Direct Mail Best Practices
If you are considering ways to increase your profit and get more customers in the door, you ought to consider tapping into your nearby or surrounding neighborhoods for new business.
Many consumers choose to visit and support businesses that are in close proximity to their home or work, so sending custom postcards to your neighbors who have yet to visit your store can help to accelerate the growth of your profit and business.
There are many ways to use your close proximity to a neighborhood to acquire new customers, as well as reach out to lapsed ones. Discover three ways you can create a neighborhood or local offer using custom postcards to draw in potential new customers and re engage existing ones.
When most marketers hear the words “direct mail,” they think of campaigns aimed at acquiring more customers. While direct mail marketing is an excellent way to find new customers for your business, it’s just as powerful for retaining customers.
Customer retention is one of the most important and frequently overlooked aspects of marketing. By doubling your company’s customer retention rate, you also double its long-term revenue with few, if any, additional marketing costs.
There are several ways to improve your company’s customer retention. Some work because they’re personal, like phone calls and personal letters. Few, however, are as effective as targeted direct mail postcards.
Think of the last time you tried a new restaurant, salon, or lawn care service. Did you choose the company at random? Or did you decide after hearing about it through a friend, coworker, or family member? Word of mouth is a powerful way to acquire new customers through referrals from existing patrons of your business. Implementing a referral program for your small business using custom postcards can help to accelerate the word of mouth, or buzz, about your service or product and get new customers in the door. Learn why referral programs are so effective and how you can start one for your business using custom postcards.
Your headline is the first element of your postcard, poster, or brochure that people will read, so it’s important to make it count. There are hundreds of ways to write a headline, but not all are equally effective for every marketing campaign.
If you’re struggling to come up with a headline for your direct mail campaign or any other marketing material, don’t worry. Even the world’s best copywriters run into a bout of writer’s block every now and then, especially when it comes to headlines.
From thought-provoking questions to authoritative statements, effective headlines can take many forms. Learn four valuable techniques that you can use to write the perfect headline for your direct mail postcard, poster, brochure or flyer.
Has your business recently sent out a direct mail campaign? While direct mail can be an incredibly powerful and effective marketing channel on its own, it becomes even more effective when it’s paired with matching in-store signage.
Promotional posters, brochures, and other accessories that match your direct mail campaign form what’s known as an integrated marketing campaign, which has its own consistent message and identity.
By designing in-store posters that match your direct mail campaign, both in look and in message, you connect with customers as soon as they step into your store, leading to an improved response rate and a higher ROI from every campaign.
Thankfully, you don’t need to be a professional designer to create an effective, eye-catching poster for your retail store. Learn how you can create a poster using the online design tool Canva to perfectly match your direct mail campaign:
You’ve identified your target audience, designed a stylish and eye-catching custom postcard and perfected your headlines and copy. Time to start sending your direct mail campaign, right?
Not so fast. While it can be tempting to start mailing your direct mail postcards as soon as you’ve worked out your targeting and finished your design, doing so could end up costing you far more in lost sales than it generates in immediate results.
One of the keys to effective direct marketing is testing. By testing every aspect of your campaign, from your targeting to the design elements used in your postcard, you can achieve a higher response rate and increase your return on investment.
Ignore testing and you’ll undoubtedly generate some results, but your total return on investment will likely be far lower than it would be if you had tested your direct mail campaign on a smaller audience before launching it.
Read on to find out how you can test your postcard elements using a small audience before scaling your campaign. We’ll also share an easy way to test postcard elements and determine the optimal design and copy before you start mailing.
Is your business just starting to use direct mail as a way to generate new leads, bring in sales and increase revenue? Direct mail postcards can be a great direct marketing choice, but designing your first postcard can often be a challenge.
Whether you’re hiring a designer to create your postcards for you or designing them yourself, it’s important that your business postcards include several essential design elements so that they’re engaging, effective and easy to respond to.
From headlines to social media profiles, we’ve put together a checklist of eight vital design and content elements that your postcard should include. Check off each item as you design your postcard to make sure your campaign is as effective as possible.
The right photos can transform your direct mail campaign from successful to outstanding. From product photos to photos of your target audience, choosing ones that suit your offer can have a huge impact on your return on investment.
For most marketers, hiring a professional photographer to capture photos is a major expense that’s not always necessary. As a result, most marketers use stock photos to illustrate their direct mail postcards and other marketing materials.
Stock photos offer a huge range of benefits. Since they’re shot using high-end photo equipment, they’re crisp and perfectly focused. With millions of stock photographs available online, it’s also easy to find a high quality photo of almost anything.
Despite these advantages, stock photos have one serious downside: more often than not, they look generic and staged. Here are three tips to help you use stock photos that enhance your offer instead of distracting from it.
Does your retail store have an exclusive sale or special event coming up? Whether you want to bring in new customers or fill your store for an opening party, using a flyer to promote your store is a great way to generate attention.
While most professional designers use software like Adobe Illustrator or Photoshop to design flyers, you can create a similar flyer yourself at no cost (or, if you use stock images, an extremely low cost) using online design applications like Canva.
Here we will show you how to design an eye-catching, engaging, and effective retail store flyer using Canva. We’ll use a fictional retail store – a vintage clothing store called “Vintage Den” hosting an opening party – as our example business.
Small modifications to the design, copy and mailing frequency of your direct mail postcards can have a big impact. While a different headline might not seem like a significant change, it can have a huge effect on your campaign’s response rate.
Because minor differences between postcards can produce a huge impact in terms of response rate and profitability, it’s important to test different variations of your postcards to make sure your direct mail campaign is as profitable as possible.
By testing your postcards, you’ll discover the most effective headlines and design elements to use when marketing to your target audience. You’ll also learn which mailing frequency keeps your audience optimally engaged and responsive.
There are many elements of your postcards that can be tested, some of which can have a minor impact on your response rate and profitability, and others of which have a larger effect. Read on to discover four postcard elements you should test.