Running a direct mail marketing campaign isn’t easy. If you’re looking to get your company’s message out there on as many eyes as possible, it’s a pretty delicate process. You can’t just print a couple hundred copies on the Xerox machine in the break room and start stuffing envelopes, after all. Maybe that used to work back in the 20th century, but not today!
21st century marketing means you have to do everything you can to get eyeballs on your marketing materials. That means avoiding getting your marketing just thrown out without another thought. You have to make your direct mail marketing campaign stand out, not just on its own but from all the other noise that your average consumer gets bombarded with on a daily basis.
Are you feeling even more confused? Ready to throw in the towel? Don’t be. We have the best direct mail marketing campaign tips you need to unlock the potential of this excellent and effective medium. Here’s what you need to know to get eyeballs on your marketing materials – and how to translate that into better sales conversions.
The Rule of 40-40-20 for your Direct Mail Marketing Campaign
Marketing seems like magic, sometimes. But just because it’s sometimes intuitive (and often counter-intuitive), there’s still plenty of scientific basis for how to conduct good marketing. In fact, one of the most well-respected and widely-known formulas for success in marketing is as simple as it is precise: it’s called the 40-40-20 rule.
Here’s the breakdown. A successful direct mail marketing campaign relies on your list selection for 40%, your offer for another 40%, and then your creative execution for the last 20%. This means list-building and creating a truly attractive offer are each about twice as important as the creative presentation of your marketing mailer.
Sourcing the Best List Possible
So why is list sourcing so crucial? Well, you’re not going to get very much traction unless you have a solid list of prospect addresses. It can be a challenge to put that list together in many instances, however. If you’re marketing a new service to existing customers, for example, you’re in rather good shape, but if you either lack that existing base or you’re going in cold? It’s not going to be anywhere as easy.
There are a couple of things you can do here. In one instance, you can conduct your own demographics research and discover which local neighborhoods are likely to have the type of prospective customers your products or services will appeal to. The quicker but more expensive route is to purchase a pre-existing consumer list. It’s certainly an investment, but it might be just what you need to get started.
Get That Offer In Good Shape
So you’ve built your list as best as you can – now it’s time to send your message. What message are you sending, though? You have to have a solid offer in place that will entice these recipients to act. It’s got to be attractive, enticing, and speaks to a need the folks on your targeted list are likely to have.
Make sure your offer has added value. This is universal whether you’re announcing new sales, offering rebates, or handing out discount codes – without added value, you might not have enough there to attract your prospects into taking the next step. If you can afford to offer it to your customers, do so – as long as you can recover any losses from discounts through sales volume, upsells, or any other tricks you may have up your sleeve.
Partner With a Creative Powerhouse
The majority of the job is done! Now you have that last 20% to get squared away – your creative presentation. This is the final glue that holds everything together, making your mailer look aesthetically pleasing and attractive. This is harder said than done, especially if you don’t have any training as a graphic designer or something similar!
There’s nothing that says you should be trying to do this on your own, of course. In fact, this is the best argument for finding a creative powerhouse to partner with that can handle the details of layout and editing. In this case, your best bet is a professional print studio with lots of experience in drafting, printing, and even fulfilling direct mail marketing campaign orders.
Choosing a fully-fledged print house is certainly an investment. However, it’s almost certainly worth it – especially when you choose one that has full-service fulfillment options. When you’ve got expert help in designing, printing, and mailing your marketing materials, your life becomes so much easier – and your materials look so much more professional and attractive.
Las Vegas Color Graphics and Your Next Direct Mail Marketing Campaign – A Perfect Match
Ready to step up your next direct mail marketing campaign? Las Vegas Color Graphics is a skilled, experienced, and dedicated print house that’s been serving as the Las Vegas area’s premier print partner for more than 40 years. We have what it takes to provide you with our signature design, printing, and fulfillment services.
Our talented graphic designers will take your next campaign idea and bring it to life while; our state-of-the-art offset and digital printing presses will provide you a wide range of choices and capabilities. Our fulfillment services will handle mailing your marketing materials out the door and to your prospects quickly and easily. Ready to learn more? Contact Las Vegas Color Graphics today!
