Due in part to the pandemic, more businesses than ever are focusing a good portion of their budget on paid advertisements and other online marketing channels. However, this comes at a literal cost—the greater the local competition, the greater the cost-per-click.
There comes the point when the ROI is no longer there, and only companies with the biggest piggy banks can afford to compete. This is why many Alexandria and Arlington businesses turn their attention to
direct mail, an older but highly effective marketing channel. Many expert direct mail marketers abide by the 40/40/20 rule.
That is, forty percent of your success is dependent upon your offer, another forty percent is dependent upon your audience (list), and the final 20 percent is everything else—design and presentation.
Read on to learn more about the top 5 direct mail tips that you can use to help grow your business and brand.
Consider Your Mailing List
You could have the greatest mailer design in the world and still not receive a single response if your list isn't up to par. Many companies who experience less-than-optimal results from their direct mail campaigns often use email lists that are outdated.
This is why it's crucial to take the time to ensure that the contact information you have is up-to-date and valid, but at the same time relevant to the messaging that you're sending out.
For example, if you have a list of current customers, sending them an offer in the mail promoting a "20% discount for all new customers" probably won't generate a huge response rate.
If you're having trouble compiling a good list, there are
list-building services out there that will help you target the ideal demographic for your direct mail campaign.
Look at Your Messaging
Your messaging and your list go hand-in-hand. Ensure that the messaging of the mailer resonates well with the intended recipients. Just pitching a product or service and not explaining the benefits or how it will solve various pain points is the quickest way to get someone to throw it in the trash.
Let your audience know why they should care and how it will benefit them. This is often easier said than done and why many Alexandria and Arlington businesses opt to hire a
professional copywriter to assist them in crafting a persuasive message.
Consider the Card Stock
In the pre-internet days, the competition for the mailbox was fierce. Savvy marketers got around this by designing unique mailers using card stock that offered a particular look or feel. This caused the mailer to stand out in a sea of mail and increased the chances of someone paying attention.
There's also a psychological element at play—unlike emails and online advertisements, which disappear at the click of a button, direct mail is a physical, tangible item. Use that to your advantage when selecting your card stock. There are many types available that offer a unique tactile feel that can help grab the recipient's attention.
Put Yourself in the Shoes of the Customer
It's very easy to get tunnel vision when working on creative projects. If time is a luxury, take a few to step back and put yourself in the shoes of the person who will receive the mailer. Ask yourself how you would initially react when viewing the mailer for the first time.
- Is it unique?
- Is the messaging crystal-clear?
- Is there a call-to-action?
- What emotions does the content evoke?
You can always ask your friends, employees, and colleagues for their opinion. Create a list of questions and then ask people to critique the design and messaging. You might gain additional insights to help you dial it in even further.
Work with a Professional Print Shop
Designing and writing an effective direct mail campaign requires a lot of experience and know-how. While there is a chance that you'll get lucky if you attempt to do everything yourself, it's often better to rely on the expertise of a professional print shop.
There's also a cost-savings factor. Consider the time and energy it will take to compile a list, do the copywriting, and create the design. Then you'll have to take everything down to the post office and mail it. AlphaGraphics of Alexandria and Arlington has decades of experience and can help you with all aspects of a direct mail campaign.
Direct Mail in Alexandria and Arlington
Direct mail is currently experiencing a massive resurgence in popularity due to how effective it is. As many Alexandria and Arlington businesses try to make up for lost sales in 2020, this is one marketing channel that can help you regain a foothold and drive new sales and foot traffic through your front door.
If you're ready to get started or would like to learn more about the direct mail services that we offer, give the professionals at AlphaGraphics Alexandria and Arlington Va. a call at (703) 549-2432 or
contact us via our website.