An effective direct-mail campaign can accomplish several goals, including:
- Generating leads
- Attracting new customers
- Engaging with current customers
- Expanding the reach of your brand
- Producing profits
1. Focus, Focus, and More Focus
The success of any direct-mail campaign depends in large part on your audience, so you need to target the right people. A direct-marketing rule known as the 60-30-10 states that 60% of success depends on the list, 30% depends on the offer you present, and 10% lies in creative elements. This highlights the importance of choosing the right list for your mailing.
If you're building your own list, start with your past and current customers. After all, they're a known factor -- they've purchased your product or service before, and you probably already have all of their info. (If you don't, now's the time to start collecting it!)
If you're purchasing or creating a list, consider your target audience's characteristics carefully. Who's your "ideal" customer? Look at demographics such as age, gender, locale, interests, buying patterns, climate, and leisure activities when compiling your mailing list. The more specifically targeted you can get, the better.
2. Keep it Updated
If it's been a while since you updated your customer data, a direct mailing is a good place to start. People change addresses more than you might think! Simply add a request for address corrections onto the label; the post office will send undeliverable mail back with the recipient's new address. It costs a bit more, but doing this at least once per year keeps your database updated.
3. Determine Your Goal
What do you want this particular campaign to achieve? Do you want to generate orders, build your brand, or produce leads? Setting a clear, measurable objective will help you drive the creative portion of your campaign. If your goals are too broad, your message is likely to be vague -- and less effective -- as well.
4. Grab their Attention
You only have a few seconds to grab their attention -- and if you don't, they won't even open the envelope. Take a look at your own mail; what are you most likely to open? Are you enticed by offers of "FREE MONEY!" or "AMAZING PRIZES!"? Probably not, and your audience is similarly jaded to cheesy, gimmicky headlines. Instead, pique their interest with a creative headline, interesting use of color, a hand-addressed envelope, or a bit of humor. In other words, go for elements that stereotypical "junk mail" doesn't have.
5. Develop a Relevant Offer
Now that you've gotten your customer to open the mail, present them with an offer that appeals to them. Here's where knowing your audience is key. Be brief, but include the information they need to make an on-the-spot decision. Why do they need your product? How will your service benefit them? Testimonials from satisfied customers can be powerful in this capacity.
Above all else, make it easy for them to respond. Provide multiple contact channels, including a website, email address, and phone number, but don't leave it at that. Always (ALWAYS) include a call to action. Tell them to call, email, or visit your website. Remember, if you don't tell them what you want them to do, they simply won't do it.