Although the internet and social media have provided companies with many ways to engage with and market to their target audience, direct mail is still one of the best ways to convert individuals into paying customers. In this article we will provide five fantastic tips that will help you design and implement a successful direct mail campaign.
Capture your audience with an intriguing message.
Image source: https://farm4.staticflickr.com/3083/2541782525_a5d77d077b.jpg
1. An intriguing message or offer
The first step to creating a successful direct mail campaign is to capture your audiences’ attention with an intriguing message or offer. Your aim is to make the person visit your business website, so you will need to provide them with a reason to do so. Unlike with other forms of advertising, you will not have a lot of room for text, so you need to get your message across to your audience in as few words as possible. Make sure your marketing message packs a punch and that you spark interest by offering an incentive for visiting your site, such as a money-off coupon or free download.
2. A clear call to action
As with all marketing campaigns, direct mail solutions require a clear call to action. This is the action that you want prospective customers to take. It may be visiting your website, downloading your white paper or signing up to your service. Whatever the call to action, it is important to make it clear and simple. Don’t provide alternatives or make it difficult for them to fulfil it. The easier your call to action is to complete, the more likely more people are to follow it.
If you want people to visit your site, you will need to include a simple and memorable URL on your direct mail.
Image source: https://farm9.staticflickr.com/8144/7460436606_2bf58a4c10.jpg
3. A simple URL
If the aim of your direct mail campaign is to drive traffic to your website, you will need to include a simple URL on the page. Remember that it is not like individuals can just click the URL and be taken to your website, they are physically going to have to type it in on their web browser. If the URL is complicated, they are not going to bother. The alternative is to use a QR code to take users directly to your website using their smartphones, but for this you will need to make sure that your website is optimised for mobile viewing.
4. An effective design
If your direct mail does not stand out, it is likely that it will get mixed in with the rest of people’s letters and may end up being forgotten about or misplaced. Capture the attention of your target audience by creating an eye-catching design for your direct mail sales leaflet. If you do not have the skills or resources do to this in-house, you could always outsource it to a company specialising in direct mail design.
5. Cohesive branding
In order to build up prospective customers’ trust in your brand and help to make your company more recognisable to customers, you will need to ensure that your direct marketing campaign is consistent with the rest of your company branding and marketing efforts. It is essential that the same values and marketing messages are being delivered to customers and that your efforts are all working towards the same end goal. The more consistent your branding is, the more likely people are to trust your company and remember it.
Conclusion
In order to make sure that your direct mail campaign is successful and worth the investment, it is important to make sure that you cover the five pointers outlined in this article. A good direct mail campaign will require careful planning. You may find it beneficial to work with experts in the field, if it is your business’s first attempt at marketing to customers this way.
Image credits:JohnRiv&SEOPlanter
Capture your audience with an intriguing message.
Image source: https://farm4.staticflickr.com/3083/2541782525_a5d77d077b.jpg
1. An intriguing message or offer
The first step to creating a successful direct mail campaign is to capture your audiences’ attention with an intriguing message or offer. Your aim is to make the person visit your business website, so you will need to provide them with a reason to do so. Unlike with other forms of advertising, you will not have a lot of room for text, so you need to get your message across to your audience in as few words as possible. Make sure your marketing message packs a punch and that you spark interest by offering an incentive for visiting your site, such as a money-off coupon or free download.
2. A clear call to action
As with all marketing campaigns, direct mail solutions require a clear call to action. This is the action that you want prospective customers to take. It may be visiting your website, downloading your white paper or signing up to your service. Whatever the call to action, it is important to make it clear and simple. Don’t provide alternatives or make it difficult for them to fulfil it. The easier your call to action is to complete, the more likely more people are to follow it.
If you want people to visit your site, you will need to include a simple and memorable URL on your direct mail.
Image source: https://farm9.staticflickr.com/8144/7460436606_2bf58a4c10.jpg
3. A simple URL
If the aim of your direct mail campaign is to drive traffic to your website, you will need to include a simple URL on the page. Remember that it is not like individuals can just click the URL and be taken to your website, they are physically going to have to type it in on their web browser. If the URL is complicated, they are not going to bother. The alternative is to use a QR code to take users directly to your website using their smartphones, but for this you will need to make sure that your website is optimised for mobile viewing.
4. An effective design
If your direct mail does not stand out, it is likely that it will get mixed in with the rest of people’s letters and may end up being forgotten about or misplaced. Capture the attention of your target audience by creating an eye-catching design for your direct mail sales leaflet. If you do not have the skills or resources do to this in-house, you could always outsource it to a company specialising in direct mail design.
5. Cohesive branding
In order to build up prospective customers’ trust in your brand and help to make your company more recognisable to customers, you will need to ensure that your direct marketing campaign is consistent with the rest of your company branding and marketing efforts. It is essential that the same values and marketing messages are being delivered to customers and that your efforts are all working towards the same end goal. The more consistent your branding is, the more likely people are to trust your company and remember it.
Conclusion
In order to make sure that your direct mail campaign is successful and worth the investment, it is important to make sure that you cover the five pointers outlined in this article. A good direct mail campaign will require careful planning. You may find it beneficial to work with experts in the field, if it is your business’s first attempt at marketing to customers this way.
Image credits:JohnRiv&SEOPlanter