Is direct mail messaging part of your marketing strategy? If not, you might want to reconsider.
Direct mail messaging still holds plenty of relevance in a digitally driven society. In fact, some experts agree that direct marketing’s effectiveness today is because of the digital revolution. People aren’t receiving as much marketing mail as they used to, which means you have less competition and a higher chance of visibility.
If you have a good strategy, that is.
Simply sending direct mail doesn’t guarantee results, but here are three objectives that can help you make the most of every campaign:
#1 – Build Your Brand Image
Too often companies pursue direct mail messaging as an opportunity to make sales. It’s a logical objective, but sales shouldn’t be the end-all metric that determines your campaign’s success.
One of the biggest advantages of direct mail messaging is the ability to help you build your brand. This is often an overlooked objective, or maybe considered as an afterthought. But when you place branding as a primary objective, you position yourself to create top of mind awareness, build brand recognition, and show your prospects the real You.
Determining the ROI from a direct mail branding campaign can be tricky, especially if you don’t see many sales directly related to the campaign. The key here is consistently sending branded messages for a determined period of time. Studies show that it takes seven impressions before someone will start to take notice of you, and it could take even more before they’re willing to buy.
#2 – Target the Right Customers
Direct mail messaging offers a high level of targeting to help put your message in front of the right people. Not only can you choose where to send your message, but you can also tailor your direct mail to speak directly to those recipients.
For example, if you want to attract customers in a two-mile radius of your office, you can target by ZIP code. If you want to introduce yourself to the general public, you could use the USPS Every Door Direct Mail service so that everyone on a particular route receives your mail.
Did you know using our EDDM service greatly reduces your postage costs?
In other words, direct mail gives you more control over who sees your message. This just isn’t possible with traditional print media like newspaper ads or billboards.
#3 – Gain a Conversation Starter
Some companies invest in small-scale direct mail campaigns where they know exactly who they’re targeting and plan to follow up via phone or email. If you’re using direct mail messaging to connect with cold leads, you’ve got a perfect ‘in’ when you follow up with them. Simply ask them if they received your postcard and start a conversation from there.
Direct mail marketing is unlike any other because of its personalization characteristics. Sure, you may get some sales directly related to your campaign but understand that your success can’t be measured by sales alone.
You should take advantage of all the abilities that direct mail has to offer. When you do, sales should become a natural by-product.
Questions? We’re here to answer them.