Having a direct-mail marketing campaign can grow your business and make it boom. Although it can get expensive, the success of your mail campaign can offset all those costs and increase profit! However, the key to success all comes down to your methods.
Check out these 10 tips to consider when planning for your next direct mail campaign.
1. Get a List
You need to know your audience. You’ll save money and increase return on investment. Try building your own list so you don’t get scammed by online companies trying to sell you false leads. You can always go to reputable companies that will walk you through narrowing your audience so you know exactly who to target.
2. Add Value
You must give your audience a reason why they should purchase your product or service now rather than later. That’s how you add value to your campaign and prevent money loss. Make your offer unique but great enough that customers won’t bypass it. Try making your offer time-limited with coupons so you can measure your success.
3. Look Great on Paper
Stand out by using great designs. You need to be creative to capture your audience. If you follow the basic rules and create professional but fun designs, you can’t go wrong. If you’re not the creative type, hire a graphic designer if you can! Trust us, it will be a great investment to your business.
4. Use a Good Printer
Why go through all that designing work and end up with a poorly colored or streaky printed mail piece? Find a printer that has a good reputation for not only quality but customer service. They can help you understand how printing works and what will be best for your next mail campaign. You can even ask for samples if you need. They’ll be happy to provide them.
5. Let your Printer Do the Mailing
Usually, reputable printers can do mailing in-house as well. Partnering with them will make the process of your mail campaign much smoother and will save you time and money. As a plus, they are also knowledgeable in printing regulations and postage printing. They’ll most likely give you the best possible deals on bulk mailing to all your prospects.
6. Write Effective Copy
A good copywriter knows what words to pick out. Write about the feature and always include the benefit when talking about your product or service. Otherwise, what’s the point? If you say that your sunglasses have 100% UV protection (the feature), that’s not enough. You must tell your audience that it will save their eyes from the sun’s harmful rays (the benefit). Of course, many features have multiple benefits, but you have to pick out the best ones. Effective copy-writing will effortlessly advertise your offer for you and help you reap in investments.
7. Choose the Right Medium
The medium is also the message. Audiences will respond differently to a postcard, brochure, or greeting card. It’s up to you to decide which fits best with what you’re trying to promote. Consider using high-grade paper, colors, or die-cuts to get creative and stand out. This is important for instant credibility and brand recognition.
8. Be the Customer
No matter what business you are in, always put yourself in your customer’s shoes. Take a step back and look at what you’re doing from their side. Are you convinced? Does everything look credible? How do you feel about the colors or die-cut shape? Is your offer worth spending time and money on?
After your test, ask your family, friends, co-workers, or people off the street to see if what you’re doing is effective. You’ll be surprised at what you thought would work really doesn’t.
9. Test the Market
Test a small percent of your market first! Imagine launching a full-blown campaign and not even making back what you spent. Many businesses have lost hard-earned money because they didn’t test the waters first. If you’re having a hard time making sales off a small amount of your target audience, you won’t have much luck with your full audience. Testing the market gives you knowledge on what to tweak. You can even make multiple campaigns (if your budget allows) and see which works best.
10. Follow Up
Following up with your prospects can get you many sales in a short amount of time. People want to feel connected with a company to trust doing business with them. Making efforts to get personal with them (i.e. with personalized follow-up flyers, letters, or emails) can make the recipients follow your call to action.