In the digital age, there’s one thing that gets more attention than anything: direct mail.
Believe it or not, when Moz surveyed consumers about effective ways for companies to attract their business, the top item on the list was direct mail, with 53.5 percent of the vote.
Direct mail is still a powerful tool, but it can be a cumbersome beast if you don’t have the right tools and experience to quickly design and execute a direct mail campaign. That’s why some 3rd party logistics companies offer both mail services and fulfillment services. They have the tools to make direct mail seem easy, but you still have to do some of your own legwork.
Here are four tips to get you started:
- Define Your KPIs. Even with direct mail, you should be defining some KPIs (Key Performance Indicators) so you can track performance and make changes as necessary. Depending on the nature of the mailer, you may want to consider KPIs like number of calls, percentage of coupons used or even purchases of a particular item over a time period near the date of the mail-out.
- Consider Your Format Carefully. Most direct mail campaigns are in one of three formats: postcard, half- or tri-folded letter-sized paper or letter in an envelope. Each has its place in the marketing world, as well as their own costs. Postcards will limit how much you can print, but they’ll also be the least expensive and most likely to be quickly scanned. Envelopes are typically the most expensive, but may be read in great detail if designed well and used for complicated, higher end products.
- Narrow Your Mailing List Accordingly. A big part of the success of a direct mail campaign isn’t the art or the message, it’s sending the right message to the right people. Just like you’d narrow an email list to just the people who would best benefit from it, you’ll do the same with your direct mail list. If you don’t have a list pre-built, many literature fulfillment services can provide you with lists narrowed by geography, demographics, industry codes, credit profiles or zip codes.
- Leave Your Design to the Experts. You may know exactly what you think your marketing message should look like, but unless you’ve designed many successful direct mail campaigns, you’re best to work with an expert to reach a final draft. Each piece of direct mail is a little different and each has to say a lot in a small span of time. Your design expert knows that and will help you create a mail piece with the most impact possible.
Direct mail can deliver very high marketing ROI, but you have to plan and execute your campaign carefully. Working closely with the experts, narrowing your mailing list to those people who are most likely to benefit from your message and choosing the right format will help you achieve the results you’re seeking: more sales and solid business growth.
