Are you tired of finding your marketing campaigns delivering no results? It's time to make some real-world impact - with direct mail campaigns.
Direct mail marketing has the ability to outperform email campaigns (surprising, isn't it?) - if you do it right. You must choose the right material and send personalized, well-designed messages.
But that's not all. You must make those physical mailers stand out in the crowd.
It's time to discover ways to get better responses and improved ROI using physical mail marketing campaigns. So keep reading!
Direct mail marketing is a format in which tangible materials like letters and postcards are sent. It helps deliver targeted messaging directly to a current or potential customer's mailbox.
This strategy aims to make your brand stand out and influence the recipients' actions and purchase decisions. It's a physical form of communication with a personalized marketing message and CTA.
Pieces of direct mail campaigns can include:
Even though direct mailing has taken a backseat due to digital marketing, it's still the most effective. Direct mail campaigns evoke a 9% response rate compared to the 1% for email marketing.
It may surprise you that people enjoy getting mails because of the tactile experience. On the other hand, they prefer to have their digital inboxes clutter-free.
Up to 90% mails get opened. On the other hand, only 20%-30% of emails meet the same fate.
Mails allow you to integrate handwritten notes, unique formats, and fun items. You can get creative to attract your target audience's attention.
You can reach high-value members of your target market without permission barriers like spam filters. Mails sent to households likely reach multiple members at once - even those less active online.
People are less likely to dismiss physical mail in their mailboxes than emails. With fewer businesses adopting this form of marketing, you have a chance to stand out and drive more ROI.
A piece of mail sent directly to your existing or potential customer can significantly help your business. But this marketing model must be executed properly for it to work.
Here are a few tips for an effective direct mail marketing strategy:
Drive higher sales by including offers your customers wouldn't want to miss. Consumers are more drawn to your brand when they see deals.
For instance, don't just send a flyer if you're opening a new restaurant. A 20% discount will be seen as a value that will lure potential customers.
Personalized messages help customers feel seen and build an instant connection. It can be as simple as adding the recipient's name to the mailer, but don't stop there.
Tailor your mailer based on audience location, demographic characteristics, and interests. For a personal touch, add exclusive offers, handwritten notes, etc.
Your mailer's material quality can establish you as a credible brand willing to invest in customers' experiences. It positions you as a sophisticated company.
Depending on your message, choose an appropriate material, e.g., postcards for short messages or brochures for details. Select a format that best highlights your brand and message.
Captivate your audience's attention with eye-catching design elements like vibrant colours and relevant illustrations. The design should resonate with your brand and the audience.
Leverage the power of call-to-action by adding a valuable deal and clearly direct the recipient to the next step. Remember to add your contact details, including a QR code.
Don't limit your campaigns to just text-based mailers. Improve direct mail response rates with giveaways like samples, branded merchandise, gift cards, etc.
Pick items that not only highlight your brand but also provide value, piquing the recipient's interest. The goal is to encourage them to engage and enhance top-of-mind awareness.
Even the best direct mail campaigns can fail if you target the wrong, uninterested audience. Start by updating your mailing list to reach potential and existing customers.
Sending repeated mailers and testing new segments can help refine your audience. Offer incentives to acquire prime prospects and retain current customers.
While direct mailing is highly effective, surpassing digital marketing altogether is unwise. Create a 360-degree marketing plan by integrating digital channels.
Plan email campaigns, social strategies, and online ads that align with your direct mail marketing strategy. Also, print elements like QR codes and website addresses should be incorporated.
Mail automation triggers timely, relevant mailers in response to specific actions or occasions. It helps your mail reach the recipient at the perfect moment, making them feel valued.
You can automate a birthday wish, holiday greetings, or a post-purchase "thank you" note with discounts. Integrate direct mail automation with digital communications for a multichannel strategy.
We've discussed how your target audience responds well to tangible marketing materials, and how a well-crafted direct mail campaign can cut through the digital noise. The team at Speedprint can handle everything from design and printing to targeted mailing lists and campaign tracking.
Think about the impact a high-quality brochure or postcard landing in your ideal customer's mailbox could have. It's a chance to make a real connection that a fleeting online ad can't replicate.
We're confident we can create a direct mail campaign that drives results for your business. Are you ready to take the next step and get started? We can provide a free, no-obligation quote to get you on your way to a successful campaign.
We are the leading print advertising company catering to businesses across Canada and locally in Leamington and Essex County. Our services include designing and printing premium promotional items to boost direct mail response and sales.