When it comes to promoting your business, one of the most overlooked marketing tactics is direct mail. However, according to research, this strategy has a much better ROI than most digital alternatives.
That being said, you need to make sure that you handle your direct mail marketing correctly. Without the right plan in place, you could wind up wasting a bunch of time, energy, and money. So, to help ensure that you get the most from your direct mail, we’ve compiled a list of tactics that will maximize its potential.
Step One: Know Your Audience
Part of the reason why direct mail works so well these days is that you can take a much more targeted approach. In the old days, you had to send out tons of mailers and hope that they reached a broad enough spectrum. Today, you can get a lot of details about potential customers, either from the Postal Service or a full-service direct mail marketing firm like Always Direct Marketing.
Building your list is essential, as it will ensure your ROI is as high as possible. For example, if you operate a family restaurant, you know that marketing to families will likely have a better response rate than working professionals.
When getting to know your audience, here are a few things to consider.
What Problem is Your Audience Facing?
Using our family restaurant example from above, let’s say that your customers need a fun, cost-effective place that the kids will enjoy. So, with your mailers, you may highlight a family-friendly discount (i.e., kids under 4 eat free).
What Does Your Audience Value the Most?
In some cases, your customers may want a low price. In other instances, they might prefer better customer service or higher-quality products. Perhaps they value businesses that use eco-friendly practices. Once you can identify these values, you can highlight how your brand aligns with them.
What Will Keep Your Audience Coming Back?
These days, consumers are much more loyal to brands that understand them. So, you should consider what benefits you can provide that will help develop this loyalty. Is it a rewards program? Personalized service? Better products?
Step Two: Create a Compelling (and Trackable) Offer
Once you understand your customers’ needs, you can craft a marketing message that connects with them. Highlight the various elements we covered in the previous section, and be sure to include the following components.
- Offer or Coupon Code – unique codes will allow you to keep track of response rates. Analyzing your marketing is crucial for long-term success (more on that later).
- Call to Action – it’s not enough to simply tell a customer what you have to offer. Inspire him or her to do something, whether it’s come into your store, visit your website, or call.
The other side of your offer should be to address a specific need for your business. What are you hoping to achieve with these direct mailers? Some potential goals could include:
- Brand Awareness – perhaps you’re new to the area, and want to inform customers of your location.
- Increased Sales – create offers that will drive traffic to your storefront (or online store) so that you can boost your order numbers.
- Repeat Business – reach out to one-time customers with an offer to bring them back for more.
By having a clear goal in mind, it will be much easier to determine if you’ve succeeded or not. Also, you can run multiple campaigns simultaneously as each one could have a different objective.
Step Three: Create Captivating Designs
Overall, your audience and your message are the most crucial aspects of direct mail marketing. However, since you are dealing with a physical medium, you can get a little more creative with your designs. Part of the reason why direct mail has such a strong ROI is that it’s tactile and easier to notice. Consumers can delete emails without ever opening them, but mailers are harder to ignore.
Here are a few tips to upgrade your design strategy.
- Embossed Lettering – add some depth to the mailer to make it even more compelling.
- High-Contrast Colors – make your ads pop, particularly when mixed with the rest of the mail.
- Textured Papers – again, adding some tactile sensations to your mailer can make it more appealing to your customers. Also, if you use recycled papers, that can endear your business even further.
Step Four: Analyze and Track Your Progress
It doesn’t matter how compelling your campaign is if you can’t figure out how much it improved your bottom line. Realistically, you will be using several marketing methods, including word-of-mouth, email marketing, and digital advertising.
So, with that in mind, you need to make sure that you can track the progress of your direct mailers. We’ve already covered how you should include a unique coupon or offer codes, but here are a couple of other considerations.
- Test Different Market Areas – run the same (or similar) ads in different locations to see the response.
- Test Different Mailers – send coupons or postcards to different addresses with similar demographics. Take note of the response rate of each mailer.
- Test Different Times – if one of your coupons is only valid on the weekends, sending it out on a Monday may not resonate as deeply. Try sending it on Friday to see how it differs.
Contact Always Direct Marketing Today
Running a direct mail campaign can seem overwhelming at first, but it doesn’t have to be. Let Always Direct Marketing handle everything from the design to your mailing list. We understand what it takes to get the most out of your marketing, so let our experts help you succeed.