In today’s digital world, is direct mailing still a viable way to market? The answer is yes. There are many variables when it comes to digital marketing. People can ignore posts, delete emails, and unsubscribe from lists. Getting that little something in the mail is like getting a little surprise. Here are six tricks to making your company’s mass mail campaign successful.
1- Attention Grabber
If you want your recipients to open your mail, it must stand out. Use eye-catching images and colors that align with your brand. Ensure your font is easy and large enough to read at a glance. Ensure the material in the flyer is coherent, and the recipient can easily understand why they are receiving it.
2- CTA
A call to action is one of the most essential parts of sending direct mailers. You want the recipients to act. A CTA can come in several forms. It could be a coupon, signing up for a service, or subscribing to a social media channel. Add a QR code to make it easy for people to find your website, social media, newsletter, or order a service or product. The call to action needs to stand out. Make it bold, put it in color, or highlight it. If potential customers are not using your CTA, do not forget to follow up. Whether you send a reminder email to use their CTA or another mailing reminding them of looming deadlines, a reminder may be the push your customers need.
3- Know Your Audience
Do not waste your time and money on randomly sending out direct mailers. Take time to get to know your target audience. Sending mailers to people who want to receive mail from you will likely act on it. Otherwise, it will go straight into the recycling bin without being read.
4- Make Sure Your Message Makes a Point
What do you want your customers to know? Make sure your message is clear and concise. List the most important reasons for using your services or why someone should buy your product. Headlines should grab someone’s attention, while language should be persuasive.
5- Make It Personal
More often than not, nonpersonal mail will get thrown to the side. Make your mailing as personal as possible. For example, if you offer dog grooming services, address the owner and the dog by name. Also, offer people products based on products they have previously purchased. Let Fiddo know his favorite dog shampoo is back in stock, and urge him to come soon for a free nail trimming.
6- Timing is Everything
Determining how often mailers get sent can be tricky. You do not want to send too many back-to-back because people will get tired of getting them. At the same, you do not want to go months without sending a mailer. People will forget about your business. It is necessary to track the success rate of mail campaigns. For example, note how many people brought coupons from the mailer into the store. Track how many people visited your website after receiving a mailer. Antaylics do not lie. They will help you to determine when to send mailers.
