of marketing service.

 

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, then it’s important to practice these printing and mailing strategies:

Make Your Call-To-Action Clear:

When it comes to direct mail, it’s important to have a clear and concise motive labeled. You should have one, main call to action listed on the mail piece. This eliminates confusion and will help you generate the business that 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 out and see which one generates the most successful traction. If one design generates a higher response rate, then it’s probably best to utilize 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, then follow up with them to see what they thought about the solution. This will help you build a 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 that 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 that will stick out. 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.

 

How Direct Mail Can Boost Your Online Presence

As an experienced direct mail company, we’ve learned that this most important thing is to reach your target audience with the right mail pieces. With the evolution of digital technology, this has become easier than ever. It’s important to present your customers with a call to action that can only be accomplished online. Printing and mailing business cards and marketing assets is a great way to help you draw traffic to your company’s website. By utilizing the right marketing approach, you can expect to generate a greater ROI as a result.

These are some of the ways that direct mail campaigns can level up your company’s presence online:

Integrate With Your Digital Marketing Efforts:

Direct mail and digital strategy are a powerful  combination for search and reach strategies. When you send a direct mail piece, you usually have a higher response rate than any other outreach method. If you send a postcard printed to a client or prospect, your goal is to persuade the target to visit your website. In turn, this will help boost conversions that can only be accomplished online.

Reach Multiple Audiences Faster:

Direct mail is a less intrusive way to get your brand in front of the public eye. In order to effectively execute this outreach strategy, it’s good to analyze the traffic your website already brings in. This gives you the chance to see where most of your visitors are coming from. When it comes to mail marketing, this is an easy way for you to develop target lists early on. In turn, you’ll be able to distribute mass amounts of direct mail to the potential customers much more quickly.

Avoid Digital Roadblocks:

Digital marketing comes with many opportunities, but it also creates a lot of challenges to get around. For instance, an email advertisement can be easily blocked or filtered into a spam folder, never to be seen. Users install ad blocking software to deter digital ads away. Designers and copywriters spend long hours creating these pieces, so don’t let all the hard work go to waste. If you really want to make an impression on your audience, then it’s good to execute a direct mail marketing campaign as well. This ensures that the custom design at least reaches the intended prospect.

Compel Customers To Visit Your Website:

Who doesn’t love a discounted service? Sending direct mail is one of the best ways to inform people about sales, discounts, and reward opportunities. Motivate your prospects to visit your website by providing them with coupons to go along with your direct mail pieces. Customers that want to use the coupon will have to visit the website so they will be able to claim discounts, giveaways, and more. This usually results in people exploring your website to learn more about the other services that are offered.

The Importance Of Variable Data Printing

Marketing is constantly evolving and direct mail tactics are transforming with the evolution of digital technology. Nowadays, companies use high-quality software to put a personal touch on all mailed pieces. Businesses rely on variable data printing (VDP) technology to help create more engagements and responses from clients and consumers. If you are a business owner, it would be in your best interest to adopt VDP to boost the results of your marketing mailing campaigns.

 

New printing technology can bring a fresh new aspect to your marketing strategy. Take advantage of the top perks and watch your business grow right in front of your eyes. These are some of the ways that VDP software can help your business generate a greater ROI:

Build Attention-Grabbing Mailing List Data Sets:

Increase the response rates from customers and prospects by filtering out any sets of irrelevant data. With VDP technology, you have the ability to build specific mailing lists that pertain to different audiences. This software generates analytics and insights about where people live, their marital status, occupation, and so much more. Variable data printing is one of the best tools for you to utilize when you’re building a strategy for mailing campaigns.

Create Automated Mailing Processes For Multiple Locations:

When you are sending mail to businesses, make sure you send it to the right branch. If you are targeting a company with multiple franchises, it’s important to send your piece to a decision maker at his main office. Variable data printing allows you to print pieces that are most convenient for that targeted recipient. This helps if there are multiple store locations available. With VDP, you have the ability to see which address makes the most sense. You’ll get access to the zip codes and distances

Generate Analytics To Target The Right Market:

With variable data printing support, you have the ability to discover demographic data and consumer interest information. VDP offers sophisticated targeting applications so you can determine which audience is best to send mail to. With VDP software, you’ll always have the metrics you need to get the right reach. Additionally, you can also integrate VDM software to monitor website traffic and digital strategy approaches. Using VDM gives you the ability to detect the interest of your website visitors. If you run a digital advertisement, you can track how many engagements that specific ad generates.

Save Time And Money:

A variable data printing system will help you eliminate the frustration that comes with mass printing. With VDP, you have the ability to print the exact amount of mail pieces that you need. This eliminates waste and duplicate prints. In addition, VDP reduces the amount of time  spent on labeling. VDP systems grant users the ability to print addresses directly onto the mail piece. Just type in the information and when the piece is printed out, you have the advertisement ready to mail.

Create Custom-tailored Mail Pieces

Create custom-tailored mail pieces with VDP software.  Variable data printing systems give you a gallery of fonts, colors, and other custom applications to create an authentic marketing piece. Thanks to these advances in technology, you have the ability to create a piece that makes a direct connection to each client or consumer..

 

Factors for Analyzing a Successful Direct Mail Campaign

Is your direct mail printing strategy effective enough?

Starting up a direct mail campaign without having specific metrics in place is a recipe for disaster. If you’re not diligent about adhering to a set of predetermined factors to measure yourself by, then you’re already putting yourself at a disadvantage; how can you ever hope to understand whether or not it’s successful if you don’t even have a method to measure that success?

An effective campaign relies on heavily backed data to emphasize what went well or highlight where it fell short. Without that in-depth analysis, it’s impossible to make the proper adjustments for your next direct mail advertising campaign. So, what factors do you need to be looking at? We’ve outlined a helpful guide below so that you know exactly what you need to do to make sure your mail ends up in the right hands.

  • Results: Sure, this one might seem like it should go without saying. But you’d be surprised at how frequently there’s a disconnect between what you’re offering and whether or not potential customers take the bait. If your mailing list isn’t generating results, then it’s time to think critically about why: Was there interest with no purchase? Where specifically did your numbers fall short? See what about your process turned customers off, and what about that specific part made them wary of moving forward.
  • The Offer: Is this the second, third, or maybe even fourth time that you’ve tested this offer? If so, think about what offer you’re putting out there, and how its message might be compromised by myriad factors. Make sure what you’re trying to say is coming across loud and clear; if clarity isn’t the issue, make sure that the message aligns more closely with what your audience is looking for.
  • Audience: Direct mail services live and die based on the people they reach. Make sure that the audience that you’ve identified is one that you’re trying to bring in, and that they’ve been identified because they’re the best candidates for what you have to offer.
  • Size: Direct mail postcards might vary in size, but that doesn’t mean you have to go gonzo and pick a size and look that’s obnoxiously large. You want your message to stand out, but you don’t want to be intrusive. If you’ve used a similarly-sized piece of mail before and it’s been successful, stick to playing the hits; if not, it’s time to make a change.
  • Design: Design is more than the simple placement of colors or images; you need to select specific color-schemes and on-brand images that get your message across effectively. Make sure that the layout is in keeping with what you’re trying to say to your audience.
  • Copy: Now that you’ve got their attention with an eye-catching design, make sure your copy backs up the message in a conducive way. Make sure that your font is eye-catching—highlight or bold the most important words and stay away from confusing language.
  • Timing: When it comes to engaging customers, timing is everything. Mailboxes are more cluttered than ever around election time, so try and avoid that season for revving up your direct mail campaign.

For small businesses and large corporations alike, high-quality marketing campaigns are a critical component. They require less resources than a costly digital campaign; delivered right to your door, direct mail business cards, free samples, and engaging written content are a great way to drum up interest in what you have to offer. As long as you’re committed to quality printing for your postcard design and strategically map out when you need to kick things into high gear, you should be in good shape.

Tips for a Successful Holiday Direct Mail Campaign

Even with all the social media marketing and internet advertising, there is still no substitute for a smart, targeted, and well-designed direct mailing campaign. Direct mail is appropriate for any size business and are a great way to get your message in front of a targeted, motivated audience.  But it takes proper planning, the right target, and a great design to get noticed. Before you start to plan your campaign, here are some tips to help your holiday mailer on the right track.

Make sure you have the right target – How you go about choosing the right target is the most important part of your campaign. The greatest design in the world is meaningless in front of the wrong target. It’s pointless to send a postcard about roofing repair to an apartment complex, right? If you don’t have a working prospect list, you’ll have to find one that uses the right target criteria.

Make sure your mailer looks great – If your mailer looks dated and is poorly designed, it can do more damage than good. In fact, people will connect poor design to poor service. A better way is to design something memorable that shows your company as a vibrant, competent provider of a service or product. The content should be clear and free of typos, poor grammar, or misleading claims. The look should be colorful with pictures and easy-to-understand graphics. Your mailer should stand out, be relevant, and be useful.  This is an important way your piece will avoid being considered “junk mail.”

Use different sizes and colors – Larger and differently shaped mailers helps your piece stand out from the rest and gives you more room to add content which is more useful than standard postcards, or letter sizes. Color is an important factor to making your mailing piece stand out from the rest. Bright, vibrant hues of green and yellows are great ways to do this.

Anticipate a realistic response – If you send out 2,500 mailers you shouldn’t expect to close hundreds of new deals.  In fact, the response rate for a direct mailing campaign is between 6 and 3%. This figure should be used when trying to determine what kind of success you need to have in order for your campaign to be profitable.

Look at the competition – Remember that other companies are sending out mailers too and even if they aren’t direct competitors, you should get an idea about how they approach their mailer pieces. The best place to start is your own mailbox. Take a look at pieces that catch your eye and use those aspects for your next piece. Imitation is the best form of flattery after all.

Use QR codes – these make it very easy for a customer to scan and head to whatever online resource you want to send them to. This could be your homepage, a blog about your product offering for the holiday season, or a specific product listing on your site.

Track the response – Make it easy for you customers to contact you, but also remember to make it easy to track how they got to you. This will help you gauge the profitability of this campaign and give you feedback that will allow you to improve later campaigns.

Plan ahead – The best time to get your marketing materials in front of a customer is the week before Black Friday. Black Fridays are planned ahead of time nowadays as shoppers want to maximize their bargains and with your mailer in hand they can add your store to the list.

Presort can not only print and get your mailer distributed, we can assist you with the marketing research needed to find the most potential customers and make your campaign a success.  Call us today!

 

Direct Mail Digital Technologies

Intertwined Marketing Campaigns = Increased Audience Engagement

In an era where marketing is more dependent on technology than ever before, it’s hard to fathom that direct mail marketing is something you need to get involved in. Sure, tech-heavy campaigns can offer a lot that traditional printing can’t, but that doesn’t mean that they should be ruled out entirely. There are myriad benefits to diversifying the mediums you advertise on; the more you expand your audience, the more likely you are to attract more customers. Plus, there are exciting, proven ways to cohesively tie in your digital marketing with your direct mail campaign. We’ve highlighted some of the most effective ways you can incorporate technology into your next mail campaign to create engaging content that generates tangible results.

Augmented Reality

With an interactive interface that overlays digital elements on a mailer’s physical service, Augmented Reality (AR) brings further context, movement, and tangible connection to your piece. Able to be activated through a consumer’s smartphone, camera, or tablet, AR brings sights, sounds, and scenery that that’s seemingly far away that much closer.

Video-In-Print

First impressions are important than ever—with so much content available across multiple mediums, you need to make sure that your brand stands out. An in-print video gives your customers a chance to watch your advertisement play out so that they can explore more about your brand while remaining engaged with on-message marketing.

Redesigned QR Codes

Quick Response (QR) codes give your customers an opportunity to explore an online store, product video, or live stream tangible content. They’re an optimal medium to get as much information to the customer as possible without overwhelming them. QR codes can work in tandem to help customers instantly purchase specific products or look up other things you have to offer.

Buy Now Technology

Social media is more than just for browsing when you’re bored (even though there’s still plenty of that); it’s officially transitioned to a more buying-intensive experience, implementing scanning technology for digitally-enabled mail can drive new customers to your social media platforms, and vice-versa.

Near Field Communication (NFC)

NFC allows recipients to instantaneously engage with your digital content without having to download a cumbersome app or open a new tab. A microchip embedded in your mail piece emits short-range radio waves that communicate with mobile phones to activate an engaging digital experience. You can offer your customers unprecedented access like never before, all by just installing a user-friendly piece of technology.

A marketing campaign’s success is contingent on how effectively grounded it is across several mediums. If you have multiple unique options that all interact with each other, you increase the chances of reaching your target market. Don’t limit yourself to solely print marketing or adhering closely to an email list; a combination between digital and print direct mail is the best way to have your voice be heard at the level you want it to be.

 

Postcard Printing

Make your mark with postcard printing.

You might normally associate a postcard with a faraway place that your parents went to once, but they can be a whole lot more than that with the right marketing strategy. Postcard printing and mailing services can be a huge boon for your company if done effectively—their high readability, cost-effective price, and high-quality, full-color design combine to make them a potent marketing tool in the right hands.

You might be hearing more and more noise recently about going digital. Pouring all of your resources into digital marketing isn’t necessarily a bad move, given how effective that’s proven to be for so many businesses. But if you do have room in your budget to diversify your options, it’s a no-brainer—more advertising platforms are better than less and spreading the word about what you have to offer across multiple mediums ensures that you gain traction in areas that otherwise might go untapped. We’ve highlighted some of the most pertinent benefits of printing custom postcards for your business so that you can effectively reach more potential customers than ever before.

  • They’re cost-effective: When it comes to deciding what marketing strategy you want to roll out for your business, the cost is an enormous factor. You must analyze which marketing strategy is going to yield the best results for the lowest price; as we mentioned above, diversifying your options is always a healthy decision if you’re looking to veer away from putting all of your eggs in one basket.
  • They’re measurable: Unlike convoluted, sprawling marketing campaigns, postcards offer a direct reflection on how effective your product is at reaching customers. You know how many you sent out, and you know how many inquiries or sales it generated. They’re perfect for test marketing—you can send out a small sample size and see what kind of response you get.
  • They’re versatile: Postcard printing services can be fine-tuned to meet your specific needs. There’s no one-size-fits-all solution—whatever you envision for your brand, whether it’s a specific font, color scheme, or image, printing postcards is one of the best ways to get that message across in a unique way.
  • They’re efficient: As soon as your audience receives your postcard, they receive the message—no opening tricky envelopes, no strings attached. Delivered right to your door, direct mail postcard campaigns are an effective way to get your information in the right hands without coming across convoluted.
  • They’re easy to produce: No more languishing around, waiting for your marketing campaign to finally roll out. Postcard printing gives you the opportunity to hit the ground running and get your message out quickly and effectively.
  • They’re ideal for targeted marketing: Not seeing the results that you anticipated with your advertising? It might be an issue with who your mail is being sent to. Targeted marketing is easier than ever with postcard printing. Make sure that your information falls in the right hands.

 

Why Direct Mail is the Ultimate Form of Marketing

Marketing has come a long way in the last 30 years. The internet has invented all kinds of new ways to put your product or service in front of consumers. But even with these flashy new marketing tools there has always been one way to get your product noticed, direct mail.

What is direct mail?

Advertising through the mail is as old as the postal service itself. It involves creating physical promotional material and sending it to prospective customers to drive business and increase awareness for your product or service. This form of marketing can be in the form of postcards, brochures, letters, flyers, newsletters, catalogs, coupon envelopes, and packages, is indirectly unsolicited through the use of mailing lists which leads to it sometimes being referred to as “junk mail.” But its versatility and its ability to sell has remained strong.

What is so great about direct mail services?

It is the perfect substitute for an actual sales person – In fact it may be even better. A good seller will go to a prospect, educate the prospect about your product, show them the benefits answer questions, and actively close the sale. But the physical presence of a salesperson, goading the prospect for the sale, presenting a sometimes heavy and sometimes misguided pitch, may turn a prospect off. Some consumers want the information, but they could do without the pressure. This is where direct mail can work as a salesperson. It presents the information, even gives the customer something they can show to friends and relatives and puts the decision to buy in their hands. Let them come to you because one they have decided they have interest, it is easy to close.

The look of your materials will say a lot about your product – Consumers will equate a slick, well designed direct mail piece to your company as a competent business, and your product as the best at what it does. Your marketing piece represents who and what your business is about so if you are offering a high-quality, professional service, your mailing needs to reflect that.

People love getting mail – And by sending them a direct marketing piece, you can be reasonably sure that the piece will reach its audience as opposed to an email that is either ignored, automatically sorted to junk mail, or immediately deleted.

With direct mail, you are bringing your message to its exact audience – Think of it as using a pencil to draw a picture instead of a can of spray paint. Your mailing lists can be one that you have cultivated yourself from former customers or one that you buy from a source that has tailored it to the exact audience you want.

It isn’t as expensive as you might think – Here is where Presort can help. If you are interested in a direct mailing campaign, we will help you make it a reality. Call us today and speak to our marketing experts about how you want your product presented, what other marketing your business uses, and your goals for your direct mailing campaign. We can design a campaign that will help you accomplish them.