With all the new, shiny digital technologies available, it can be easy to forget about one tried and true staple of marketing: direct mail. This form of communication is still relevant, even in today’s digital world. To make it the most effective, remember these five things:
- Get Personal. Know your audience. A successful direct mail piece starts with a well-developed mailing list. Be specific when identifying your target audience, and then create the piece with their preferences in mind. Personalizing the mailer with their name is an easy step to take. But you can also personalize by promoting and sharing products that align with the customers’ interests.
- Think Dimensional. After you’ve decided to do direct mail, be sure to think about what will set your piece apart in the customer’s mailbox. Sending a dimensional mailer is sure to capture the attention of your customer. They can’t help but wonder what’s inside the mysterious tube or box that just arrived. They have to open it! Flat mailers are easier to overlook or toss straight in the recycling bin. We sent out a dimensional tube mailer that looked like a roll of Vermeer Netwrap (a product our client currently sells). Out of 2,443 mailers that were sent out, 183 recipients redeemed their coupon which is a 7.5 percent response rate compared to the average 3.4 percent response rate.* The piece caught people’s attention, engaged them and led to successful redemptions of the promotion.
- Include a Call to Action. The dimensional mailer described above was so successful because we had a strong call to action to buy along with a coupon to entice the sale. Ask your team, what are you trying to achieve? Be sure your call to action is clear. Do you want them to buy? Set up a demo? Inquire for more information? Visit a website to learn more? Whatever it is, make sure the customer knows what to do next. At the same time, make sure the experience you drive them to is well executed and aligns with the promise outlined in the mailer.
- Incorporate Technology. Just because the piece is travelling via snail mail doesn’t mean you can’t engage your audience digitally. Technology has advanced enough that you can send full video players in the mail that will let customers start and stop pre-loaded videos, and even switch between several videos. People will be driven by their curiosity to watch the video simply because it arrived in their mailbox. Meanwhile, you’re telling your story to an engaged audience, introducing new products, and looking tech-savvy all at the same time!
- Track Results. Last, but not least, keep track of your results. You won’t know the success of the campaign unless you have a measurable call to action. Keep track of the redemptions, website hits or purchases so you can make adjustments before you run your next campaign.
*Average response rate from 2012 Direct Marketing Association report.