Direct mail marketing is a very good choice for promoting your goods or services. There are several secrets of direct mail marketing, though, that expert marketers have been exploiting for decades. If you haven’t yet started exploiting the advantages of this, you might find the points below quite useful.
Don’t Underestimate Your Prospects
If you think that direct mail marketing is just about sending out some boring postcards with a picture of your product or service and a matching caption, you are mistaken. In today’s busy world, you will have to do a lot better than that to engage your prospective customer’s attention. A regular mail which has a picture and a matching caption will probably make your customer toss it right into the dustbin without a second glance.
In order to grab the would-be customer’s attention through your product advertisement, you need to get creative. Developing a humorous story about how your product or service can solve their problem will catch their attention better. If you are not so creative, a simple photograph with an intriguing caption can do just as well. Remember, the longer you are able to make the prospect look at your mail, the better the chances of his response. And never go for the clichés of direct mail marketing. They will never help to engage anyone’s attention.
Apply the Results of Your Past Campaigns
If you have carried out previous campaigns, then you probably have a record of what kind of campaign or what patterns got the most response. Gather the statistics from there and create your new campaign. If you have any competitor’s data, you can also draw some ideas from there. You may also have an abundance of junk mail in your email inbox. Go through them and note down their unique characteristics and you will know what to avoid putting in your campaign.
Make the Most of What You Know
Knowledge about your market and your customer is the most important thing in direct mail marketing. Make use of whatever you know about the customer and generate your correspondence list accordingly. Being specific will help you reach out to the right customers and cut down the costs. Demographics and customer statistics are a key to getting your mailing list right.
Get Your ‘Call to Action’ Right
In direct mail, you can provide no hyperlinks as a call to action. But that doesn’t mean you can’t provide a call to action. If you have a phone number, highlight it and ask your customers to call that number. If you have email addresses or websites or any other contact details, be sure to highlight these throughout the mail, too, and ask the customers to use them.
Pay Attention to the Medium
The medium on which you print your mailer has a direct impact on the responses you get. Ideally, there should be no obstruction between the customer and your mailer, so envelopes are not desirable. If your product is expensive, then cheap paper should certainly not be your option. You should keep in mind the impression to create, and accordingly choose the quality of paper. You can use cheap paper for bulk items, though.