With digital marketing dominating the marketing mix these days, it’s easy to overlook an old trusted medium that can play an essential function in separating you from the competition. However, direct mail marketing is still very much alive and highly effective when done right. This powerful marketing channel has many characteristics that separate direct mail from all the digital alternatives available to marketers today
If you want to enhance your overall marketing results, consider using direct mail. With consumers being constantly bombarded by digital campaigns, a well-done mail piece can help you stand out.
Below are three tips for an effective direct mailer.
1. Understand the 40/40/20 rule.
The first 40% is your direct marketing mailing list. This list should not be your entire customer list but a strategic segment of your audience that you’re trying to reach. Your list matters whether you’re trying to reach your most loyal customers or new ones. The other 40% is your offer within your direct mail. Is your offer good enough to make someone stop and convert? If you get your audience right and offer down to a tee, you will grab your customer’s attention and increase sales. The last 20% is everything else from the creative design, direct mail format, and timing. Make sure to use eye-catching colors and high-quality images to help your mailer stand out.
2. Integrate with other marketing initiatives
Integrate your strategy with your other marketing efforts so that it’s a part of the same cohesive marketing plan. Having consistent messaging is crucial to your campaign’s success. You should align your marketing efforts across the board from your emails, online ads, and social media promos. We recommend using the same images, graphics, coupon codes, and other materials in those digital efforts to ensure your customers are always heading in the proper direction of your marketing funnel. For your CTA, QR codes are a great way to lead to your landing page and help measure the effectiveness of your campaign.
3. It often takes more than one mailer.
Having multiple touch points within your campaign is crucial to converting leads. Keep in mind that only some receivers of your campaign are going to be in the market for what you are offering at that given time, but this doesn’t mean they’re not interested. Follow-ups in all forms, including mailers, are crucial to a successful direct mailing campaign.
With over 15 years of experience in direct mailing, PF Solutions is here to help. To learn more, contact us now.
