December 27, 2016
Are you doing direct mail marketing the right way? This is something you need to consider to ensure you don’t waste time, money and effort in creating mail that will only end up in the trash without ever being read. Maybe it’s time to revamp your strategies, or maybe you should assess your competition a bit better. Regardless, if your business doesn’t market to your target audience, you’re doing something wrong.
Use the power of direct mail by applying these strategies.
Target the right recipients
One of the biggest advantages direct mail has is its ability to narrow your list down to your target audience. This is beneficial for several reasons, one of which is that direct mail comes at a cost and you don’t want to waste your resources by sending mailings to people who won’t care about your products or services. Hence, before devising your strategy for each campaign, take the time to build a mailing list of people that will most likely find your offer useful and interesting. Doing so will help you reduce the possibility of frustration on the part of people who didn’t want what you’re offering.
Make it personal
Too many mails, both direct and electronic, are generic missives that people hardly look at anymore. They also lack the capacity to pique the recipient’s curiosity enough to read beyond the subject line or the greeting. Avoid this pitfall by learning about your customers or prospects and their needs. This will help you outline the appropriate strategies to respond to those needs. When the recipient of your mail sees that you can offer a solution with your products or services, he or she will be more inclined to read your mail. What’s more, recipients will be more likely to respond.
Keep it short and simple
A crucial strategy when deciding to use direct mail is to keep your message as short and as simple as possible. Keep the information short by focusing on only the important details and make sure you communicate the key information clearly by highlighting essential words in your message. This is another way to keep the recipient interested in your offer and decreases the risk of misunderstandings.
When writing a clear and concise message, it’s helpful to list the information you want to include. Select the most significant details and include those in the mailing. To highlight key details, use bullet points or numbering. You can also direct the recipient’s attention to relevant words by writing them in bold or italics. Finally, ask someone to read the mail to ensure that it conveys the message you want to express.
The best kind of images to use in direct mail are those that don’t require any words or explanations. However, this is not an easy feat because some images can be interpreted in several ways that might confuse the recipient. With this in mind, choose images that not only aid but strengthen your message. If you’re not a savvy graphic designer, hire one.
Your efforts in crafting a direct mail message that has all these elements for success will be for naught if it doesn’t meet postal regulations. This is an important consideration since postage is usually the biggest expense in any direct mail marketing campaign. Make sure you don’t incur unnecessary postage costs by familiarizing yourself with the requirements of the USPS and keeping these qualifications in mind when designing the mail. If you are unfamiliar with the standards, get in touch with your mail service provider for assistance and for help in spotting problems that could potentially increase your expenditure.
There is no question that direct mail printing is still a powerful tool to reach customers and potential buyers. But because your strategies can easily go south if you’re not careful, you need to constantly evaluate your position to see what works and what doesn’t. It’s best to play it safe and not risk your company’s reputation and hard-gained customers.
Jason Phillips is a business writer and blogger. He has written several high quality articles. He also works for 247 Web Experts offering website designing and internet marketing services.