Direct mail marketing is the process of connecting with potential and existing consumers offline to share information about your business. This strategy entails sending of information not via the internet, but via a trusted mailing service that will deliver the material to each of your target market’s doorstep or mailbox.
With that, some strategies need to be implemented for your direct mail marketing plan to be effective. As you couple your initiative with powerful strategies, you’ll get to enjoy countless benefits that direct mail marketing can provide you with.
Below are the 5 effective direct mail marketing strategies for your business:
- Be Creative
To catch the attention of your audience and keep that interest growing, your creativity is essential in your direct mail marketing campaign. If your promotions start to become monotonous and redundant, the audience will quickly lose interest. You can include various communication strategies and approaches when implementing your campaign. For example, you can use a combination of brochures, pamphlets, newsletters, flyers, and postcards to market your business. You can also set specific themes monthly or weekly, whichever will work for you and will be acceptable to your recipients.
With the many options that you have, you can keep your customers engaged and interested through creativity. However, if the design and content of your postcards and magazines are too predictable and templated, they may just begin tossing everything that they receive from you to the side.
- Research About Your Market
It is crucial to conduct research on your target market to know them even better and to avoid costly marketing mistakes as well. You may be creative with the use of the tools that you employ to relay your message, but if the messages aren’t received by the right market the appropriate way, it may all be a waste of time and resources.
For example, if your target market is a young age group that has a short attention span, then a detailed newsletter may be too lengthy for them to set aside time for reading. Such a market would probably be more receptive to a brochure or pamphlet that has a brief and punchy copy which they can read or view any time of the day as this won’t take much of their precious time.
Another example is that if your target market is the elderly, small print brochures may not be effective because they might struggle with reading it. You may want to deliver a postcard instead. You also have to make sure that the information provided on different platforms where you direct your audience to, is different from what they had already received in the mail.
- Use Visuals
The point of direct mail marketing is to give your audience a picture of what your service product is about. The audience is supposed to picture out the experience that they can expect as a consumer once they use your products or hire your services. You need to make an impression through your marketing strategy and way of communicating with them through mailed materials.
Visuals and imagery are powerful tools to encourage interest. You can play with your logo colors and some elements of design to establish a theme, topic, or event. Include pictures of your product. For example, if you are marketing a spa, you can add inviting photographs of the space to encourage the audience to come and visit. The audience should be left with a mental picture they can recall once they think about what they need and want to do, such as going out for a massage.
- Give Freebies and Discounts
A direct mail marketing campaign should encourage your target market to purchase your product or service. One effective way of persuading a potential consumer (who has never availed of your products/services before) is to offer freebies and discounts to them. Who doesn’t want something that’s free? Bet no one!
Once your audience becomes convinced to use your freebie, you then have to make sure that you create a positive experience for them. That way they will really make a purchase this time around and even go for repeat purchases. In giving away freebies and discount coupons via mail, you should use the most reliable packaging material that guarantees protection and security to your items. If you don’t, your product might arrive in a dilapidated condition at your prospective buyer’s place, discouraging him/her to make a purchase in the future.
- Go For Integrated Marketing
Integrated marketing involves the incorporation of other marketing methods into what you’re currently using. For example, you’d want to integrate a digital marketing campaign via social media platform into your direct mail marketing. You’ll set up a combination of online and offline marketing approaches.
Once your audience becomes interested in your offer, they may then log on to social media and interact with your team. In the same way, people who encounter your business via social media may reach out to you. So, aside from sending promotional materials through the mail, you may also send online newsletters, emails, free reports, or post graphic and written content on social media to keep these people as followers and consumers.
Effective direct mail marketing requires a well-thought-out marketing strategy. Creativity must be your business signature when using direct mail marketing as the audience may quickly get bored with repetitions and patterns. You need to also research your target audience to make sure that you’d send materials that they’re interested in and that you’d use approaches that are appealing to them. Include visuals that your target market can relate to and encourage them to visit your business space. You should also consider offering freebies and discounts to nudge your audience to use your service product. Integrated marketing also helps to get your audience to interact with your business.
Seth Edwards have been producing content on business startups and technology for more than seven years now. Seth has successfully gained readers worldwide because of his ability to write informative and fun articles.