We’ve talked before about how to track the success of your direct mail, but tracking success assumes you’re setting yourself up for success. How do you ensure you’re sending out the best material to your prospects? As a follow-up to our Direct Mail guide, today we’re distilling many years of industry experience into five principles of great direct mail for you to incorporate into your next campaign.
1. Define Your Goal
This may seem trivial, but nothing will help you more than defining the goal of your direct mail campaign.
First, answer what this campaign is supposed to do:
- Do you want new customers in your store?
- Do you want more visits to your website?
- Do you want to set phone appointments?
- How many new leads/customers/signups do you look to gain from this campaign?
Defining your goal also defines the other parameters of your campaign:
- Who do you want to attract?
- What messaging will resonate with your target audience?
- What is your call to action?
Having a carefully crafted campaign goal will serve as an outline for the copy and design of your mailer. Don’t skimp out with loosely-defined goals or fuzzy numbers. Set some hard deadlines, some defined engagement numbers, a specific audience, and the foundation to a strong CTA.
Remember: you can track direct mail!
2. Keep Copy Simple
No one wants to read an essay condensed into the size of a postcard, unless it’s actually a postcard from a loved one.
Keep your copy simple, to the point. Augment what little copy you have with the design, and be sure to highlight your call to action.
Bonus: the less copy you have, the better your call to action needs to be. You’re looking to remove as many “reasons to say no” as possible. This means the action needs to be simple, quick, and most importantly, worth it. Put yourself in the place of your prospects and answer: “What’s in it for me?”
3. Personalize It
Direct mail, just like email, can be personalized per delivery. Don’t shy away from tailoring your messaging to specific people or to subsections of your target audience.
With variable data solutions, you can change anything and everything about your direct mail! So when crafting your messaging strategy, feel free to throw in some extra personalization that will speak to each prospect.
4. Invoke the Senses
Direct mail, unlike digital marketing, has the added benefit of touch! This one requires some extra creativity and maybe a bit more budget, but it can really help your mailer stand out. Think crinkles, soft, fluffy, or metallic. Even consider the weight of paper you use. A pleasant touch sensation can make all the difference when it comes to interacting, reacting, and engaging with your direct mail.
5. Follow Up
Just like any digital campaign, always follow up with prospects. One-and-done mailers just don’t cut it. Your numbers by the third or fourth follow-up will be drastically better than your first touch.
You can also do your follow-ups online! With multi-channel direct mail, you can track when your mail goes out to prospects and follow up with an email or even social media accounts for retargeting or promotional offers.
There’s no limit to the power of direct mail when you get creative.
At Advertisers Printing, we’re well versed with direct mail. If you need help with your campaign or aren’t sure where to start, let us know and we’ll be happy to help you take your direct mail from concept to execution.