Direct mail marketing remains one of the most efficient ways to increase the visibility of your brand and attract visitors to your business. However, it’s very easy to get things wrong with this technique. If you’ve just started using direct mail for advertising, your campaigns may have fallen flat a few times. This is not a reason for you to give up. Instead, try to see where you went wrong and make corrections so that your next campaign will be more successful. Here are a few tips you can use to make your direct mail campaigns more effective.
Craft Your Message for Your Ideal Client
Before you start a direct mail campaign, we suggest that you build an ideal buyer persona first. You need your mailings to speak to that person and that person only. If you try to catch everyone at once, you won’t hook anyone, so try to focus on the type of client you want to see walking through the door.
Choose Who You Send Your Mailings to Carefully
You should also know that mailings don’t necessarily have to be sent to prospective clients only. Another way to use direct mail is to get people back and keep them loyal. You can send mailings to prospective clients, but you should also send them regular customers. You could even send them specific mailings based on the previous purchases they have made and offer a deal that might entice them.
Automate Your Efforts
A lot of people don’t know this, but direct mail marketing can be automated a lot like email marketing. You can set up a clear mailing list and have mailings sent automatically once certain actions are completed by customers. You can also track engagement and have mailings customized and sent based on previous interactions.
If you want to know more about automated direct mail, you should check out Lob’s automated direct mail services. Not only is their platform one of the best in the business, but they’re also a great resource for anyone who wants to learn how to use automated direct mail more effectively. They can also teach you some of the reasons why automated direct mail marketing is so powerful and why you should use it for your business.
Make Your Mailings Stand Out
You also need to make your mailings as attractive as possible for people. The most important part is using the right size for the mailing and the right size and style for the font. Try to pick a font that everyone is familiar with and make sure that it’s easy to read.
You can use human faces in your mailings if you want to, but don’t use stock images. Images of real people in your team can help build a personal connection with prospective clients, but stock images show a sign of disingenuousness that will not sit well with a lot of people.
Try to offer a deal whenever you can too. It’s nice to let people know that you exist, but that won’t be enough for them to rush through your doors. Offer them a 20% discount or a free consultation, however, and they might take you up on it.
Make Buying as Easy as Possible
Customers like to buy things, but if you make the process too complex and put obstacles in front of them, you’ll push some of these customers away. This is why you need to make it as easy as possible for them to buy from you. Try to put the right offer in front of the right people and make the transaction sound simple. One thing you could do, for instance, would be to add an 1800 number. This will make it seem as if they can contact you immediately and speak with an agent, which will increase sales.
Don’t Stop with One Mailing
One of the worst things you can do with direct mail marketing is to stop sending mailings because you didn’t get a response. A lot of people will not respond to a first mailing but might start noticing you as a brand and consider your services if you send multiple mailings to them. You shouldn’t overdo it but sending mail at regular intervals will engrave your brand in their minds and boost recognition. They might then either decide to buy from you, give you a visit or recommend you to one of their friends.
You also never know why an address did not respond. Maybe it never got to them, or they threw your mailing away before looking at it. Or maybe it wasn’t read by the right person in the household. This is why you cannot stop at one mailer and should try sending at least three to each address before you scratch them off your list.
Direct mail can be a very powerful marketing tool when used correctly. Follow the few tips in this article and be as consistent as possible with your efforts if you want them to bear fruit.