Like anything in business, you need to start with an objective, then devise a strategy and plan out how you’re going to action it.
It is easy to say you are going to go ahead with a direct mail campaign, whip something up and send it on out, but if there isn’t a specific objective attached to it, your strategy will be too broad and it will be hard to measure how effective it is.
Ask yourself – How do you want your customers (current, potential or new) to respond to your campaign?
Do you want them to buy something, sign up to something, share something, or share information? The answer will then dictate your strategy.
Here are 6 tips that will give your campaign the desired effect.
Call to action
Yes, it’s a sales buzzword/phrase but it works. Put a clear call to action on your marketing piece and it becomes very difficult for the customer to ignore or misinterpret the direct mail document they receive. Be clear and directive. Make it easy for them with the Call to Action incorporated into the marketing piece. For example our Four Page Flyer Replier offers exactly that option.
Stand out from the crowd
Standing out from the letterbox crowd is easy with the creative direct mail options available to you now. Consistent branding, eye-catching graphics and great colours can mean the difference between a customer reading about your product or service or popping it straight into the bin. Something as simple and cost effective as a Full Colour envelope is a way to get the right response from your customer.
Don’t ask your customer to do too much. Choose one call to action and make it simple. Anything confusing or involving multiple steps takes up time for your target customer and increases the chance that they will put your advertisement straight in the ‘too hard basket’.
Make it easy for them to find you
Have all your contact details on the information piece. Your website, phone number, email, physical address and social media – allow your clients to connect with you the way they prefer. Some may want to speak with a real person over the phone, others might research you via your website before they decide to trust you and make the next move in the sales process. Making it easy for your customers to find you helps the customer build a sense of openness about your business.
Recognise that a direct mail campaign is part of an overall marketing plan. Your potential customers need 7 touchpoints to build trust in your brand before they purchase from you. This can be a mixture of contact such as email marketing, direct mail, social media posts and more. So be tenacious. Be consistent with your branding and the design of your overall marketing campaign so that your logo, colours palette and branding becomes easy to remember.
Match the campaign to the customer
This is a simple strategy that has been proven to increase response rates. It’s not rocket science but quite often is overlooked. You have a special offer for your customers? Think about EXACTLY what type of customer would like that offer. Is it ALL of them? Everyone on your mailing list? Or one type of customer profile on your mailing list?
Are you a travel company wanting to promote a special rate available at a family-style resort in Fiji? Kids under 12 eat and stay free. Make sure that only goes to the people on your mailing list you know have families or even better, kids under 12! Better response rates + less waste = better bottom line.
Yes, it does mean you have to keep your eye on the ball with your mailing list, gathering and managing accurate customer information but it’s absolutely worth it to get the response YOU want.
Contact our team today and see how we can help