With so much junk mail being sent on a daily basis, how do you ensure that your mailers don’t get thrown away?
Direct mail campaigns certainly aren’t the most expensive kinds of marketing campaigns, but they aren’t exactly cheap either. Regardless of whether you own a retail store or an HVAC maintenance company, you need to be able to make the most out of every dollar that you invest in marketing, and if your audience is throwing away your mailers without looking at them, they are also throwing away your direct mail investment. Luckily, there are many ways you can make your direct mail marketing campaign more successful, and in our last blog, we went over the first five. Keep reading to learn about the last five secrets of a successful direct mail campaign:
#6. Don’t spend more than you have to.
With any marketing campaign, it’s essential to allocate the right amount of resources and budget to get the job done effectively. However, there are many variables that can make your direct mail marketing campaign more expensive than it has to be. The price of envelopes, for instance, can vary, depending on where you buy them. If you overpay for your envelopes, you aren’t likely to recoup that investment. Luckily, you have Worcester Envelope Company on your side, and we offer discounts on bulk envelopes for a variety of uses.
#7. Get to know your readers.
No two customers or clients are exactly alike, and while you may not have the time or resources to create a custom mailer for every individual, it’s important to get to know your customers and clients as a whole or as smaller groups. For instance, if 50 customers all purchased the same thing, you can use that shared purchase history to send those 50 customers a custom message that is geared more specifically towards their needs.
#8. Give your readers something useful.
In our previous blog, we talked about how including a lumpy object helps to stir curiosity and increase the chance of your mailer actually being opened. One of the best “lumpy” items to include in your mailers is a pen or another object that could be of continuous use to the person receiving it. A pen makes a great option because you can include your business name, contact information and logo on it. Even if your reader never actually looks at your offer, whenever they use that pen to write out grocery lists, mortgage payments, or to-do lists, they will see your business name.
#9. Be creative.
In any direct mail marketing campaign, one of the most important aspects is to set your mailers apart from all of the other mailers. In order to get results, it’s essential to make your mailer stand out, and in order to do that, creativity is paramount. Think about some of the mailers that you’ve personally opened. Chances are, there was something that made them different in your mind, and in most cases, that something is creativity. For instance, one company sent out a message in a bottle to their clients, explaining the upcoming changes to their pool services. This is just one of the many creative ideas that can take your direct mail marketing campaign to the next level.
#10. Take a closer look at your list of recipients.
Do you send your mailers out to everyone in your area, or do you have a specific list of former clients or customers who you send your information to? While a broad list can get your mailer to a wide range of people, it’s much more difficult to run a successful campaign that targets people who don’t know who your company is or what it does. The most successful direct mail marketing campaigns start out with lists that have been well thought out. If you have purchasing or demographic data, that can go a long way in allowing you to send more customized content to your readers.
Your direct mail marketing campaign can be an essential part of your overall marketing strategy, but it’s important to make sure that you are maximizing every dollar you invest in your marketing. At Worcester Envelope Company, we are proud to say that we can help you find bulk envelopes that are affordable and can be customized for your own needs. Shop with us online today!