Direct Mail delivers high engagement rates, a more tactile way to communicate than email, and targeted, visual campaigns. We’ve outlined ten pointers below that will make your direct mail campaigns successful with less effort than you can imagine.
Know Your USP
It might seem obvious, but strangely, it’s something many marketeers overlook: What makes your product different? While there might be many competing products or services in your space, there are differences—subtle or otherwise—that make yours unique. Put yourself in the customer’s position and ask yourself why you would choose your product over a competitor’s. List these reasons and use them to guide the way you communicate your offer. Think of it as the answer to the question you never asked.
Personalisation is key in a world of generic brand messages. It’s near impossible to hear one voice when everyone is shouting, so why broadcast when you can engage? It’s a simple touch, but using your prospect or client’s name will help you get their attention, before delivering a line of communication that is targeted to them. See also ‘Empathise.’ Find out more about direct mail personalisation.
Getting the customer’s attention is one thing, but retaining it is another. If you can show that you understand their desires or plight, your brand can be the one that stands out from the rest. Make your proposition speak to them, by addressing their needs and become a trusted companion, therefore gaining or retaining their business.
Find a List Broker
Struggling to find the information yourself, or perhaps looking for new prospects? Look no further than a list broker. It’s a broker’s responsibility to find the correct fit for the customer profile you supply, and they will have a variety of databases pulled from sources that can relate to your business.
Find the Easy Pickings in Your Database
If you already have a connection with your database, why not utilise it? Focus on those who fit the profile of your campaign and concentrate your efforts on their conversion. Look for those targets who might have purchase history with your company for more comprehensive lead generation. Make better use of your time and direct mail budget by going directly to those who matter.
Identify Your Best Responders
When prospects become customers, or even respond with an enquiry, half your work is done. Continue the relationship with those you’ve engaged for repeat purchases and convert those who are curious. By following up weeks or months later shows that you haven’t forgotten about them, and you’ll remind them that you still care.
Use Purchase History to Frame Your Offer
Sales databases offer a wealth of insight into your client base. It makes business sense to review what your customers have purchased in the past to anticipate what they might need today. Think of product replenishment, cross-selling related products, or incentivised offers to expose your product to their friends. Make your offer relevant and expect your leads to roll in.
Exploit Your Peak Selling Season
While peak season means guaranteed sales, they can always be better. Look for opportunities within your peak period for multiple and add-on sales by framing your offer in a light that’s attractive to your customer. Whether it’s seasonal or necessity-based, create a sense of urgency and enthusiasm to convert with greater ease.
Use Examples or Testimonials
Nothing is more convincing than a proven record. Speak to your audience with real-life examples of how your product or service has helped others just like them. Build confidence through demonstration and help them conquer their fears or resistance.
Test, Test, and Test Again
Frequent and repeated mailings are the best way to understand what works best for your customer base. Run split testing to glean insight to which offers work well, change your wording or your offer slightly, or think of other ways to communicate that might be out of the ordinary—you never know what might work, just take a chance. Find out more about direct mail testing.
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