In this day and age, there is something deeply personal about sending someone something in the mail. When you take the time to write something meaningful, carefully write out the address, and stick on a stamp by hand, you're probably putting a lot more effort into your communication than when you just shoot off a quick email at your desk.
So why don't we think about direct mail the same way we do about personal mail? When you put time and effort into your direct mail campaigns, you usually end up with a much more impactful piece - with a better return.
Here are a few ideas to help you think differently about your direct mail, taken from
this article about marketing expert Brian Kurtz by Roy Furr:
Be Disciplined - Remember that even with a bulk postage discount, you're still paying for every mail piece you send. Make the most of your budget by making every piece count. Use the space you have to work with for the best possible marriage of design and information. Think about your content strategically, but don't overwhelm it.
Take your Content for a Test Drive - Make sure your message comes across the way you want it to. Whether it's a colleague, a friend, or an actual test market, it's important to have a sounding board to make sure your copy is working. If it's not - take it back to the drawing board, and think seriously about how to make it better.
Do you care? Do your customers care? - Empathy and respect are crucial to a good marketing campaign. Don't make your customers feel like they aren't important. At the same time, you should be inspiring your customers to care about your products and services.
"No matter how much you believe your product, service, or message is a "need to have," always assume you are only "nice to have." Your job is convincing your audience to go from "nice" to "need.""
AG Carmel has the resources and tools to help you make the most out of your print marketing - from mailing list management and direct mail to full service design and marketing strategy. Call us at 317-844-6629 or
customerservice605@alphagraphics.com to discuss how we can help you grow your business!