Direct mail campaigns can offer companies a cost-effective and precise means of reaching their ideal target audience. Without basing their campaigns on the optimal direct mail strategies, even the most respected brands are doomed to fail in their marketing initiatives.
To be effective in their direct mail marketing campaigns, companies must consider the industry-wide best practices.
The Do’s and Don’ts of Direct Mail Marketing
DO Utilize an Effective Call to Action
The success of a direct mail marketing campaign will be largely based on how well the company communicates with their audience. The first step in this process is the call to action within the campaign. It’s imperative that the call to action tells the audience precisely what action they are required to take to move the business relationship forward. Companies can use urgency to improve the impact of their call to action. For example, businesses might use the phrase; “Call today – Limited Stock Available” to inspire action.
DO Commit Resources to Proofreading
A direct mail campaign is one of the best ways of communicating quickly and effectively with a core audience-base. Companies that make errors in their grammar and spelling are doomed to campaign failure. It’s the reason that it’s so important that organizations employ an expert proofreader before sending out their direct mail marketing campaigns. The proofreader can ensure that all content is clearly and professionally written and can reduce miscommunication issues.
DO Set a Goal For Your Campaign
It is always a good move to set a goal before you start your marketing campaign. And set a target for each of your campaign so that at the end of the day we can easily say if the campaign was a success. And if the first time was a success it would encourage the stakeholders and excite them.
And also evaluate which mode of direct marketing is giving more results so that we can focus more on that the next time.
DON’T Send Out Campaigns Without an Effective Testing Plan
In order for companies to experience the lasting benefits direct mail campaigns can bring to their marketing processes, they must have a plan for testing their campaigns. Companies should be continually testing their new campaigns and comparing their “A” mailing with their “B” mailing. This commitment to testing and research empowers companies to determine which strategies yield the optimal results.
DON’T Over Exaggerate
Make sure that the description is not over the top or too much fluffy. People may not tolerate all those adjectives and your mail may go straight into the dustbin. Always be to the point and describe how the product is going the benefit them. And try to make them curious about the product, that works mostly.
DON’T Send Out Impersonal Mailings
Direct mail should be personalized for the recipient. It’s important the recipient feels as if they are being reached out to directly by the company. By using the recipient’s name in addressing direct mailings and mentioning their name often within sales letters and other direct mail documents, companies can help forge a strong connection between themselves and their potential customers.
By simply learning the do’s and don’ts of the direct mailing industry, and by basing their campaigns on the proven effective strategies utilized by the market leaders, growing businesses can achieve an exceptional return for their campaign investment.