Effective direct mail marketing brings new leads and more business; good results and return on investment are possible. While online campaigns are getting a lot of buzz, the growth in technology has not hindered direct mail marketing. Instead, the opportunities are now enhanced. Here we lay out 5 ways you can implement a successful direct marketing campaign that will generate leads.
1. Provide a Link to Your Website
You may be using traditional paper (mass and/or trade print) advertising, but that does not mean you can’t integrate this into your online marketing campaigns. Not only should you provide a link to your website in your direct mail piece, but you can also provide an incentive to do so, such as a coupon placed on a specific page that the URL links to. This page can also include a sign-up form for your email mailing list, offering future company news, coupons, and discounts.
Keep in mind modern consumers are more likely to find your company through an online search. Anything you put in print advertising can be duplicated online, to reach a different audience.
2. Enhance the Presentation
With email marketing, you are limited solely to a single sentence in the subject line, and no matter how strong your headline, it’s possible that it will be viewed as spam and end up never being seen. In a print advertisement, you can incorporate eye-catching logos or pictures, or use your company’s colors to make the piece stand out – all visible with one glance. A compelling message and graphics makes it less likely that your ad will end up in a recycling bin.
You can mix your advertisement up with fonts of different sizes and styles to showcase the particular areas of graphics and copy you want to emphasize. Depending on the piece and packaging, you could even offer a small promotional item that would be useful – such as sticky notes, pens, letter openers, and anything else the recipient might use when they most likely would think of your product.
3. Make the Content Personal to the Consumer
Take the time to study and learn about your target customer, and then customize your message with offers and information that would appeal specifically to them – right down to the packaging. Your content should directly address their needs, desires, and concerns. You can even further segment your recipients and send different pieces (with adjusted content) based on each segment. Don’t forget to include a powerful and compelling call to action, as well as an easy way to get more information and/or contact you.
4. Work With Other Companies
Consider product placements on TV and in movies. The product supplier is paying for the opportunity to “star” in a TV show. They do this not just for increased visibility, but also for the direct access to the viewing audience – an audience that already uses similar products and already has an established level of loyalty to the show.
Partnerships between companies are all around us, from the release of a movie (and subsequent merchandise) to the box of brownie mix you buy that showcases a certain name-brand chocolate syrup from another company on its box.
Small businesses can do this, too. A product or service purchase can result in a coupon or discount for a partner company who, in turn, provides the same or similar service for the primary company. This helps promoting both businesses while saving advertising dollars on both sides in the long run.
5. Connect With Your Other Marketing Campaigns
Combining your direct mail marketing program with other channels, such as social media or email marketing, allows for multiple “touches” and an expanded audience. A great example are those mailers you receive that are filled with coupons. Many of these companies concurrently advertise these offers on social media and via email to stimulate interest. A prospective customer may toss the paper coupon but notice the email from the business and take action (or vice-versa).
Another option is to use personalized URLs (PURLs) on your direct mail pieces. Your printed piece provides a link to a webpage (and/or a QR code) that would be set up specifically for that individual (or segment). When the recipient visits this page, they see a personal greeting and information specifically customized just for them.
In order for your cross-media marketing campaign to be most effective, make sure that your message is consistent across all channels, meaning that all offers and claims about your business are the same in every “location”.
There is no doubt that email promotions and online marketing have their benefits, but direct mail marketing is not just a thing of the past. It is still a rewarding strategy to reach a widespread client base and draw attention to your products and/or services. Consider these tips to make your direct mail marketing efforts more productive.
