Direct mail: It’s time to step up your game
According to the Direct Marketing Association, direct mail can be up to 30 times more effective than e-mails. Direct mail is trustworthy, practical and has a long shelf life, making it still one of the most reliable options for print marketing strategies. We have already given you some new creative direct mail ideas to try this year, broken down an overview on how to test the results of your direct mail campaigns, and encouraged you to reach different generations, but now we want to go back to a few of the basics of direct mail and give you some tips to ramp up your direct mail campaigns through your database.
Keep your database clean
Only 65% of movers officially change their address through the USPS after making a move. Direct mail databases need constant updating to keep up with customer address changes and ensuring information is complete and accurate. Consider specifically assigning an individual the responsibility of regularly monitoring and updating your customer database. This individual should remove incorrect or duplicate data, as well as double check the spelling of addresses and names. Keeping your direct mail database up-to-date and accurate will save your company money in postal costs and help you avoid penalties for bad data.
Create your target
Avoid simply purchasing lumps of leads and instead choose to build your own direct mail campaign and database for better results. Your direct mail database should be filtered based off your specific needs and the needs of customers who are using your products. Demographic tools are available to narrow down your customer database based off criteria such as age, income, marital status, children and home ownership.
Content that lasts
Every direct mail message is different, but crafting a unique and effective message is the key to grabbing your customer’s attention. When creating your message, remember the acronym DIRECT:
D – Direct.
Get to the point and tell the most important part of your message first – you don’t want to waste your reader’s time.
I – Insight.
Do your research and know your audience. As stated above, narrow down your demographic based off your product or service.
R – Respect.
Your content and brand voice should be respectful. Consider your tone when addressing different generations.
E – Educate.
Be information and communicate the value and benefits to customers who choose to use your products and services.
C – Creative.
Use graphics, photos, colors and fonts to highlight your message.
T – Think ahead.
Anticipate reader’s questions and try to answer them in your message.
If you haven’t noticed, we are big fans of direct mail, but don’t just take our word for it. Direct mail is already a tried and true method of marketing, and the numbers show that it is still one of the best strategies out there. If you need a little help ramping up your direct mail campaign, give us a call – we would love to help.