Tips to Build a Direct Mail Campaign That Sizzles
Next to offering quality products, marketing is the most important thing you can do to build your brand and catapult your business to the next level. After all, if people don’t know your business is out there, they can’t buy what you are selling. Direct mail marketing is an ideal way to get your products in front of your customers, generate leads and boost sales. Other advantages if this form of marketing is that you can:
- target buyers more precisely
- tailor the campaign to fit your budget
- test different mailers to see what works best
- experiment with a different demographic
- track results
- offer perks and incentives via coupons
- reach buyers who do not use the Internet
You’ve probably heard the rumors that direct mail marketing is dead. This is pure baloney. No matter how busy people are or what’s going on in their lives, they still check their mail. And at some point, they will sort through it and read any adverts that grab their attention. The trick to making direct mail marketing work is to come up with a campaign that sizzles.
Choose your mailers. Direct mail marketing can take the form of postcards, sales letters, brochures, coupons, flyers and other types of mailers. Choosing one is simply a matter of determining what will work best with your budget and business.
Aim and shoot. When you send mailers off without a clear idea of your ideal demographic, you waste time, money and other resources. The most effective campaigns zone in on the people who will most likely buy their products. When you do this, it is easier to personalize your mailers and tailor them for the exact market you’re trying to reach. In addition, it helps you manage the cost of your campaign so you get a better return for your efforts.
Colors matter. Colors can convey certain messages and affect consumers’ buying patterns. For instance, blue has been shown to instill trust, red makes people want to take action and green makes people want to spend. Follow the lead of giant corporations. None of the colors they use in their adverts are chosen on a whim. They think about the message they want to convey to their demographic and select their colors accordingly.
Flaunt your logo. Your logo is part of your business brand, so put it on all of your mailers. The more people see it, the more recognizable your company and your products will become. As people get accustomed to your brand, they will trust your products more. This in turn can help breed customer loyalty.
Mix and match. The more potential customers come into contact with your brand and your products, the more likely they are to trust you and buy what you’re selling. When you combine direct marketing with other advertising mediums, your campaign has the potential to reach larger markets.
Change things up. There’s nothing wrong with building a mailing list and reusing it. However, when you go this route, don’t send the same mailer over and over again. Change things up so potential customers won’t feel like you are flooding their mailboxes with junk.
When you carry out a direct mail marketing campaign properly, it can yield results. Choosing appropriate mailers, using your logo, zoning in on your ideal demographic, using the right colors and mixing and matching advertising mediums will help you get the best return for your efforts. If you aren’t sure where to start with your campaign, hire an agency to help. A professional can work within your budget to create a direct mail marketing campaign that commands attention from potential customers.