Direct Mail Campaigns
Direct mail can be powerful and dynamic marketing tool. When planned and executed correctly, they can be a very effective way of gaining visibility with measurable results. When done right, it’s a key tool in the overall marketing plans of many businesses.
Here are some strategies for optimizing your efforts:
Identify your market: Where will you be sending your pieces and why?
Focus your message on benefits: Make sure your content includes the benefits most valuable to potential clients rather than just the features of your products or services.
Create a call to action: What do you want the recipient to do. Be clear and ,when applicable, consider creating a sense of urgency.
Review design specifications with Post Office: Based on certain design specifications and weight, you can save on postage expense.
Test your headline and offer: Experiment with different offers by targeting different small portions of your list.
Combine campaign with other marketing channels: Companies that see the highest response rate from their direct mail campaigns are those that integrate it with other marketing efforts. Remember, one mailing does not make a campaign. So, be prepared to invest in sending out a series of mailings to create a better response rate.
Always update your list: Make sure you keep records current and have your sales team connect with existing clients to ensure your internal list is accurate.
Personalize your messages when possible: Personalized direct mail using variable data printing can be used on the envelope, introduction, and part of the content
Follow up: Whenever possible, follow up with both initial responders and non-responders.