Create a Direct Mail Campaign that Works
Are you wanting to get a special offer or promotion in the hands of your target market? Do you want to drive action from past customers? Creating a strategic direct mail campaign can be the secret to your success.
If you want to leverage the power of direct mail, you need to have a plan behind your actions. The following tips can help you deliver a product to mailboxes that delivers success for your bottom-line.
Use Data to Segment
One of the most common reasons a direct mail campaign might fail is due to a “one-size fits all” approach. Chances are, every single person inside a ZIP code is not your ideal customer. Why waste the same time and energy marketing to someone who is highly unlikely to buy?
Successful direct mail campaigns utilize the incredible amounts of data at our disposal to refine their mailing list to the key demographics that are most attractive to their business. When relevant information is sent to the appropriate audiences, direct mail has a better response rate than most digital forms of advertising such as email.
Make Your Design Stand Out
If your direct mail piece is the same size and shape as other forms of junk mail, there is a chance your audience might never see it before it ends up in the trash. At Lamco, we work with end-clients and our printing partners to develop pieces that are unique in every way from the boring postcards and flyers commonly seen.
By increasing the size of your item, implementing a unique shape or adding a specialty grit or gloss coating, your item will stick out like a diamond in the rough. While most direct mail pieces feel cheap and flimsy, a direct mail piece with the appropriate finishing touches feels valuable – perfect for your valuable message.
Make Your Message Personable
Did you know, you are more likely to read something if it has your name on it? Personalizing print pieces is not just for names and addresses anymore. Variable data printing has allowed our industry to create entire marketing campaigns using details on past purchases, interests or hobbies that can make a message more relevant.
What information can you gather on your ideal customer to increase your ability to build a connection? For each step of personalization, you increase your odds of gaining a favorable response that will help you grow.
Direct mail campaigns might not be as trendy, or glamourous as their social media counterparts. If done strategically, with a piece that stands out, they can still be the most effective part of your marketing mix.
If you are unsure where to start with direct mail, our team of specialists at Lamco can help. We can share some examples of stand-out work, and discuss how to best package your message into a sales generating tool.