For many years direct mail was thought of as a less attractive option when it came to mail marketing and digital marketing strategies were firmly on the front foot. However, in the recent past we have seen a resurgence of direct mail being used by many companies.
Here are some tips and tricks that let you in on the secret of creating effective yet affordable direct mailing campaigns:
1. Learn How to Create Amazing Visuals
It’s easy to develop a sense of what’s working and what isn’t in direct mail- simply have a look at the ads coming into your post box and remember what you think looks great and what you would be quick to put into the trash.
2. Involve Your Audience
Don’t make the mistake of assuming your audience knows absolutely nothing by putting obvious, cheesy taglines and graphics together that would inform a 3 year old. Get them thinking- by getting them involved in the campaign they are essentially giving you more time.
3. Don’t Give too Little Information
From the point above we established that you shouldn’t assume your audience knows nothing- the same goes for the other side of the spectrum; they don’t know everything. Make information obvious and easily accessible.
4. Call to Action
Before you send your direct mail out, you should know what it is that you want your consumers to do and you should ask them to do it, more than once. A call to action is vital in every good direct mail campaign.
You need to decide what will be the most effective medium for your direct mail. Think about your product and the medium that would be most appropriate for it. For example if you are selling holidays then a postcard will be great, but a letter in an envelope would be better for a financial services company.
There are many other aspects to think about when it comes to your direct mailing campaign, but the core of every good direct mail is to personalize the mail in order for the consumer to feel like they have been reached out to specifically.