Want to make the most out of your direct mail marketing campaign?
For the success of your business, it’s imperative that you spend each and every penny wisely. In this day and age, there’s just too much competition out there to spend your marketing dollars willy-nilly. But, if you’ve been getting the word out about your business using direct mail marketing, you’ll be glad to know that there are many things you can do to ensure that you are getting the most out of your campaign. There are a number of best practices that can help you do just that, and the experts at Worcester Envelope Company have made this list of just a few of them.
#1. Combine your direct mail and digital marketing campaigns.
We are in the digital age, and that means that digital marketing is more important than ever before. It’s not just important; no business can remain successful and competitive without it. But what does digital marketing have to do with your direct mail campaign? When you combine your efforts, you’ll be able to get the most out of all of your marketing streams. Your digital marketing strategy can help you to fine-tune your mailing list and take a more personal approach with your mailers, and your direct mail marketing strategy will help to get the message out to your clients in a more effective way. Apart, both can be effective marketing strategies, but when you combine them, you’ll get so much more out of every marketing dollar you spend.
#2. Personalize your campaign for your readers.
Time and time again, marketers have seen just how important personalization can be, and you should make it a point to include personalization as much as possible in your direct mail marketing campaign. Personalization, however, is more than just about adding their name to your mailers instead of “dear reader.” It’s about catering your strategy to fit their needs. This is why getting to know your customers is such a key step. The more you know who your customers are and what they’re looking for, the better you’ll be able to target the solutions to their needs in your strategy. You could do this by identifying the contact information of the store nearest them or even pointing out the areas in your catalog that are applicable to them.
#3. Your call to action should be easy to understand, to the point and repeated often.
Your calls to action give your readers the instructions they need to actually act on your direct mail offers. The clearer you can be with what your readers need to do, the more likely they are to actually do it. Your calls to action should also stand out in the mailers; they shouldn’t just be a part of the text in your mailers, as readers tend to skim and could easily miss them if they don’t stand out. It’s also important that you repeat your calls to action throughout your mailers. If you’re able to give your readers more opportunities to act, they are more likely to do so.
#4. Give your audience multiple ways to accept your offer.
Your readers are varied, and so are their preferences. While some people will prefer to go online and take you up on your offer on your website, others might prefer to have a physical coupon they can bring to your store. There are so many ways that your readers could act on your direct mail marketing offer, but it’s important to give them options — just make sure they are all easy and convenient. When you are able to give your readers multiple ways to respond or accept your offer, you increase the likelihood that they actually will.
#5. Don’t be afraid to give your readers more information.
On average, people will only spend between 15 and 20 seconds reading a marketing email. So, it’s no wonder why businesses are wary of stuffing their emails with too much information. After all, there’s no point in including it if no one will read it. However, people spend a lot more time reading direct mail marketing. In fact, on average, people spend about 25 minutes per day reading through their direct mail. Because people actually read direct mail, you don’t have to worry about catching their attention in just 15 seconds as you would with email marketing. Your customers are actually reading what you are sending them, so don’t be afraid to include plenty of information.
#6. Make it a point to A/B test your mailers.
Direct mail marketing, like any marketing strategy, needs to be continually tested to ensure that it is as effective as possible. The last thing that you want to do is to put your money towards mailers that are ineffective, especially when you could make them more effective by making even the simplest changes, such as switching the color or using a different image. Keep careful track of the results of your campaign, and use that data to make the necessary changes to your campaign. Not only will this help you enjoy better results, but it will prevent you from sinking your money into ineffective mailers.
#7. Follow up with your readers.
Sometimes, waiting for your readers to respond to an offer can hinder the success of your campaign. In these cases, sending your reader a mailer should be just the first step in the process. If you have the information available, follow up after you send your mailers by sending them a reminder email or giving them a call. It’s possible that they didn’t see your mailer, or maybe they forgot about it. Whatever the reason, following up can be a powerful way to increase the response rate of your direct mail marketing campaign.
Let us help you design the perfect direct mail envelopes for a more effective campaign.
As you can see, there are multiple best practices you can employ to get even more out of your direct mail marketing campaign, but none of that matters if your envelopes don’t stand out from the rest of the mail your readers receive every day. It’s essential that your envelopes stand out and demand to be opened, and here at Worcester Envelope Company, we can help you design envelopes that will do just that. Using the latest and most innovative tools and techniques, our experts will help you take your campaign to the next level.
We hope that these best practices will make a difference in your campaign, and in the meantime, don’t hesitate to contact us when you’re ready to enhance your mailers like never before. We’re the leaders custom printed envelopes, and once you work with our team, you’ll quickly see why. Get your free product quote today!