To start your direct mail campaign, break the process down into manageable steps and keep these factors in mind. Here are some questions to ask yourself.
Who is your target audience?
The first step is to identify your company’s target audience, or target audiences, and understand these demographics as well as possible. The more knowledge you have about their buying habits, needs, and wants, the more effective your direct mail campaign will be in helping them understand how your business can benefit them. Are your customers men or women? Old or young? Where they live? The more detailed the better. Look at the demographics of your existing customer base, but also figure out what other customers you’d like to reach. Who uses your services and who might use your services?
Who is on your mailing list?
Once you have a good understanding of your current and potential customers, build a mailing list. Better yet, create different lists for different campaigns; The material you send to existing customers may look different and contain different information than what you send to potential customers. The more personalized your brochure, postcard, flyer, etc. is for the specific recipient, the more likely he or she is to respond positively, if at all. Keep detailed and organized records of your lists for reference when creating future campaigns.
What do you mean? How are you going to say it?
Now it’s time to design the actual promotional material you’ll be sending out. There are many types, including postcards, flyers, and brochures that explain your services and detail special offers. Thank you cards and greeting cards for previous clients are just as important; they are critical to fostering a sense of community and letting customers know how much you value them and their business. After all, one of the main reasons people respond so well to direct mail marketing is that it’s more personal than electronic communication. Identify which types of mail to send to which people and the text to include. Be sure to check your spelling and grammar.
Next, focus on the images. Images are crucial. If you’re a business that sells household products to older customers, include photos of people that make it clear how easy your products are to use. Other businesses, such as law firms and real estate companies, traditionally use photos of attorneys, agents, etc. because they are businesses that are based on personal trust, one by one. Make sure the images you choose are high-quality and professional.
Graphic design also plays a crucial role in representing your business. If your material appears outdated or aesthetically unappealing, it jeopardizes the perceived reliability and quality of your company, which can greatly affect business. If you do not have experience in graphic design, it is best to leave it in the hands of professionals. Some direct mail services offer in-house graphic designers.
With these tips in mind, you’ll be off to a great start in designing an effective direct mail marketing campaign.