Now that we’ve established that direct mail is still alive and well, the next question is: How to create a direct mail campaign that will bring results?
While there are many factors that can affect your campaign’s success, there are a few key things you can do to improve its chances.
Know Your Audience
You’ve probably heard this one a thousand times, but it bears repeating. The more you get to know your customers and prospects, the better you can tailor your message to speak to them and encourage them to buy your product or service.
This means that, rather than sending out one blanket mailing to everyone in your area, you need to segment your list. A campaign aimed at retirees who’ve owned their homes for years will look much different than one aimed at people who have just moved into the area.
Hone Your Headlines
People are exposed to an unending barrage of advertisements every day. With ads on everything from TV to radio to online, you need to make your message really grab readers and capture their attention. Your message also has to work its magic fast, before the recipient tosses your mail aside and moves on.
That’s why the most important part of your campaign is your headline. It needs to tell the reader, in a compelling way, what the mail piece is about and what’s in it for her if she reads the whole thing.
Taking the time to get this one part of your mail piece just right can mean the difference between huge returns…or a lot of silence from your recipients.
Target Your Offer
Many direct mail campaigns include an incentive for customers to try the product or service. This can be a great way to earn new customers…but you have to target the offer so it’s appealing to the specific niche you’re speaking to.
For example, when crafting a new mover campaign, think about things new movers are likely to want or need. This can be as simple as a coupon or discount code for their first purchase with you.
This is another time when having a comprehensive knowledge of your audience comes in handy. If you know exactly who they are, you can better anticipate what offers will speak to them.
One of the biggest mistakes made in direct mail is sending out only one mailing. In order to stay at the top of your prospects’ minds, and ahead of your competition, you should follow up with at least one more mailing.
These additional contacts with your prospects remind them that you’re there. Prospects who may have intended to take your offer but forgot or lost your mail piece may make a purchase after the second (or third) mailing.
These are just a few of the ways you can increase your direct mail campaign’s chances of success. Have some great tips of your own to share? Please feel free to leave them in the comments!