The Ultimate Guide to Successful Direct Mail Marketing
Direct mail is a proven and highly effective medium for getting your marketing message out to potential customers. Here, we look at the secrets to direct mail marketing and how to obtain the best lead conversion rates from your mail-out campaigns.
Use High Impact Design
High impact design will capture the reader’s attention and sell your product or service. Whether it’s a business logo or attractive graphics, professional graphic design in Sydney can enhance the look of your direct mail campaigns, helping you create an excellent impression of your brand from the start.
Quality brochure and flyer printing can also give your mail out campaigns an extra edge by communicating a high degree of professionalism through your promotional materials.
Plan Your Campaign
Planning your campaign is important for ensuring that you achieve your marketing goal and execute each part of the process according to your objectives. Some key elements to define and plan for include:
- Goals. What are you seeking to achieve from this direct mail campaign? Goals should be specific, be able to be measured, and be realistic and achievable. It’s a good idea to set a timeframe for any goal.
- Target audience. Define your target audience and be specific.
- Response. How have you planned for customer responses to occur? For example, if you expect customers to call you directly, have you allocated sufficient staff members to meet anticipated demand levels?
Use Concise Copy
Short and concise copy appeals to everyone. Take time to draft effective copy, ensure that your message is concise, and cut out any excessive information. Using cross media features, as we’ll see below, can also help your direct mail out campaigns appeal to busy people.
Incorporate Cross Media Features
Cross media features, such as QR codes and PURLs allow businesses keep copy concise and sustain interest.
- QR Codes. QR codes are increasingly being used by businesses to encourage customers to scan and access websites or videos on their smartphones.
- PURLs. PURLs are customised web links that allow you to tailor website content to direct mail recipients.
Offering Free Trials
Everyone loves getting something for nothing, and free trials are a wonderful way to offer customers a chance to try your product or service without a long term commitment. They also provide businesses with a chance to capture customer information for future marketing campaigns.
Of course, free trials are much more suitable for some classes of products or services than others. Free initial consultations, assessments, trial subscriptions, or samples are some easy ways to generate interest and encourage customers to sign up quickly.
Make it Easy to Respond
Making it easy for customers to sign up and respond to your offer can significantly boost the response rate of your direct mail campaign. Simplify your online sign-up process and make your sales team easier accessible. Contact details should be clearly printed on your flyers, brochures, or letters.
Consult a Direct Mail Distributor
Direct mail distributors can roll out the actual distribution stage of the process more effectively, broadening the reach of your campaign. Outsource any stage of your campaign where specialists can obtain better results on your behalf.
