With communication being almost all digital these days, physical mail offers a consumer experience that feels more personal than it’s virtual counterpart. That’s probably why people react more positively to direct mail. In fact, 56% of Americans love getting tangible mail, with the exception of bills.
The response rate among all direct mail is also remarkably high relative to the digital alternative. Email campaigns receive only 0.1% response rates, social media about 0.4%, paid search results 0.6%, and online ads only 0.2%. But, according to the Direct Marketing Association (DMA), direct mail campaigns get a response rate of about 4.4%. Additionally, 60% of those who get direct mail check out the websites advertised.
With those numbers in mind, direct mail campaigns are a strong physical marketing tactic to help reach your target audience. And with the right strategy, direct mail can lead to new customers.
Here’s how to create successful direct mail campaigns:
Identify Your Target Market(s)
Who needs your product/service? Why do they need it? Who is currently purchasing your product/service? It’s important to keep these questions in mind when identifying the target market(s) for your campaigns. Not understanding who your audience is and what they care about, will result in less leads for your business.
The best practice for successfully identifying your audience is to utilize the data you have available from past campaigns, or even just doing some basic research.
Based on your research, you can generate personas of customers that would need your product or service. It is important when building your personas that you identify what problems this consumer may be facing and focus on how your product or service can solve that problem. Once you’ve determined who you’re talking to, you can successfully craft direct mail campaigns that appeal to those specific personas.
Create Actionable Messaging
So, what if your audience opens the envelope? Will you keep their interest long enough for them to read through to the last word? What do you want them to do after reading your message?
This is where aesthetics come in. Your mailer should have:
- Bold, eye-catching print
- A few key points
- Testimonials, facts about the business, or a description
- Appealing images that speak to your target market. For example; if you are speaking to parents, include images of families
- A call to action.
Be careful not to overwhelm your audience, though. It’s best to include only one direct, actionable step that you want the reader to take. Otherwise, you may come across as overly salesy and lose the customer’s interest.
This is where companies like Page Per Page can help improve your mailings. Need help with design? The experts at Page Per Page will ensure that your mailing stands out from the junk mail with the proper messaging, layout, and visual style.
Send Multiple Mailers
The harsh reality is, your chances of being seen and action being taken from one direct mailer are slim. You’ll need to be tenacious with your direct mail campaigns. Send multiple mailings, not just one. The more mail you send, the better your chances of getting a favorable response.
While the ideal schedule for sending out your direct mail will depend on the type of business you own, the Direct Marketing Association (DMA) recommends a mailer every 21 days. Following this schedule will keep your brand fresh in the minds of potential customers and allow you to renew your appeal with a special deal each month.
Track from Beginning to End
Your campaign is only as good as the information you retrieve from it. Did you generate leads? What was the conversion rate? How many people utilized the coupon code and what are their demographics? Tracking allows you to obtain all the information needed to determine your true ROI and potentially adjust your mailing strategy going forward.
Here are some ways to track your direct mail campaign:
- Dedicated Phone Number
- Specific URL
- Coupon Code
- QR Code
When someone responds by calling the specific phone number, visiting the special landing page, entering the incentive coupon code, or scanning the QR on your mailing, you’ll be able to see how effective your campaign has been. You can then use this information to increase the success of your next campaign.
Page Per Page Makes it Easy
Managing a direct mail campaign takes a lot of resources and hard work. And if done right, you’ll obtain new leads and more information to help for the next campaign. The great news is you can make the process easier by utilizing the expertise and services of Page Per Page.
Whether you are starting from scratch, or need an update, Page Per Page’s design and print experts can help you build and send a direct mail campaign that generates leads.
