Tag Archive for: physical mail campaign

What the Best B2B Direct Mail Campaigns All Have In Common

Direct mail can provide some incredible ROI—when it is used properly. Whereas the internet can group people demographically depending on their online habits and shopping history, direct mail can reach potential customers geographically. This allows the marketer incredible flexibility to offer products to consumers who will actually be interested in them, thus bringing them to your business’s doorstep. 

Here are some common aspects of successful direct mailing campaigns and how Presort can make them work for your business. 

Great Direct Mailing Pieces Have a Clear Call to Action

This goes for any piece of marketing, not just the ones that are packaged and sent directly to consumers. What do you want the consumer to do after they read your mailer? The rest of the mailer should take care of why they need to take action, but people need to know HOW to take advantage of your product or service. 

Customize the Message to the Audience

Marketing that speaks to a healthcare audience will be different from marketing to a financial or agricultural audience. It would be easy to create boilerplate content that would appeal to anyone, but with direct mail you have an opportunity to tailor that message to the reader and what is most important to them. Research how to market to certain groups and use that to your advantage when presenting your products and services. 

Personalize the Message to the Reader

Most mailing lists include a name and an address for a prospect, so customize your mailer to speak to them directly, not in general terms. Even if all you have is a name, this takes the message to a whole new level. Customers like to feel like individuals, not merely a name on a list. And your company may approach each customer as an individual—each sale as important and unique—so why not use the same approach with direct mail?

Make It Unique

Look at your mailer from the recipient’s perspective. How does it look and feel? What kind of impression does it make? Is it doomed for the trash or the chimney charcoal starter? Or have you created a piece that excites the prospect about your business and products and provides something tangible that people can use to share with others?

 

The difference between the former and the latter is quality and creativity. Make sure your mailer has both. And most of all, be fun! This is an opportunity to display your company culture, so make the most of it!

Combine It With a Follow-up Plan

Have a way to track the success of your mailer. Coupons are great ways to get people to buy what you are selling, but are they buying because of the coupon or because your business is the best option? Also, clue your sales team in on the mailer so that they can help move the conversation forward and connect with customers. The mailer may increase awareness about your business, but the customer may opt for another service or product you offer. 

Presort Inc. Has Helped Thousands of Businesses Like Yours

All these strategies are easily implemented when you have a steadfast direct mail marketing pro like Presort Inc. in your corner. We can evaluate your need for a direct mailing campaign, weigh your options, and provide a comprehensive marketing plan that will speak to the prospects you want and generate real, tangible results.

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Why Direct Mail Matters for Your Political Campaign

Direct Mail Political Campaigns Are More Effective Than You Think!

Political ads—you see them all the time, good or bad. This candidate hates puppies; how can they possibly be trusted to run our great state? Or, since they announced their candidacy for Governor, over five people have said that they’ve personally witnessed him pick his nose in public!!! Is this someone you want making decisions for your taxes?  It’s easy to think that this is the only way a political campaign is won (or lost—who would vote for someone who hates puppies?), but a lot of elections come down to more than just commercials. After all, buying up ad space on TV can cost a fortune, and a lot of candidates don’t have room in their budget for just one type of campaign.

That’s where political mailing lists can be a huge boon for your campaign—instead of a big, fancy (and mean) ad, pivot to a medium that’s plenty reliable and only costs a fraction of the price. We’ve outlined some of the key benefits of a direct mail campaign, and what steps you need to take to make sure that your targeted audience reads and listens to what you have to say.

Effective, cost-controlled marketing

When you’re deciding which direction to go in for your political campaign, your budget is undoubtedly one of the most important things that you need to consider. Why waste all your money on one medium, when you can diversify your options while still reaching your target audience? Direct mail is a cost-effective method of reaching the people you want to reach. Compiling a mailing list is relatively easy—you can choose voters that are active participants in local politics (you can see how many elections they’ve voted in recently), which party they vote for, what precinct they voted in, and where they’re registered to vote.

How to avoid the garbage can with your mail

Now that you’ve determined who you want to target with your mail campaign, how do you make sure they don’t immediately toss it away, never to be read again? While some voters that take a little more time to read what you have to say, the vast majority of recipients will barely skim your mail before throwing it away almost immediately. There’s not much that you can do to change what people do with their mail (some people would rather not receive mail at all), but you can certainly change the content of your letter to get your message across more effectively. You want to let your voters know why you’re running for office in as little time as possible—delivering a message that is too granular, issue-specific, you risk accelerating your trip to the trash can. Two key parts of a direct mail campaign are:

  • Raising name awareness
  • Highlighting your message/emphasizing negatives about your opponent

If there’s one thing you want the reader to see, it’s your name. Soon, they might be asked, “are you voting in the local election?” They may not have the best idea yet, but at the very least they’ll know your name. If there’s another thing that you want them to see, it’s what you do well, or what your opponent doesn’t do well. As long as you’re effective in your brand positioning, you’ll be able to reach the audience you want with minimal hassle.