While digital marketing has emerged as potentially the most popular solution for many modern businesses seeking better brand awareness, it’s important to remember that your customers respond to and engage with many different methods of communication.
Although direct mail might seem like a more “traditional” form of advertising, it’s also memorable, tactile, and the perfect way to get your brand into the hands of your customers. Here are just a few tips you can keep in mind if you’re planning on using a direct mail strategy for your next campaign.
1. Personalisation Is Key
Whether you’re trying to communicate with your customers online, or offline, it’s fair to say that personalisation is crucial to success. Today’s customers expect their favourite brands to understand their needs, their pain points and their expectations, and a customised direct mail strategy can help you to appeal to the preferences of your chosen recipients.
Personalisation can be as simple or complex as you want it to be. For instance, you could send a unique flyer out to your customers on their birthday complete with a voucher to use in a local store, or you could simply make sure that you always use your customer’s name when you’re writing to them.
2. Pick an Eye-Catching Design
The quality of the graphics that you use on your direct mail marketing campaigns will be directly linked to the success of your campaigns. When someone’s sifting through their mail deciding what they should look at first, you need to make sure that the content you produce really stands out!
As well as choosing fantastic images to give context to your content, remember to think carefully about the colours you use, and the fonts that you choose to share your message. Above all else, your mail should be appealing, and easy to read.
3. Remember Your “CTA”
A call to action, or CTA is an important line of text that tells your reader what they should do next after they’ve read your mail. It’s important for you to include a call to action in your direct mail marketing pieces if you want to guide your readers further along your sales funnel and encourage them to buy products or services from your brand.
A call to action can be something as simple as “Call us to find out more”, or something more complex like “Scan this QR code to get your free coupon!”
4. Test and Optimise Your Efforts
All marketing campaigns need to be regularly tested to determine which of your strategies are having the most success, and which you might need to give up on. Keep track of how many new customers come to your company thanks to your direct mail marketing efforts and keep an eye on conversion rates too. This will help you to calculate the “return on investment” for each campaign.
The more you track your marketing programs, the more you’ll learn about your customers preferences, such as which colours they prefer, what kind of content they like to get in the mail, and more. This will help you to refine your marketing strategies for the future.
5. Use Other Channels to Amplify Direct Mail
Finally, remember that a direct mail campaign is just one of the channels that you can use to deliver a unique message to your audience. If you want to tap into your true potential when it comes to brand reach, you might want to combine your offline campaigns with online efforts. For instance, invite your customers to follow you on social media with links on your direct mail newsletter, or encouraging them to visit your website with a coupon code.
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