While direct mail is an effective tool in your marketing campaign, there are some easy ways to foil your efforts. Here are a few tips to keep your mail out of the recycle bin.
Wrong Time/Wrong Audience
First, you must understand your target audience. Second, you must find a way to obtain their mailing address. If you’re planning to purchase a list, look to your current customers as a source for demographic and psychographic information. Current customers are also more likely to respond to direct mail, so consider a campaign for repeat business. Timing is everything. Having the offer in the right hands at the right time is critical. Direct mail campaigns fail, even with qualified lists when they are launched at the wrong time.
Focus on the Offer
The whole purpose of direct mail is to get people to do something. For businesses, that usually means purchasing something from you. Focus on the big stuff. When people glance at your mailing, they’re looking for what you’re selling and the deal you’re making to sell it. So make it good! Make it fast! And make it clear! Doubt fills trashcans.
The quickest way to get a person to look at your direct mail is by having a clean design. Conversely, the quickest way to get them to toss it is to have a design with no purpose. Here is where you want to call in the professionals who can create the perfect piece for your needs.
How will you know whether your direct mail campaign was successful unless you include a way to track it? What do you want the customer to do? Remember, the very objective of sending a DM piece is to generate a response. You want the customer to call you, visit you, make an appointment or whatever else you may want them to do. Therefore, within your DM piece, clearly and concisely point out what you want the customer to do, when you want them to do it and the benefits of doing so quickly.
To sum it up…in direct mail, when people sort your mail, they’re quick. They’re brutal. And if you don’t instantly capture their attention, your direct mail becomes landfill! Remember, you’re writing for a reader who is standing over a trash can.
NJC Printing provides quality digital and offset printing to businesses in St. Louis, Missouri and throughout the midwest. Please visit our website at www.NJCPrint.com to learn more about us or to Request An Estimate.