Because the digital world has become so prominent in our era, businesses have started to abandon marketing methods that have been working for years. Direct mail still remains as one of the best ways of connecting with prospects and existing customers alike. In a world where you have to scroll through multiple junk emails to get to an important one shows that marketing emails may not always have the greatest impact. Consumers and professional decision makers respond differently to direct mail, which arrives directly on their doorstep than they do to other types of media. Direct mail is essentially marketing collateral that you mail directly to your target market. Whether it’s something as simple as a postcard or letter, or as complex as a box filled with promotional material or product samples, it has an impact.
Every marketing effort and campaign must be justified since you are using marketing funds to bring about any plan you may have. This means your efforts will have to bring forth the best return on investment (ROI). If you’re having difficulty getting an acceptable response rate and ROI from your direct mailing campaigns, do not stress. Below are important things to remember when marketing and if done correctly, will help you improve your response rate and greatly increase your ROI. Always remember to track your efforts and test different mailing ideas, helping to optimize your mailing campaign as you progress in your efforts. Here are some helpful to remember when sending out direct mail:
Narrow Down Your List
In order to get the best response rate and ROI out of your direct mailing campaign, you have to make sure your mailing list is highly targeted. Regardless of whether you serve consumers or businesses in an area, an effective campaign has to target those who are interested in your products or services and are willing to spend the money. The success of your campaign relies on your choosing of the right prospects to target. This will help you gain high-quality leads and increase your ROI.
Timing Is Everything
Mailing lists can become outdated, so it’s important that you order a list only when you are ready to launch your campaign. If you built the list in-house over time, take the time to do some research and confirm that the person or business is still located at that address. Businesses are easy to confirm because most of them have online directory listings or websites with their information. Having an up-to-date list will help you get a higher response rate.
Define Your Main Objective
Before you build your campaign, you need to determine exactly what your objective is. Are you trying to generate leads and sales or are you just planning on introducing your brand? Once you have determined your goal, you will be able to build a strong campaign.
Make it Stand Out
If your marketing piece looks like the rest of their junk mail, it will end up in the trash. Make sure it stands out and is appealing to your target audience.
Always Have a Call to Action
To ensure you get responses, you must create a campaign that generates excitement. By adding an offer and a call to action, you are telling the prospect that you are interested and want to be in contact with them.
Personalizing your mailing pieces helps create a direct relationship between you and your customer. Using a prospect’s name and address entices them to look at the mailer. Some companies will give prospects unique URLs with their name on it, or “account numbers” which are essentially just ways to track responses.
Provide Various Ways for Them to Respond
Some people prefer speaking over the phone while others prefer sending an email or filling an online form. Regardless of what you believe your target prefers, it’s best to offer multiple ways for them to contact you. Eliminating any one method of contact may mean that a percentage of your prospects will simply no longer be interested. By providing multiple ways for them to contact you, you’re showing consideration for your customers, something that they appreciate.
Sending out One Marketing Piece is not enough!
Each time you mail out a different marketing piece, you are not only expecting results, but you are also getting your name out there. On average it takes 7 to 9 tries to actually get your prospect’s attention, and may take longer for them to make a transaction. Remember to remain consistent, showing that you want to build a relationship.
Follow-up with a Call
This may not be suitable for consumers, but if you are marketing to businesses, your best bet is to make a follow-up phone call. Phone calls will help your campaign become more personal and will help reinforce your brand, while building trust and a relationship with your prospect, furthering the chances of closing a deal.
Test and Keep Track of Results and Calculate ROI
When sending out mailing pieces, you may want to try controlled testing. By changing only 3 things on your campaign each time you send out something, you will be able to better track the response rate. It will also help you keep track of the ROI of your overall direct mailing efforts or individual campaigns.
Once you have sent out some mailers, you will have a better idea of what prospects become leads and eventually sales. This will help you make better decisions for your future campaigns.