Direct mail remains an efficient way to reach customers in a tangible, personal way — without fighting for their attention among dozens of other emails they’ll receive on any given day.
But to get the most out of your direct mail campaign, you’ll need to carefully define your audience and have a compelling message that urges them to take further action. With that in mind, implement these strategies to get the most out of your next direct mail campaign.
Know Your Target Audience
A direct mail campaign costs more money than options like email, so it’s even more important to carefully segment your client base and personalize marketing for each subset. First, you must define the traits of your target audience.
When evaluating your target audience, a few characteristics to consider include:
- Demographics like age, income level, marital status, ethnicity, and location
- Prior interactions with your company
- Hobbies and interests
- Buying behaviors
Once you know your audience, creating messaging that resonates with them is much easier. So when you use custom mailing services for your direct mail campaigns, you can ensure you send the appropriate message to the right target group.
Create a One-of-a-Kind Message
As advertisements become increasingly unavoidable in the modern world, attracting the attention you want can be tricky if you don’t stand out. This means that you must devise a message that immediately catches the eye. If your content isn’t unique, your direct mail ad will likely end up in the bin.
Avoid using a generic call to action like “Contact us today!” or “Stop by for more information.” Instead, speak directly to the needs of your audience. For example, if you run a pet goods store, you might include a CTA like “Does Fido need a new bone? Stop by our store for 10% off your next dog bone purchase!”
Another consideration for crafting a unique message is including elements that cater to a local audience. For example, if all of your recipients live in the same city, consider referencing local landmarks or institutions that may hold a special place in your audience’s hearts. Maybe it’s the town square that’s filled with antique shops and classic eateries. Maybe it’s the local high school football team that won a championship last year.
Because many people look upon their hometown with a sense of fondness, marketing materials that pay homage to their city can help build a connection and make people more receptive to your organization or brand.
With a unique message, your audience is more likely to read your direct mail ad and save it for future use.
Personalized Special Offers and Incentives
Personalizing your message can create a stronger relationship with your audience. And when you understand your direct mail recipients’ demographics and buying behaviors, it becomes much easier to include offers or incentives they’ll respond to.
Consider your current clients to find the right special offer for your mailing list. What attracts them to your business, and why do they buy from you? Do you offer something that other organizations don’t? Does your customer service go above and beyond what other companies offer? The answers to these questions can impact everything from an attention-grabbing headline to the graphics to the CTA.
Finally, your special offer should tie into your company’s best features (as long as it’s relevant to your target audience). For instance, if you own a renowned restaurant famous for its handmade Tiramisu, you might include a special offer for a free dessert in your direct mail.
Use Packaging That Stands Out
Most people get a stack of white envelopes in the mail every day. And unfortunately, the vast majority of these bland mailers go straight into the trash without ever being opened. But an easy way to stand out to your audience is to use unique, colorful packaging that easily catches the eye, prompting the recipient to wonder what’s inside.
However, remember that if you choose non-traditional colors for your packaging, you should choose those colors wisely to ensure that your logo and printing are clearly seen against the background. If your information is difficult to read, it may frustrate the recipient — let alone make it harder for them to contact you.
Finally, don’t forget to consider using colors that mean something to your recipient, such as those associated with the region’s renowned college or professional sports team. This is another localized strategy that can go a long way.
Adding a Personal Touch or Sending a Free Gift
In a world where most mail is printed in a standard, formal font, you might consider including a small handwritten note with your direct mail. These types of messages enjoy a near-100% open rate.
That’s because personal mail is such a rarity these days that seeing handwriting on a postcard, envelope, or letter stops people in their tracks and makes them pay attention. With a bit of creativity and some help from the right printing company, you can make your audience feel special and see your business or organization as special too.
If you want to add an even more memorable touch, think about including a gift with your direct mail campaign. It doesn’t need to be large or expensive; a keychain, bottle opener, or other useful gadget with your organization’s logo can do the trick.
Even if the recipient doesn’t use the gift right away, just seeing it arrive in the mail will inspire a sense of thoughtfulness. It also has the added benefit of keeping your logo in front of your audience, something large companies pay a lot of money to do.
Time Your Direct Mail Campaigns According to Client Needs
If possible, it’s best to time your campaign according to when customers will likely need your services. So if your business sees seasonal trends, you would want to send direct mail ads frequently during busy periods and slow down your advertising when people aren’t as likely to buy.
For example, if you own a pool service company, you likely have many customers during the spring, summer, and early fall. As such, you could time your campaigns to fit your customers’ needs when they need you most. For instance, most people open their pools in the spring, at which point they’ll appreciate a discount on a pool-opening and deep-cleaning service.
Turn to Complete Mail & Printing for Your Custom Mailing Services
Personalizing your direct mail campaigns has so many potential benefits. Not only can it raise your response rates, but it also ensures that your potential customers know you care about them — beyond what they may buy from you. This kind of concern for customers is what builds trust and inspires loyalty, ultimately boosting your profits. Complete Mail & Printing offers a full suite of digital printing services perfect for your direct mail campaign. To learn how we can help you grow your business, contact our talented team.
