Despite the growing prevalence of Internet marketing, direct mail campaigns are still proving to be as successful as ever at engaging with consumers and attracting new business. Unfortunately, a lacklustre campaign can actually be counter-productive and lead to a lack of trust and respect amongst the very people you’re trying to engage with. Following these five relatively simple tips should help you to devise a direct mail campaign that attracts new customers without harming your business’ brand.
- Identify your target audience and communicate directly with them
Through a process of data harvesting and market research, you will eventually be able to ascertain exactly who your ideal customers are, where they live, how old they are and their average income. It may be the case that you have more than one demographic as a target customer, so tailoring your communications accordingly will ensure you strike the right tone with your communications. Everything from the type of language you use to the design of your marketing envelopes should be considered. The mail you send out should resonate with recipients whilst staying true to the principles behind your company’s brand.
- Incentivise your target customers
It’s now not enough to simply advertise products and services and hope that the public will be persuaded to buy them on trust alone. One of the best ways to make an immediate impact with new customers is to offer value – in the form of discounts, free gifts and various rewards. And in order to get your message across from the moment your mail lands of the doormats of your target customers, using printed envelopes that include pertinent, eye-catching information should deliver the results you’re looking for.
- Stand out from the crowd
Most UK households are sent a plethora of marketing mail, leaflets and special offers on a weekly basis. In order to ensure your mail doesn’t get consigned to the bin almost immediately, you will need to make it look different – extolling the virtues of your business brand. A range of coloured envelopes can be used to define your message and appeal to your target audience. Printed envelopes with concise messages and your company logo can really set your mail apart from the competition.
- Use quality materials and stationery
Direct mail campaigns are relatively expensive, so a lot of businesses decide to save money by buying inferior envelopes, paper and printers. However, cutting costs in this way should be done with care, as it can lead to an inferior mail-out that reflects badly on your business. Creating a premium look and feel to your direct mail will greatly increase the chances of it being opened.
- Follow up
You will never be able to tweak your marketing campaigns and calculate the return on your investment unless you can track who opens your mail and how many recipients become new customers. You can follow up on your mail-outs with a phone call or email asking for feedback, but this is a labour-intensive and costly way of analysing your campaigns. There are more cost-effective ways of tracking conversion rates, including the use of newsletter sign-ups, coupon redemptions and discount codes. A large part of direct marketing involves trial and error, so a comprehensive system of follow-ups is essential.
Despite the dawn of digital age, there is still a major role for direct mail to play in national marketing strategies. Nothing resonates more with new customers than a physical letter or parcel being sent through the post. If you create the right message and use quality stationery for your campaigns, you should be able to tap into a new and lucrative market.