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3 Direct Mail Marketing Tips for Success

3 Direct Mail Marketing Tips for Success

Direct Mail Marketing

Direct mail marketing can be a fantastic way to spread the word about your awesome business, but it does take some planning to make it as effective as possible. I'll discuss the three most important tips to ensure  your next direct mail campaign is a huge success! 

CREATE A MARKETING PLAN

marketing plan

I know, I know! Creating a marketing plan seems to go without saying, but unfortunately too many businesses jump head first into a direct mail campaign without giving enough time and thought to the details. 

This could easily be the most important factor in determining your direct mail marketing campaign's success or failure. 

Here are a few things to consider when you begin developing your own marketing plan. 

  1. What's your business advertising budget? 
  2. How many direct mail pieces can you print AND mail based on your budget?
  3. Are you attempting to get more traffic to your online website or is your focus more on gaining foot traffic to your brick and mortar location?
  4. Who is your primary customer what products/services do they purchase most often from you?
  5. Think about including an offer on your direct mail campaign that speaks to your frequent customers and a separate one for first-time visitors to cover both sides of your customer base.
  6. Determine where most of your clients live and focus your campaign to those locations.
  7. What kind of direct mailer (postcard, brochure, letter, etc) would work best to relay your business' information and offers?
  8. If you're marketing a specific event or product, understand any time constraints to ensure your customers receive your direct mail piece ahead of time so they can plan to visit or attend. 
  9. Research local and online printers who can print your marketing pieces. 
  10. Find a direct mail marketing company who can handle your mass mailing. 

CONSISTENT DIRECT MAIL CAMPAIGNS

consistent direct mail marketing

Too many businesses think that sending out one postcard is going to bring in a windfall of new customers, but the sad truth is "one and done" campaigns will never provide the ROI a business is looking for. 

If I had to give one single piece of advice to a business about running a direct campaign, it would be to BE CONSISTENT

Customers receive direct mailers all the time. The ones who receive the greatest ROI are the ones who are focusing their efforts on a defined geographical location, targeting their ideal customers, and doing it repeatedly. To be clear I wouldn't suggest mailing your potential customers every day, but once per month or even once per quarter would be great! It's all about staying in front of customers so they don't forget about you. 

The more times a customer receives your promotional material, the more likely they are to become a paying customer. Plus, once you get them on your website or in your brick and mortar store, you have an even higher likelihood of up selling them on your other products and services. 

None of this could be accomplished without being consistent. Customers will begin to build trust in your business because they see it over and over. They can't help but think of you the next time they need what you offer. 

TELL YOUR STORY CLEARLY

direct mail campaigns

Direct mail campaigns do not need to be fancy, they just need to be effective! Be sure that when you review your direct mail piece's design that you can clearly and easily understand the offer. If you can't find or understand your offer within a few seconds of looking, then your design is ineffective and customers will not respond well to it. 

Keep the customer in mind the entire time you're designing your advertisement. Based on your design, think about the following: 

  1. Will customers know what my business does?
  2. Will customers understand my offer and can they find it easily? 
  3. Will the offer get customers out of their seats and into your store?
  4. Is your contact information (phone, email, website, address, social media pages, etc) displayed clearly?

As long as you keep in mind how your direct mail piece will be received by customers, your campaign will be a success!

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