Below are seven steps to conducting a successful direct mail campaign.
1. Target audience
The first step to making a direct mail campaign successful is planning. Planning is essential to make sure that you identify your target audience and get the biggest bang for your buck, and build a strong foundation onto which you can build your whole campaign. A good tip is to separate your audience lists into prospects and customers, delivering an appropriate message to each.
2. Your message
Once you have a clear understanding of who your audience will be, then it’s time to craft your message. If you are selling a product for example, you’ll want to clearly show how the product will benefit the customer in a clear and concise way in order to capture their attention. Strong images that are creative and attractive are also a bonus here and help drive the message home!
3. Make me an offer
For campaigns that are designed to generate new business it’s always a good idea to include an attractive incentive. There are a range of options but some of the most effective are Free trials, Money off, Buy-one Get-one-free, upsells and cross sells.
4. Printing process
Time to think about the design and make sure it grabs your target’s attention. Use your creativity to make the design stand out and remember the first impression counts! At PSE we have years of experience at creating professional designs to help our customers business’ flourish, see below for some examples. If you like what you see, give us a call and let us help you get started on your creative projects.
5. Look after your databases
It’s much more expensive to find a new potential customer than it is to look after one you already have, so it’s important to keep your databases current and clean. Approximately 9% of the UK population move addresses in a typical year for example. At that rate your mailing list would only reach 60% of your original target within 5 years, that’s 40% of your campaign budget wasted before you even post a single card! It’s not complicated to make sure the database is clean and up to date and can really ensure that your marketing is as efficient and effective as possible. At PSE we offer a data cleansing service to make sure you are getting the best ROI so get in touch today to see how we could help you on your next marketing campaign.
6. Response rates & consistency
Research carried out by the Direct Mail Association shows that typical response rates are between 1 & 2%. In simple terms, this means that if you only send out a couple of hundred postcards once, you should probably expect no responses! This is why consistency is the key to success. Repeated mailings to the same targets and expanding your target base are the only way to improve your response rate.
7. Call to action
One of the best ways to generate leads from marketing campaigns is by including a strong call to action (CTA). This is a direct instruction to your audience to act now, and without this it’s often unclear to the customer what they should do next. CTA’s should be easy to spot and simple to understand.