Direct mail and marketing is by far one of the best ways to stay in touch with your existing customers as well as attracting new ones.
There are various types of direct marketing, from direct mail to telesales, email and even text messages, all of which work together to drive your business in the right direction.
As many as 56% of consumers welcome mail that gives them useful information that is relevant to them, which is an exciting statistic for any marketer. If done correctly, direct marketing can increase profitability, turnover and sales as well as helping to build customer loyalty and a larger customer base. However, these benefits are reliant on marketers getting their direct marketing campaigns right. You have only seconds to make an impact on your audience, so engaging their interest should be your number one focus at all times.
Direct marketing guidelines
When targeting an audience with direct marketing, one of the best ways to get their attention is through personalisation. Consumers don’t react well to generic mailings, they would rather receive something that is relevant to them in some way. Whether you use personalised address labels for mailings, information regarding a customer’s purchase history or special offers that are relevant to the consumer, personalisation will always count in your favour.
Marketing budgets can also be tight, maximising a campaigns potential is crucial to cost effectiveness and efficiency. You need to ensure that your mailing lists are kept up to date and are regularly cleansed to remove duplicates, dead contacts or gone aways. You need to ensure your mail is reaching the right contact, the person with the power. This may take some research or you can buy lists of contacts, either way it is well worth the investment. Failure to do this could result in returned mail and a very low response rate.
Special offers are nearly always a winning strategy for direct marketing. As much as 62% of the UK like to receive mailings with relevant offers and 84 % have taken action as a result of an offer or money off coupon.
Direct mail takes commitment
Direct mail and marketing should never be considered for a one-off campaign. Whilst you’re likely to get a response, it is the efforts of ongoing direct mail that sees the real rewards. Building a brand and customer loyalty are all attributed to continuous direct mail campaigns. After all, you want your customers to return time and time again to your business, not take advantage of one offer and then become dormant.
Most importantly, you need to make it easy, fast and simple for customers to respond to your mail, don’t expect them to have to search for you. Call to action is an essential part of successful marketing. Whether it is a link in an email, website addresses, free phone numbers, order forms or even QR codes, you need to make it clear how to get in touch. Follow up telesales is a great way to ensure your customers have received you mail and you can prompt them to respond.
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