A successful direct mail campaign can deliver a fantastic return on investment and boost your business. Follow our 8 top tips to optimise your direct mail campaigns and improve your chances of success for your business.
Define Your Audience
Firstly, you need to know who you are going to send your direct mail to by defining and understanding the right target audience. Your messaging, design, and call to action all need to be tailored to this audience and how they will respond to your mail.
Use your email list to target the right audience and further segment this list into more specific audiences based on each different stage of the buyer’s journey, such as new customers or repeat customers. Having a more targeted direct mail campaign will improve your conversions.
Create an Eye-Catching Design
Your direct mail should have a stand-out design that catches the attention of the recipient. Your design needs to ensure that your mail will be looked at, opened, and acted upon rather than ignored and thrown away.
Be creative in your design by experimenting with different formats (flyer/brochure/postcard), shapes, colours, sizes, and layouts. Ensure you use your brand colours and utilise high-quality images and interesting visuals to make sure your mail catches the eyes of your audience.
Personalise Your Mail
Personalised mail can greatly impact the response and open rate of your mail. Personalise your messages and be personal with the recipient by not only using your customer’s name, but customising their offer, message, purchase history, and location.
Tailoring your mail in this way will enable you to make a personal connection with the reader so that they feel more valued, unique, and cared about rather than one of many other customers.
Write Persuasive Messaging
Your mail copy should persuade the reader to act on your call to action. To do so, focus your messaging on the benefits of your product or service and how you can solve their problems.
Grab the recipient’s attention with a strong headline and keep language simple, jargon-free, concise, and straight to the point. Ensure your copy is easy to skim-read using bullet points, short paragraphs, and highlighting important points in order to convince your reader.
As part of your campaign, you need to add value to your audience and offer them something valuable to them. This could be a deal, discount, or offer code – something that gives them a reason and drive to purchase now, and helps you to convert them into customers.
Think about what problem you can solve for your audience – what do they need most? What do they want? What kind of offer would they respond to? You could test different offers with different segments of your list to decipher what offers different audiences respond to on different stages of the buyer’s journey.
Add a CTA
Adding a CTA (call to action) to your direct mail will drive action in your recipients and help convert them into customers. What do you want the recipient to do after receiving your mail? This could be to call your business, book a consultation, learn more about your services, or shop your products.
Add urgency by making the CTA time-limited and exclusive to the customer so they will have to act now. Make this CTA clear, easy, and direct so that they know exactly what they need to do next.
Integrate with Multiple Marketing Channels
Direct mail should not stand alone and will work more effectively when part of your wider marketing strategy. Integrate your direct mail with other online and offline marketing channels such as social media, your website, an event, or email marketing.
This multi-channel approach will help you build a more complete and immersive experience for your customers to build a relationship across many channels and optimise your marketing results.
Measure, Test & Analyse Your Campaign
In order to optimise your direct mail campaign, you need to continuously refine and improve your strategy. You need to set real and trackable goals before beginning your campaign by setting KPIs and defining what success looks like to you.
You can do this through tracking whether people have responded to your CTA such as an offer code, landing page, phone number, or tailored URL. Measure and analyse these indicators to optimise your campaign’s performance and assess what areas are working well and which weaker areas need to be improved.
Keep testing elements of your campaign by A/B testing your design, messaging, offer, and CTA. You can also test your market first by testing the campaign on a smaller audience to analyse your results before a larger campaign.
Optimise Your Direct Mail Campaigns with bakergoodchild
Follow these 8 top tips to optimise your direct mail campaign. Define and understand your audience, create an eye-catching design, personalise your mail, write persuasive messaging that focuses on benefits, add value for your customer, add a CTA to drive action and conversions, integrate mail with other marketing channels, and measure, test, and optimise your campaign results.