- Posted On: Jul 12
- Posted By: John Duff
How To Succeed With Direct Mail Campaign
Are you following various strategies to improve the result of marketing campaigns? You might have picked up different tactics found online and implemented few of them. But, if none of them are giving you the desired output, you could try our well-tested tips on direct mail campaigns that help you obtain the better result.
Few studies have proved that direct mail outperforms despite the popularity of other channels. So, why don’t you implement them in your business before you run out of time? Take some time to plan your campaign with the help of the strategies mentioned below.
1. Be Target Oriented
To reach the right prospects at the proper time, you should always be target oriented. Marketers must segment their data wisely before proceeding with direct mail campaigns. Customers love to receive personalized mails from their brand. This method will not only increase their faith in your organization but also make them stay loyal to you.
The time taken to create an attractive mail will be of waste if you do not address the audience rightly. Hence, you must take special care if you wish to customize your direct mail campaign. The company should always maintain an updated database to make this tip beneficial. Targeting the audience will improve the response and conversion rate significantly.
“A small list that wants exactly what you’re offering is better than a bigger list that isn’t committed.” ~ Ramsay Leimenstoll
2. Importance To Customers
Before you begin with the direct mail campaign, you should always think from the customer’s point of view. If you do not want your mail to get settled in bin, you should always prioritize your reader. Personalization will help you attain this strategy. But, it is not just about the first or last name, it should also be about the highly relevant content in the mail. That is, you can address them in your letter heading and explain how it helps that particular reader to attain it in the body part. Customers love it when you focus your communication on their interest instead of selling your product blatantly.
“On average, 8 out of 10 people will read your headline copy, but only two out of ten will read the rest.” ~Brian Clark
3. Experiment Various Formats
While technology evolves at a breakneck speed, the interest of the customers also keeps changing drastically. The marketers have to study their behavior pattern to meet their expectation and keep them satisfied. Since people remember and understand the visuals better than the dull white content, try to implement them in your mail.
Keep experimenting different things on a regular basis. Choose attractive package, different colors, unique images, textures, or teaser copies such as “free offer” in the mail that build curiosity in the reader. Also, you should not forget to include an order form in the mail to generate better response rate. It will help the user to contact you easily or purchase your product.
“Don’t continue to do what you’ve always done just because it’s easy to do!” ~ Ian Minnis
4. Simple Content
If you do not want your effort to be of waste, try to keep your content short and simple. You will be given only a few seconds to prove the effectiveness of your mail. You can either include simple images or graphics, bright colors to highlight the most critical part of the text, or bullet points to make a list short. Understandability and readability should be the only goal of your mail. Therefore, instead of using many paragraphs or jargons in your content, try to use three or four points and explain them wisely.
“Keep it short. No one reads more than the first paragraph. You have 10 seconds, make it count.” ~Eric Miller
5. Know Your Audience
Study your vertical intensely before planning any future endeavors. Try different strategies for different markets or audiences. The approach used for a company may not work well for another. Create a unique experience for every prospect you want to reach and leave a lasting imprint on their brain. So, marketers have to invest some time to know what suits best for whom. Though it requires more time and energy, the outcome will be worth it.
“Know thyself. Know the customer. Innovate.” ~Beth Comstock
6. Track Response
One should always track the result of their campaign because profit matters a lot in every business. The marketers must implement various strategies to measure their success. A straightforward way is to send an order form along with the mail to the customer. It helps you to keep track of responses if customers show any interest in your product or campaign.
You can also insert a unique code on every order form to identify any specific customer. Try to use this tactic or some other tool to track every customer’s response. By following this method, you can check the pitfalls in your campaign and make some necessary changes. With this tip, you can gain the loyalty of the user.
“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.” ~Philip Kotler
7. Accurate Data
The organization must always give more importance to the preciseness of the data. It should help you reach the right candidate at the proper time. The marketers must spend some time planning the strategy. Likewise, they should also keep some time to ensure the accuracy of the list. If your database includes erroneous or redundant data, your entire effort goes in vain. So, one must take special care to get the right data and keep them afresh and clean.
“To get the right message to the right person at the right time you first need to get the right data to the right database at the right time.” ~John Caldwell
8. Go With The Law
Either you are running your business from home, or you have multiple branches of your organization, you should always go by the rule book. Especially in the marketing segment where you deal with the people’s emotion and interest, you must obey the law drawn by the government authorities. One should also be careful while implementing direct mail campaigns in their business. Like every other stringent rule, there is a law for misrepresentation claims. So, the content in your brochure or sales letter should be relevant and obey the business litigations.
“Discipline without freedom is tyranny. Freedom without discipline is chaos.” ~ Cullen Hightower
9. Address The Benefit
The way you communicate with your customer or prospect will have a direct impact on your business growth. Always make sure that every message you convey reach the audience and profit them. The marketers must master the art of convincing the client with the product they have to offer. Also, instead of focusing only on the feature of the service or product, they must focus more on its benefit. Customers always love to know how your product helps them. This method will not only help to drag the attention of old customers but also gain new ones.
“You can’t sell anything if you can’t tell anything.” ~Beth Comstock
In brief, if you wish to stay ahead in the vast B2B marketing universe, always try to keep your database clean, be relevant and do not forget to engage your audience in your business activities. Also, adopt the right technology to measure as well as optimize your efforts.
Instead of overlooking the benefits of direct mail, sketch a strategic plan to receive a higher response from your campaign. Make the best use of the strategies mentioned in this article if you wish to get noticed in the mailbox.