How to Create an Effective Direct Mail Marketing Strategy
While we live in a digital world full of social media, promotional videos and countless advertisements, consumers still prefer some form of human engagement with companies. Regardless of the convenience of digital platforms, people will always favor having something physical placed in their hands. The human touch is what builds trust and a connection with your brand.
For this reason, you should consider adding direct mail to your marketing strategy.
Why You Should Consider Direct Mail Marketing
Direct mail allows you to target specific audiences that may be harder to connect with online. You can reach demographics that are not available online, as well as strengthen the relationship you have with your current target audience.
Direct Mail Can Be More Effective Than Email
While direct mail and email marketing campaigns get similar response rates, a well-executed direct mail campaign can generate purchases up to five times larger than email campaigns. Combining email with direct mail can help you generate more qualified leads and obtain a higher response rate from key demographics you didn’t know existed.
Direct Mail Can Stand Out
People still check their mailbox daily. Once they open the box, you already have a captive audience. Therefore, you have an opportunity to make a strong first impression with a postcard or mailout that stands out from all the other mail. Remember, people get hundreds of emails a day, but only a few pieces of physical mail. Use this as an opportunity to grab their attention.
Direct Mail Is Shareable
Unlike email, which goes to one person, physical mail goes to an entire household. Many key purchase decisions are discussed at home after someone has seen an ad from the mailbox. Direct mail gives households a chance to consider purchasing an item simply because they saw your message.
Direct Mail Has a Longer Lifespan.
Because direct mail has a physical element, people are less likely to throw it away as quickly as they delete an email. A brochure or postcard may sit on the kitchen counter for several weeks before a person finally decides to commit to a purchase.
6 Steps to a Successful Direct Marketing Strategy
Step 1: Establish Market Segmentation
Market segmentation helps you target specific groups by dividing your mailouts into demographics like age, sex, ethnicity, salary, marital status, location and occupation. You can personalize offers that increase sales and brand loyalty by customizing each piece of mail to meet the needs of that specific customer without sacrificing your brand messaging or culture.
Step 2: Keep Your Mailing Lists Accurate and Up-to-Date
Accurate, up-to-date data is critical to your direct mail success. Your digital marketing team can append mailing lists, eliminate costly duplication and keep current with National Change of Address (NCOA) processing to optimize the ROI of each campaign.
Step 3: Use CRM Data to Customize Your Mailouts
Design an offer tailored to the needs and preferences of each customer. Use your CRM data to determine what your customers have already purchased and what they’ll need next. Make those products available with a personalized direct mail offer that grabs and keeps their attention.
Step 4: Create an Attractive Design and Messaging
With email, you’re restricted to about nine words in the subject line to capture consumer attention. With direct mail, you have the advantage of using colors, text, oversized envelopes and messaging that motivates recipients to take action. This is especially valuable during peak buying seasons like holidays.
Step 5: Don’t Forget a Call to Action
Once you’ve captured your customer’s attention, don’t waste it with negligible offers. Get right to the point and motivate them with a call to action that tells them what to do next. Make sure you add contact information and, if applicable, your website address or physical address. Make it easy for them to take the next step.
Step 6: Test the Market
Your first mailout doesn’t have to be a massive marketing campaign that blankets the entire market. Instead, you can test the market with a more targeted campaign. Try mailing out 500 postcards or brochures and see what happens. Carefully analyze and record the results so that you can tweak your next campaign. Slowly grow your mailouts based on measurable success and your marketing budget.
Get Results With Lucid Advertising
At Lucid, we use a wide range of marketing tools to help you target the customers you want to reach. To learn more about our direct mail marketing solutions, contact us today at 850.760.0478 or fill out the form below and we’ll be in touch soon.
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