So you want to do a direct mail campaign....
Let's start with a few qualifying questions;
Who is your audience?
This is extremely important for a direct mail campaign. If you are a real estate agent wanting to target home owners who may be ready to move, you probably don't want to send mail to a brand new subdivision. If you own a gym that caters to young adults and blares hip techno music for the
neon-clad fitness goers, you don't exactly want to send coupons to a retirement community. Before you commit to a direct mail campaign, make sure you know enough about your audience as possible to get the best return on your investment. If you are using a list of current customers, make sure it is up to date and cleansed so that the piece reaches the intended recipient.
What do you want them to hear?
Every direct mail campaign needs a strong message. You want to tell who you are, what you do, and how you can help the recipient. Think about including an offer in your mail piece. Give your customer a reason to
engage with you instead of tossing your piece into the recycle bin.
How will you be heard?
The average person will spend under a minute sifting through their daily mail. They will remove bills, magazine subscriptions and personal notes, and glance ever so quickly at all other pieces, before discarding. Use a size and design that stands out to avoid ending up at the bottom of the trash pile. If you are including an offer, make sure that it is visible on both sides, that way no matter which side is up, it will be seen by your customer. This goes for any important information or messages too.
What results do you want to achieve?
Do you want to see a boost in sales? More customers? Having an end goal in mind will allow you to track how successful your campaign is. It will also help you ensure you build a campaign that tailors to an achievable end goal.
It seems like a lot to consider...but we are here to help you every step of the way. Visit our
website for more tips on direct mail or give us a call!
