Email, Facebook and Twitter are important communication forums, however, tried-and-true methods like direct mail shouldn’t be cast to the wayside. The power of putting a physical piece of quality marketing into the hands of a potential customer can have a mighty impact and help to bolster your online strategies. Whether it’s a brochure, catalog, or postcard with a coupon, direct mail gives your customers something concrete to keep you first in their mind.
Like with any other avenue of marketing, some basic elements are essential to include in your direct mail blueprint to get the piece noticed and increase your success rate.
Keep up to date. Your campaign will be a waste of time without an up-to-date list of targets. Be sure to regularly schedule time to add potential customers, network, send out messages and follow up on responses that came in.
Have a game plan. How much do you have to spend? On a mass snail mailing, a response rate of around 2% is generally considered pretty decent. Do the math. Snail mail can be pricey, but a quality offer and a well-calculated response rate might be more than enough to offset the cost of the campaign.
Content is key. Use content that matters. Make it relevant to potential customers, not promotional. Answer customers’ questions, show benefit and promote action. Make it short, creative, compelling and well-written—if it looks like another sales pitch, customers won’t give it second look. Mention that you will contact with them…then do it!
Follow up. Some companies simply follow up with variations on the same message hoping to catch people when they’re ready to respond. Broaden your success rate with a phone call and request feedback by email. Don’t be shy about asking for referrals to other potential customers.
Many factors need to come together in order for direct mail campaigns to succeed. With the high costs of production and delivery, direct mail is a great way to generate new leads, but it isn’t for everyone. Give it a try, it might be just the ticket to your success.