Direct Mail Best Practices
Audience is at least 40 percent of the equation in developing a successful direct mail campaign. Your messaging, offer, and design are also important, but using a targeted mailing list is critical. Mailings sent to the wrong people are likely to result in a waste of time and poor use of budget on your end. However, when targeted the right way, direct mail postcards offer response rates significantly higher than response rates from digital media, according to the DMA Response Rate Report 2016.
Last year, 11.6% of the entire U.S. population moved. While some moved within the same community, it is far more common for people to move to new areas in a city, new cities, new states, or even overseas. For many businesses, this means losing customers as people leave the area. However, in most geographies, new prospects are arriving to replace the recently departed. For high job-growth areas such as Texas (home to 4 of the 5 fastest-growing cities in the U.S. right now), new people are moving in literally every minute. When a person moves to a new area, they typically shed products/services from their last home -- either to physically make room or because a service, such as banking, isn’t available in the new location.
Savvy businesses seize the opportunity to target new movers, both to create awareness for their brands among a new pool of prospects, and to acquire new customers.
Many businesses begin direct mail marketing to drive brand awareness, to increase demand for their products and services, or to nurture customer relationships. When beginning any new campaign, it’s important to be specific regarding the outcomes you intend to achieve and to have a measurement plan in place before you get started. Pre-planning your measurement approach will help to ensure you are ultimately able to judge the effectiveness of your campaign and are not missing out on valuable insights that could be used to make your marketing strategy even more effective in the future.
In a world where digital technology has changed everything, the power of direct mail marketing is often overlooked – and that’s a shame, because direct mail marketing is one of the single most powerful marketing tools available to modern businesses.
In today’s technology-driven world, brands continue to increase their use of online marketing techniques. In fact, you would be hard pressed to find a discussion of modern marketing practices that does not favor digital marketing tactics. However, direct mail remains an extremely effective form of marketing that drives measurable ROI, and thus a powerful tool for the modern marketer. Beyond its intrinsic benefits, direct mail used in conjunction with online marketing can make both methods more powerful.
You might know a little bit about your customers, but do you know enough to really maximize the way you’re communicating with them? Probably not, according to a recent study. Although a whopping 80 percent of B2B marketers know which of their customers are most valuable, according to the State of B2B Marketing 2016, there are many areas where marketers are less clued in, including demographics.
If you don't know where you're going, how do you know when you get there? This same question can be asked about your marketing. How do you know if your marketing is effective if you don't know what you want to accomplish?
As we and other businesses begin rolling our plans for the new year, it's important to reflect on what we've done well and where we can improve. The following 5 blog posts fall in the "what we've done well" category as they've been the most popular with our readers. With topics relating to direct mail, business cards, and integrating with technology - we bet you'll learn something new to help you stand out among your competition!
Every year, marketers anticipate what the new trend will be in hopes of catching the next wave of innovation aimed at capturing the attention of their audience. Though many may assume these changes are exclusive to online marketing, direct mail also provides opportunities to be cutting-edge (paper related pun intended) and get key messages into the hands of your audience. By taking advantage of the effectiveness of direct mail, you can easily drive results for new sales, increase website visits, or help build your social media network.
The holiday season not only gets customers in the spirit of spending, but also opens the opportunity for you to promote seasonally themed communications. We've put together 10 ideas you can use to engage with your customers and prospects to not only get them to learn more about your business, but also direct some of their spending your way.