When it comes to Direct Mail, there isn’t a one size fits all strategy that works for every business and industry. However, after twenty years of experience, we’ve discovered that there’s a general template that most companies can follow. The best part of this model is that you can customize it based on your personal goals and what has proven to work for you in the past. Our template doesn’t tell you the time of year you should send out and the type of mailer you should use. That’s for you to decide based on your business, audience, and campaign goals. Instead, this is just a basic framework that you can use to help you find the Direct Mail Marketing strategy that will deliver winning results.
Step 1: Start with great data
The most critical aspect of your direct mail campaign is your data list. Without great data, your campaign is doomed to fail. If you’re using an in-house list, you’ll need to take the time to go over all of your contacts to ensure that all of your information is accurate and up to date. Remove any entries that are inaccurate or who won’t be interested in your offer. If you’re in need of a list, make sure that you buy it from a top-rated broker. You need to work with an experienced, knowledgeable company that sells the highest quality data. Without a great list, there’s no way to guarantee that your mailer reaches the right people.
Step 2: Use targeting
After you decide on a data list, it’s important to utilize targeting to ensure that you focus on your target audience. Targeting serves two purposes. First it eliminates all unqualified prospects from your list. This is crucial because it spares you from wasting money on print and postage to send mailers to people who most likely aren’t interested in or in need of your offer. Secondly, it allows you to zero in on your ideal consumer base – aka the people most likely to convert into paying clients. You can target by different attributes such as age, location, income, and other key demographics. Your list broker will be able to help you pick the right attributes to pinpoint your target audience.
Step 3: Tailor your content
We can’t tell you what to write in your mailer and how to design it because both depend on the demographic to which you’re marketing. Your mailer design and copy need to be tailored to your audience. Think about the type of vocabulary they’re familiar with and use themselves, and the colors and images they’re most likely to respond to and engage with. You can look at your past marketing campaigns (direct mail, social media, email, etc.) that have performed well for ideas on the type of copy, color schemes and images you should use.
These basic steps are the perfect foundation for you to build your campaign upon. By following these simple guidelines, you’ll be able to find the direct Mail Marketing Strategy that works for you and brings you more responses and sales. To learn more, contact us today.
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