Direct Mail Best Practices
Over time, every marketing campaign changes from unique and effective to tired and ineffective, making it important to refresh your campaign frequently.
Since every marketing channel has a different response rate, there’s no “rule” as to when a campaign should be freshened up and changed. You’ll be able to notice that your campaign is losing its edge by observing one key metric.
At first glance, email marketing and direct mail marketing look remarkably similar to each other. They’re both highly targeted, inexpensive, and ideal for informing prospects about the value your business can offer.
Similar doesn’t mean exactly the same, however, and while direct mail marketing and email marketing might share some common elements, they also share a huge range of differences.
Direct mail achieves far higher response rates than email – often 30 times higher with a targeted mailing list. It also offers a far longer shelf life, with emails quickly discarded and direct mail postcards often kept around for several days.
These advantages don’t make direct mail a better all-around choice than email, as both marketing channels excel in different circumstances. In fact, direct mail and email are incredibly powerful when used together in an integrated campaign.
Here are three ways that you can integrate direct mail and email marketing to create a powerful synergy, achieve higher response rates, and keep your business at the front of your target audience’s mind.
How does your business establish trust with its audience? From guarantees to great offers, businesses use a variety of marketing techniques to establish credibility with their audience and position their product or service as reliable and risk free.
These techniques are often incredibly effective, but they share one thing in common – they’re all messages from your business. Through guarantees, unique benefits, and the offer itself, your business is directly communicating its value to its audience.
No matter how accurate your claims are, customers will always view guarantees and selling points from a business that’s marketing to them with a degree of uncertainty and skepticism. After all, your business is hardly a disinterested third party.
Testimonials – reviews and recommendations from your business’s customers and clients – are a powerful tool that your business can use in its direct mail campaigns to establish credibility, build trust and massively increase your response rate.
Economist and Harvard Business School professor Theodore Levitt once famously described effective marketing as “selling the hole, not the drill.”
His message was that it’s far more effective to market a product or service using its benefits than to list its most exciting features in the hopes of attracting your target market’s interest.
Selling benefits instead of features might seem obvious, but it’s something that an incredible amount of marketers fail to do. If your copy is feature-focused, it’s very unlikely that your direct mail campaign is generating the response rate that it could.
In this guide, we’ll look at the basics of selling your offer’s benefits rather than its features. We’ll also explain how changing your direct mail postcard’s copy to focus more on your offer’s benefits can dramatically increase your response rate and ROI.
Using a segmented mailing list offers more than just the ability to tailor your copy to each audience. From location to purchase history, one of the best ways to make your direct mail campaign more effective is by subtly referencing why people receive it.
From including a map of your nearest retail location to referencing a customer’s last purchase, there are several ways to make your direct mail message more relevant to a prospect, increasing its response rate and return on investment.
This strategy is used extensively online, particularly by retailers like Amazon. Email messages that list a customer’s previous purchases and recommend other products perform to a remarkably higher standard than generic marketing email broadcasts.
In this guide, we’ll share three ways you can make your direct mail campaign more relevant for recipients and more profitable for your business by subtly referencing why they’re receiving the piece.
From great copy to the perfect offer, a wide range of factors go into creating a great direct mail postcard. In this post, we’ll cover 10 direct mail essentials to include in your next postcard campaign.
Whether your business sells a product or a service, every customer or client that you do business with has their own unique needs. You wouldn’t sell to prospects with a one-size-fits-all approach, so why apply one to your direct mail campaign?
Advertising is often said to be “salesmanship in print.” Just like a great salesman modifies their pitch as they learn more about their prospect, the best direct mail marketers use segmentation to deliver a different message to different people.
List segmentation is the process of breaking your mailing list down into smaller segments. Segmenting your mailing list enables you to deliver a customized message to prospects based on their position in your company’s sales funnel.
The more deeply segmented your mailing list is, the more effective your direct mail marketing efforts will be. From service businesses to retailers, any type of business can benefit from segmenting its direct mail list into defined and specific groups.
There are lots of ways to segment a list, from separating big-spenders from small customers to segmenting cool leads from warm leads. In this blog post, we’ll share three simple but effective ways for your business to segment its direct mail list.
Direct mail marketing has a huge range of benefits. It's inexpensive, highly targeted and capable of achieving open rates that other direct marketing methods like email marketing simply can't match.
One of its biggest strengths is its ability to get your message inside someone’s home and keep it there. While email marketing or TV and radio advertising is fleeting and temporary, direct mail can – when used effectively – create a lasting impression.
In this guide, we’ll look at how you can use direct mail to extend the life of a multi-channel campaign and keep your message relevant and interesting to your target audience.
You’ve carefully analyzed your small business to work out exactly what its unique benefits are. You’ve crafted an incredible marketing message that commands your audience’s attention and gets them interested in your product or service.
You’ve perfected every aspect of your campaign, from getting a prospect’s attention with your headline to making them take action with perfectly crafted copy. The final step is making sure you’re sending your direct mail postcards to the right audience.
No matter how great your marketing message is, your campaign will fall flat if you send it to the wrong people. In this blog post, we’ll look at the importance of a great list and the effects targeting can have on the success of your postcard direct mail campaign.
Over the last five years, “growth” has become the buzzword of choice for marketers around the world. Acquiring customers has become the top priority for many of the world’s leading companies, as well as many small businesses.
What many marketers forget is that growth alone isn’t enough to sustain or develop your business. The cheapest, smartest and most effective way to grow your business is to focus on retaining the customers you already have.
One of the best ways to retain customers is with direct mail. Mailing direct custom postcards to top-performing customers, regular customers and inactive customers alike can be a great way to close new deals and increase retention and revenue.
In this guide, we’ll share three strategies for reaching out to inactive customers and active but underperforming customers using direct mail to increase revenue, build stronger customer relationships, and develop your business.