Direct mail campaigns are still an effective way to sell to potential customers you haven’t reached yet. The right direct mail campaign can have a huge impact on your bottom line, but creating one that works isn’t as simple as dropping a few mailers and hoping for the best.
Be creative with digital solutions
Traditional direct mail can be expensive and time consuming. If you want to run a nationwide or multi-state direct mail campaign, your marketing team will have an easier time managing a virtual post office box than a physical mailbox.
A direct mail service provider will give you access to a template library with thousands of templates. You can customize templates for your direct mail materials by adding graphics and customizing the design using different layouts, fonts, colors, photos, and more.
Know your target audience
Knowing your target audience is the first step to creating an effective digital marketing campaign. Without this crucial information, you’ll be filming in the dark and wasting your time and money.
So take the time to research and figure out who you’re trying to reach based on age, gender, location, preferences, etc. After identifying your target, you can start designing with them in mind.
Define your goals
Before you design your direct mail campaign, you need to know your goals. What are you trying to achieve with this campaign? Are you looking to increase brand awareness, generate leads, or make sales?
Once you know your goals, you can develop key performance indicators (KPIs) to help you achieve them.
Create a mailing list
Building an email list is done by purchasing a prospect list from a reputable source or by compiling a list of potential customers from your customer database.
Once you’ve compiled the list, segment it based on where prospects are in their buying cycle. Graduate leaders have shown interest in similar products and services over the past year.
Mid-cycle potential customers have recently purchased a product or service. Prospects at the bottom of the cycle haven’t bought anything for more than a year, but are interested in your offer.
It’s important to target each prospect based on where they are in their buying cycle because people will react differently depending on whether they’re still researching or ready to buy.
Use the best format and design
When it comes to direct mail, the format and design of your direct mail is just as important as the offer or message it contains. You want to make sure your direct mail stands out from the rest so it doesn’t get lost in the mess.
Use color as an essential part of any direct mail campaign. It grabs attention, increases interest, and helps people read your email content.
Create a compelling headline that inspires customers to act immediately. It should be concise and catchy. Finally, don’t forget testimonials or quotes from satisfied customers.
Use effective CTAs
The call to action (CTA) is one of the most critical aspects of your direct mail campaign. After all, the purpose of the campaign is to get recipients to take action, like making a purchase, signing up for a newsletter, or attending an event.
Make sure your CTA reflects what you want the recipient to do and is in a position that will make them stop and read it. A well-positioned and compelling CTA on your direct mail can be the difference between getting someone’s attention and having them ignore you altogether.
Keep your CTA short and simple with clear instructions on what to do next after clicking on it.
Track your results
After you’ve designed and executed your direct mail campaign, you need to track your results. Tracking helps you determine what worked well and areas that need improvement for future campaigns.
Keep track of how many people open and click on your emails or unsubscribe, giving you a good idea of the success of your campaign.
Once you’ve tracked your campaign’s effectiveness, take the time to analyze your direct mail campaign. You can use software like Google Analytics or HubSpot to gauge which mediums were most effective in reaching an audience and which posts got the best response.
Once you’ve analyzed your campaign, come up with an optimization plan for next time. It’s worth seeing what went wrong this time to avoid repeating mistakes.
Launch a test campaign
Running a test campaign before launching your direct mail campaign helps you refine your design and ensure it is effective.
For example, test in your business location to establish pain points in your direct mail campaign. If possible, ask friends and family members what they think of the direct mail design.
Include links and scannable codes
Include links to other content on your mailing that might be relevant and helpful but not directly related to the mailing. Link building increases the chances that someone will click through and stay on your site longer, leading to increased traffic.
It’s best to include a scannable code in your direct mail design because it lets recipients learn more about your product or service without having to type in a long URL.
Incorporate direct mail into various marketing strategies
An effective direct mail campaign will be in harmony with other techniques. Remember that your marketing message is delivered through your direct mail, advertisements, and social media posts.
Integrating direct mail with your other marketing strategies allows you to maintain a consistent brand identity no matter how you interact with prospects.
Make sure your offer is clear and attractive. Use strong visuals to grab attention and make your message stand out. Keep your copy short, sweet, and to the point, and include an easy-to-follow call to action that makes sense for your offer.
For an effective and efficient direct mail campaign, follow these practical tips to design one that converts.
Alice is a professional writer and editor at Research Snipers. She has a keen interest in technology and gadgets. She works as a junior editor at Research Snipers.