Few marketing tools can match the efficiency and effectiveness of a direct mail marketing campaign. While digital marketing is certainly helpful and a great way to attract new customers, it certainly has not replaced direct mail marketing. In fact, the prominence of digital marketing and email campaigns are exactly why direct mail marketing is still so effective, as customers are eager to receive and read physical mail after a day likely spent in front of a screen.
So how can you use direct mail marketing to grow your business? Below, you can find five strategies to maximize the effectiveness of your direct mail marketing campaign.
The first and most important tip to finding success with a direct mail campaign is developing a mailing list of people who are interested in your product or service. If your mailing list is too small or too big, it is not going to be effective. Instead, you need to target potential customers who fit the demographics of someone who is likely to be interested in your business or brand. Once you have segmented your mailing list, your direct mail marketing campaign will be much more effective.
If someone has already made a purchase with your business, make sure to keep that relationship strong. Check-in on customers, sending them mailers with new deals, exciting offers, or innovative new products. You want to make your existing customers feel special and valued, but at the same time, you do not want to overwhelm or annoy them with too much mail. Striking the right balance with existing users is the key to customer retention, which can help you maximize your profits.
You need to decide what you want your brand to be. Once you have made that decision, you want to create mailers that reflect your brand’s unique personality and image. You want to consistently tell the same story across all advertising channels to help build your brand and increase customer awareness. That means you need to think about the images, colors, graphics, and copy you use, and you need to make sure it matches the overall vibe of your previous communications. Continuity is key!
If you are not tracking the effectiveness of your direct mail marketing campaign, you are not going to be able to make adjustments to get better results. You need data to let you know what works and what doesn’t. Simply track customer engagement for each mailer and how many customers are converted into leads, and you should be able to track the effectiveness of each mailer. That way you can experiment with different strategies, and track which one works best.
You do not want to overwhelm your customers with information. With any mailer, you want to keep it simple and straightforward. The last thing anyone wants to see when they open the mail is a long and complicated letter with paragraphs of text. Instead, feature a compelling image, some copy, and a clear call to action.
If you are interested in designing and printing a direct mail marketing campaign, L+L Printers in San Diego can help. We have been printing mailers for over 60 years, and we have all of the insight you need to create an effective marketing campaign. If you are interested in learning more or would like a quote on the cost of printing a direct mail marketing campaign, contact L+L Printers in San Diego today by calling (760) 477-0321.