Savvy business owners know that direct mail isn’t the thing of the past most people think it is. In fact, even in the depths of the digital age, using a direct mailing strategy to market to your target audience can still reap real results – and the ROI on direct mail marketing is big enough to warrant using these older marketing methods.
That being said, direct mail is a tricky thing. If you’re having trouble with your direct mailing strategy, here are some great guidelines on supercharging it and getting the biggest bang for your buck.
Fine-Tune Your Targeting
When it comes to direct mailing strategy, your target audience is a major component. Go too broad and you end up with a lot of wasted effort; go too narrow, and you’re needlessly limiting your pool of prospects. Striking that perfect balance is important, but that’s often easier said than done. So much depends on the type of products or services you are marketing and the preferences of your target demographic.
There are a number of ways to target consumers. Going by geographic region is common, as you can focus on a single zipcode, neighborhood, or block. Other approaches require more data, though; if you’re looking for prospects of a certain age or financial status, or if you’re looking for pet owners or families with young children, you’ll likely need to invest in a mailing list. Meanwhile, if you’re pushing out marketing to existing customers to inform them of new products or services, you’ll likely have your mailing list to pull data from.
Added Value Makes Your Mailer Useful
The worst thing that can happen to your mailer is for it to end up in the trash. You’ve got to do your best to avoid that at all costs, but even the most cleverly designed marketing material might end up tossed out if the recipient deems it useless. Thankfully, there’s a way to combat this terrible fate. The trick is to provide added value in your mailers so that your target audience thinks twice about simply throwing them out.
Sending actionable mail with a clear offer and call to action will help generate customer responses.
Source: United States Postal Service
The most effective method for accomplishing this is to include materials in your mailer that will appeal to your intended recipient. This can take many forms, but the most common include coupons or discount codes. Other materials like refrigerator magnets or mini calendars, especially those branded with your business name and address, are also especially effective choices. Any item that sticks around and makes your recipient think of you and your products is a step in the right direction.
Use Unique Packaging
Even in the digital age, anyone with a mailbox still receives quite a bit of correspondence. It’s usually an exasperating experience since it’s usually a bill arriving. A mailer every once and a while might be a pleasant change of pace, but most of these end up overlooked. But when someone receives something in the mail that’s been packaged in a unique manner? Suddenly their interest is piqued — enough to feel a flash of excitement when they pull an unfamiliar letter out of their mailbox.
This direct mailing strategy is one of the most effective. Packing your marketing materials in unique ways generates high levels of interest in recipients, prompting them to open your package and receive your message. Anything but a plain white envelope is often enough, but you can often combine added value marketing with this idea — a larger, bulky package that has some heft due to the promotional materials and inserts you’ve added is much more memorable than yet another bulk mail postcard.
Turn to Las Vegas Color Graphics to Perfect Your Direct Mailing Strategy
Have you been scratching your head about how to fine-tune your direct mailing strategy? Are you finding it a struggle to pinpoint your target audience or craft effective marketing copy? You don’t have to go it alone. Partnering with a skilled and experienced direct mail print provider can be just what you need.
That’s why we’re here at Las Vegas Color Graphics. As Las Vegas’ premier print provider for more than 35 years, we have the tools and the expertise to turn a boring direct mail marketing campaign into something spectacular. From design and layout to printing and order fulfillment, we offer 24-hour service that’s there for you round the clock. Contact us today to learn more about how we can supercharge your next direct mailing campaign!
