What makes a Successful Direct Mail Marketing Campaign?
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A direct mail campaign, whether it’s directed at businesses or consumers, is still one of the most effective ways of marketing your company. Although direct mail is often mistakenly associated with “junk mail”, there’s a lot more to a successful campaign than just stuffing pizza delivery offers through as many letterboxes as you can find.
A good direct mail campaign must be carefully researched, planned and put together. It’s not a simple as a blanket mail drop. It’s about targeting the right people and tweaking your content to get the best responses and the return on investment.
We’ve put together a checklist to help you make the most of your direct mail marketing strategy.
- Know your target market. Inside out and back to front. Getting the right names on your mailing list is perhaps the most important part of your campaign. There’s no point in pitching to people who you know aren’t interested from the outset. Sending expensive property offers to students, for example, would be a complete waste of time and money. Thanks to market research companies, you can choose customer data based on gender, postcode, income, profession, behaviour (e.g. likes knitting) and many others.
- Sell, sell ,sell. There is nothing to lose in exhausting every selling point you can muster, providing that what you’re selling is relevant and valuable.
- Make them an offer they can’t refuse. Give your recipients a reason to act. It’s not enough just to tell them about your excellent service or low, low prices. Anyone can make a claim to this. Make them a unique, personal offer that makes them feel special as a recipient of your mail-out.
- Make your content compelling. Read your text through your recipients’ eyes. Your copy should be simple and jargon free. Recipients will also be wary of formal-sounding corporate speak, so try and make your approach friendly and engaging (where possible, address your direct mail personally to the recipient). Use bold, italics and underlining to highlight your key points, but don’t go overboard – the page shouldn’t look too busy. And remember that simple doesn’t necessarily mean short. You should aim to answer any question that reader might have, so they are crystal clear on what it is you’re offering and know exactly how to go about getting it.
- Track responses. A good way to do this is to offer a promotional code with your mail out, so you know which customers and which sales come to you as a result of your direct mail campaign. If you can track the success of your campaign, you can also experiment with the variables of your material (e.g. different graphics, different headings, different offers) to find the most effective combination and hone your marketing strategy. As ever, practice makes perfect.
