Three Areas to Help Achieve Success with Direct Mail
We live in a multichannel world, and despite the continued resilience and effectiveness of direct mail as a segment of marketing budgets, businesses must continue to keep simple principles in mind when approaching this tool.
It’s not enough to spend and send. There are many aspects to consider, but three issues in particular stand out as important concepts that can help make or break your direct mail campaign: Personalizing the Mail, Ensuring Your Piece is Actionable, and Infusing Creativity into Your Package.
Being intimately familiar with your target audience’s preferences, tendencies, desires, and buying habits is worth its weight in gold. You want your mail piece to be going out to exactly the right potential customer at exactly the right time.
This means that not only must you have access to and be able to manipulate important elements of data that encompass your audience, but you also must hit your target at the right time when they’re most likely to be receptive.
Imagine being able to tie in your direct mail to website visitors who are browsing your site while logged in. You could conceivably see which item they looked at, which would trigger a customized mail piece to go out that addresses that particular item.
In other words, combining the targeting power of online advertising with the mail experience, mail can be more valuable to the receiver and the sender.
Have in mind an action you want your recipient to take, and then make it as easy as possible for them to get there.
Cumbersome, laborious, overly-complicated steps will yield fewer results than providing the shortest path between A and B.
Mobile technologies are a great way to accomplish this: QR codes, mobile bar codes, or other devices that allow mail pieces to offer coupons or make appointments directly through interaction between the mail piece and a mobile device.
Never underestimate the importance of building a mail piece that is visually appealing and engaging. Remember, you’re not competing against what’s on the Internet, the television or the radio. You’re competing against whatever else is in that mailbox on the day your piece arrives. So make sure yours stands out with colorful schemes, compelling, meaningful images, and a message that resonates with the recipient.