Direct mail is an old-school marketing method that’s still a powerful way to reach your target audience. If you use the right strategy, it can complement your digital efforts and lead to a higher ROI.
A direct mail marketing strategy begins with a strong list and a compelling offer. Then it’s time to create the rest of the components of a successful campaign: the design, copy and tracking methods.
First, you’ll need to create a customer model that defines your ideal prospect in the most detailed terms possible. This will empower you to craft targeted offers and create personalized creative.
Next, you’ll want to define your business goals and a plan to achieve them. This will also inform your model and all other aspects of your campaign.
Finally, you’ll need to choose a mailing list that aligns with your business objectives. Depending on the size of your target audience, you may need to test a few different lists before choosing one that delivers the results you want.
If you’re launching a new direct mail campaign, consider starting small and A/B testing different envelopes, messages, graphics and offers. That way, you can get a sense of how well they perform before spending a lot of money on them.
You should also make your direct mail pieces as easy to read as possible. This is especially important for people with vision issues, such as low-vision and glaucoma. Additionally, if your business is local, include a map of your location and clear contact information in the piece. This will help your boomers and millennials establish trust with your business and keep you top of mind as they shop online or offline.
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