Direct mail is one of the most effective forms of marketing, yet with any marketing initiative activity, you need to measure its efficacy. While the goals of each campaign will vary — from sales or sign-ups to brand awareness, the bottom line is the most important. You can learn with very little effort just how successful your campaign has been by looking at your direct mail responses and response rates, but it takes a little more initiative to increase it. Don’t fear — there’s a science to it, and there are certain tips and tricks to increase your response rate.
While it might sound obvious, you must understand what your market needs and what it will respond to. Before you begin, gain as much insight as you can into your data, or if the information isn’t readily available, learn your customers demographics by profiling them against an external data source and make some well thought through assumptions, at the very least.
Successful campaigns are personalised and relevant to your audience. These days with direct mail capabilities, you can do so much more than ever before, such as personalised URLs, QR codes that take a customer to their own page on a mobile device, or their sales history included within the copy of the mailer. Whatever you do, make it effective and personalise from front to back. Show you recognise them as an individual.
Cleanse Your Database
Target the right prospects by ensuring your records are correct and up to date. There’s no use sending out mailers to those who might who have moved on from their location or are deceased. Perform due diligence yourself, or enlist an agency to do it for you to prevent embarrassment and wasted printing and postage.
Be Clear About the Message
This is possibly one of the most crucial points of direct mail as you’d hate to waste an opportunity. Keep the creative clear and eye-catching, use a strong call to action so the prospect knows what they have to do and by when, and sell them the benefit as wells as the features. Make them believe that your product or service is the only one they need. And give them a reason that they need it now.
Make It Easy To Respond
You want your customer to respond, so you want to make it easy for them. Integrate direct mail digitally with a website that’s accessible across all devices, provide a toll-free or local telephone number for which they won’t have to pay, or include a postage-paid reply envelope. They’re small details, but they’re worth considering for a greater response.
Who’s going to throw away an envelope with something squishy, lumpy or bulky? It’s the one way to guarantee that they open it. It could be a product sample, a fun trinket, or a something witty that references the creative. And while it mustn’t be a huge cost, something to make an extra connection with your customer can be priceless.
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