Heard that direct mail is dead? You’ve heard wrong!
Whilst companies may be sending out fewer pieces of direct mail than in previous years, it is still one of the most effective ways to engage with customers and therefore should be utilised as part of an integrated marketing strategy in 2015.
Think of it this way – if fewer brands are using direct mail, it means that your company’s direct mail will have a greater impact on customers.
Below we’ve shared our top 4 tips on improving your direct mail in 2015.
Personalise your direct mail
The content included in your direct mail should vary depending on whom it is being sent to. Segmenting your recipients into three categories e.g. past customers, current customers and prospective customers will help you create and target your direct mail more effectively in 2015.
Integrate your direct mail campaign with technology
In order to achieve the most profitable results from your direct mail campaigns, you need to consider integrating them with new technologies. QR codes and augmented reality are two technologies that can help you fuse your offline and online marketing efforts, to increase engagement and drive conversions.
Include a compelling offer
Today it’s not enough to tell your direct mail readers what you want them to do – you need to give them a good reason to do it. Including money-saving coupons and other offers is a great way to entice your target audience and get them to complete that all-important call to action.
Including discount codes and vouchers within your direct mail shots can also help you to keep track of responses, making it even more beneficial for your company.
Test, test, test and test some more
Our final tip is to test, test and test some more! Testing and analysing results from your campaigns will help you to identify what works and what doesn’t, allowing you to create even better direct mail shots in the future.
There are a number of ways you can gather information about your direct mail campaigns, from including unique discount codes (as mentioned in the previous paragraph) to using personalised URLs that capture users’ information and allow you to analyse their behaviour.
Just because we have access to wonderful technologies today, it doesn’t mean that direct mail is any less relevant. Use these four tips to improve your direct mail campaigns in 2015 and make them the best they can possibly be.
Baker Goodchild are a specialist direct mail Company. Call us on 0800 612 1972 with all of your questions relating to direct mail.
Image Credit: Cranky Pressman