Direct mail marketing campaigns remain an effective way to sell to potential customers you haven’t reached before. The right direct mail marketing campaign can hugely impact your bottom line, but creating one that works is not as simple as dropping some mailers in the mail and hoping for the best.
Get creative with digital solutions
Traditional direct mail can be costly and time-consuming. If you want to conduct a nationwide or multi-state direct mail campaign, your marketing team will find it easier to manage a virtual PO box than a physical post office mailbox.
A direct mail service provider will give you access to a template library with thousands of designs. You can customize templates for your direct mail marketing materials by adding graphics and personalizing the design using different layouts, fonts, colors, photos, and more.
Know your target audience
Knowing your target audience is the first step to creating an effective digital marketing campaign. Without this crucial information, you will be shooting in the dark and wasting your time and money.
So take the time to research and figure out who you are trying to reach based on age, gender, location, preferences, and more. After identifying your target, you can start designing with them in mind.
Define your goals
Before designing your direct mail marketing campaign, you need to know your goals. What are you trying to achieve with this campaign? Are you looking to increase brand awareness, generate leads, or make sales?
Once you know your goals, you can develop key performance indicators (KPIs) to help you achieve them.
Create a mailing list
Creating a mailing list is done by purchasing a list of leads from a reputable source or compiling a list of potential customers from your customer database.
Once you have compiled the list, segment it according to where the prospects are in their buying cycle. The top-cycle leads have shown an interest in similar products and services within the last year.
The mid-cycle potential customers have recently bought a product or service. Bottom-cycle leads have not purchased anything in over a year but are interested in your offer.
It is important to target each prospect based on where they are in their buying cycle because people will respond differently depending on whether they’re still researching or ready to buy.
Use the best format and design
When it comes to direct mail marketing, the format and design of your mailer are just as important as the offer or message inside. You want to ensure your mailer stands out from the rest so it does not get lost in the shuffle.
Use color as an essential inclusion of any direct mail marketing campaign. It grabs attention, increases interest, and helps draw people in to read the content on your mailer.
Create a powerful headline that entices customers to take action immediately. It should be concise and eye-catching. Finally, don’t forget about testimonials or quotes from happy customers.
Use effective CTAs
One of the most critical aspects of your direct mail marketing campaign is the call to action (CTA). After all, the whole point of the campaign is to get recipients to take action, such as making a purchase, signing up for a newsletter, or attending an event.
Make sure your CTA reflects what you want the recipient to do and is in a position that will make them stop and read it. A well-positioned and compelling CTA on your direct mail may be the difference between getting someone’s attention and having them ignore you completely.
Keep your CTA short and straightforward with clear instructions on what they should do next after clicking on it.
Follow up on your results
After you’ve designed and executed your direct mail marketing campaign, you must follow up with your results. Follow-up helps you determine what worked well and areas that need improvement for future campaigns.
Keep track of how many people open and click through your emails or unsubscribe, giving you a good idea of your campaign’s success.
Once you have tracked the effectiveness of your campaign, take some time to analyze your direct mail campaign. You can use software such as Google Analytics or HubSpot to evaluate which mediums were most effective in reaching an audience and which messages got the best response.
Once you’ve analyzed your campaign, come up with a plan for optimizing next time. It’s worth seeing what failed to work this time to avoid repeating mistakes.
Run a test campaign
Running a test campaign before launching your direct mail marketing campaign helps you fine-tune your design and ensure it is effective.
For instance, conduct the test in your company’s geographical area to establish the pain points of your direct mailing campaign. If possible, get input from friends and family members on what they think about the direct mail design.
Include links and scannable codes
Include links to other content on your direct mailing that might be relevant and helpful but not directly related to the mailing. Linking helps increase the chances of someone clicking through and staying on your site longer, leading to increased traffic.
Including a scannable code in your direct mail design is better as it makes it easy for recipients to learn more about your product or service without typing in a long URL.
Incorporate direct mailing with various marketing strategies
An effective direct mail campaign will be in harmony with other techniques. Remember that your marketing message is conveyed across your direct mail, advertisements, and social media posts.
Incorporating direct mailing with your other marketing strategies allows you to maintain a consistent brand identity, no matter how you engage with prospects.
Ensure your offer is clear and enticing. Use strong visuals to grab attention and make your message stand out. Keep your copy short, sweet, and to the point, and include a call-to-action that is easy to follow and makes sense for your offer.
For an effective and efficient direct mail marketing campaign, follow these practical tips for designing one that converts.
Alice is a professional writer and editor at Research Snipers, she has a keen interest in technology and gadgets, She works as a junior news editor at Research Snipers.