We are living in an ever-digital world full of overflowing inboxes and 140-character interactions, so maybe it’s time to start thinking outside of the digital box and revert back to one of the oldest marketing methods but often most effective – direct mail. This is not to say you should ditch your PC and smartphone to go back to pen and paper, but combining both modern and traditional marketing methods is the best way to ensure you’re covering all touch points with your clients, prospects and wider audience.
Before doing so, it is essential to plan ahead and take all of the necessary steps to ensure a successful campaign, so we have compiled our top 8 elements to help generate results.
- Highlight your aims and objectives
Before doing anything, it is important to outline the aims and objectives of your campaign, simply to ensure the type of communication you’re issuing is relevant to the recipients. Ask yourself what you want to achieve, maybe you want to re-engage old customers, inform existing customers about a new service, or reach totally new clients. Whatever it is, you will be basing the entire campaign on these objectives and tailoring it towards those recipients.
- Always begin with clean, targeted data
Any direct mail campaign has to begin with good data, whether that means cleansing your existing database to ensure it is current and relevant, or purchasing a quality, targeted list of prospects from a registered provider. Unlike an e-communication, you will be spending money to post your mail, so it is essential your data is clean to prevent waste in the form of returned mail.
- Stand out from the crowd with design
Although there may be less competition in a mailbox than an inbox, it is essential that your communication stands out from the crowd. When boring white envelopes pile up that are often expected to be bills, try something different such as a vibrant envelope in your brand colours or adding a quirky sticker with your logo. Of course, your actual communication must be eye catching too, so experiment with interesting fonts, imagery, colours, and if you have the budget, bespoke printing, to grab the recipient’s attention from the offset.
- Creative copy is key
Design is important, but the actual content of your communication is what is going to hook the reader and ultimately convert sales (you may say we’re biased but it really is!). A striking headline is key to grabbing attention, and when it comes to the actual content, keep it succinct and relevant, breaking things up with bullet points, infographics or imagery every so often – readers don’t like to be overwhelmed with a bulk of text, it can be off putting and come across as time consuming to read.
- A clear call to action
Hopefully, by now the recipient of your communication has been wowed by the design and content, so now all that’s left to do is convert that interest into action. This means it is of utmost importance that you include a clear call to action. Think about where you want to lead your audience, whether you want to let your website do the talking, or would prefer them to have a friendly chat with your team, make sure it’s as clear and easy as possible for them to get there. Maybe even consider including a free gift or sample offer as a ‘no brainer’ to get in touch with you.
- Be smart with postage
One of the key ways in which direct mail communications can reach your audience is through the post, and if this is something you do on a regular basis then it’s time to think beyond stamps. Many businesses are unaware of how much they can save using a franking machine, not to mention the professional impression a frank mark can give. Our friends over at FP Mailing have over 30 years’ experience in providing franking solutions, and we can definitely vouch for them as we have had the great experience of using their services ourselves.
- Don’t forget to follow up
We can’t emphasise enough that follow up is key! Sometimes, you can send out the greatest direct mail campaign, but if the recipient is too busy, no matter how much they may need your services they just won’t get around to giving you a call. It is essential that you make life as easy as possible for the recipient, particularly if that will lead to results for your business, so take some time out (approx. 7-10 days after posting) to follow up the communication. You may want to do this yourself by taking a day out of your week to make some calls and document the actions from your conversations using a CRM system or a simple spreadsheet, however it may be more cost effective to outsource this service to an experienced and qualified telemarketer.
- Analyse what worked and what didn’t
Finally, just like any form of marketing, direct mail needs to be tracked, analysed and reported on in order to highlight results and discover what worked and what didn’t. This way you can be sure that each time you carry out a direct mail campaign, it will improve from the last.
As you can see there’s plenty to get your teeth stuck into here and carrying out an effective direct mail campaign can be time consuming – that’s where we can come in if you need us! At MiniMe Marketing, we will work with the same passion, dedication and commitment as an inhouse marketing department to deliver a bespoke and targeted service with measurable results. We can help you build brand awareness and get you in front of your target audience, from helping you to identify your objectives to sourcing data if needed, the copy, design and distribution of your communication, all the way through to follow up.
If you would like some advice on whether direct marketing could benefit your business, please get in touch with Rina or Olivia on 01925 963 651 and we will be more than happy to meet you for a free, 1 hour consultation.