The goal of any direct mail marketing campaign is to get results. After all, what would the point of investing even a dime into direct mail be if you never sold any products or attracted new customers? The response rate of your direct mail campaign is, hands down, the most important aspect of your campaign, and if your response rate isn’t where you’d like it to be, you’ll be glad to know that there are lots of things you can do to increase it. Make sure that you check out our last blog to learn about the first few things you can do to increase your response rate, and keep reading to learn more.
#4. Personalize your mailers.
If you’ve read many of our previous blogs, then you probably know that we’ve talked about personalization quite a bit. However, we’re going to keep on talking about it because it is key for a successful direct mail marketing campaign. If your envelopes still say, “Dear Reader,” then you’ll be excited and surprised to learn that personalization is the very best way to take your campaign to a new level. And, personalizing your direct mail campaign is more than just substituting a name for “Dear Reader.” It’s about using the data you have to create custom offers and solutions for your customers that help to meet their unique needs.
#5. Think long-term for your direct mail campaign.
Direct mail marketing doesn’t have to be dominated by one-time offers. In fact, in some cases, playing the long game is a much more effective strategy. Help your customers get to know you and remember to take you up on your offers by implementing a longer-term direct mail campaign. Instead of sticking with one-time mailers, send a series of mailers with a variety of offers interspersed with compelling information and stories. A whopping 39 percent of consumers have tried a business solely due to direct mail, but that doesn’t always happen the first time they come in contact with an offer. With a long-term strategy, you can help to establish brand recognition and trust in your readers.
#6. Integrate direct mail with digital strategies.
In order to improve your response rate, it’s important to do everything possible to make it easy for your customers to respond. People are used to speed and convenience in this day and age, and not everyone will take a physical mailer to your store in order to act on your offer. Some people would much rather use a coupon code on your website or call a phone number. There are so many ways that someone could potentially respond to your offer, and in order to make it as easy as possible for them, you should give your audience multiple options. That way, they are sure to find an option that works for them, increasing the likelihood that they’ll actually respond.
#7. Make sure that the timing is right.
Timing is an essential thing to consider when it comes to direct mail, or any marketing strategy, really. To demonstrate the importance of timing, imagine yourself receiving an offer for a discounted swimsuit in the middle of January, when the temperature barely even reaches 30 degrees Fahrenheit during the warmest part of the day. There’s a good chance that you would probably throw the offer away without giving it a second thought. But, if you had received the same offer in the summer, when it’s hot and sunny, there’s a much higher chance that you would act on it.
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