Happy 2018!

January is always one of the most exciting times of the year. It’s an opportunity for a fresh start, which inspires many of us to make positive changes in our lives. A lot of people talk about personal resolutions for the new year, but it’s also important to set goals for your business. Use the new year as a time to rethink and revamp your marketing strategy. Direct Mail is still a marketing powerhouse, but there are always ways to improve your campaigns for even better results. Follow the tips below to kill the competition with your best direct mail campaigns ever.

Multichannel Approach

The multichannel marketing trend from 2017 isn’t going away. Don’t think of your direct mail campaigns as separate entities from your digital ones. Instead, use them in tandem to drive more responses and sales. Incorporate QR codes and personalized URLs in your direct mail pieces to drive traffic to landing pages, online forms, and social media profiles. Of course, keep your audience in mind. Millennials are more active on social media than older generations, so it would make more sense for their mailers to link to one of your social media pages. Baby boomers often prefer talking one-on-one on the phone, so the URL in their mailers could navigate to a form to sign-up for a phone consult. Always consider the preferences of your target audience.

Design By Region

Here on the blog, we often talk about segmenting your data lists for better results. It’s common practice to tailor your mailer content by demographic, but you should also try using geographic region as a guide for designing mailers. You want the graphics to spark an interest in your mailer recipients. The images should resonate with them and be meaningful. Use images that match the region your recipients live in. For example, a mortgage company should use images of cityscapes, brownstones, and apartment buildings to market to prospects in urban settings. For suburban buyers, they should use pictures of idyllic looking neighborhoods. You can also take it one step further by considering the climate and landscape of the region, such as showing beachfront properties if the area is near the ocean or Americana, farmhouse-style homes if the area is rural.

Be Your Own Inspiration

Nobody knows your customer base and target audience better than you, which is why you should look to your own company for direct mail inspiration. Look at past marketing campaigns from your other channels (think social, email, search, newspaper, etc.) and see which type of content, headlines, images, and offers you used in your most successful campaigns. Try incorporating some of those things in your mailers. There’s a good chance that if consumers responded to it on one channel that they’ll be receptive to it in direct mail format.

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