For years, direct mail has been a powerful and effective means of creating leads and sales for companies the world over.
In the last decade or so, as newer technologies like email and text have emerged, direct mail has had to adjust. While these more recent methods have their strengths (price, ease-of-starting-and-changing, etc.) nothing can match the power of a piece of tactile direct mail.
The research backs this up; in fact, direct mail is making a comeback of sorts in the hearts and minds of both consumers and marketers. But there are certain caveats to this success.
For example, utilize smaller, more targeted mailings in lieu of giant bulk mail campaigns, which generate relatively fewer responses per capita at greatly inflated costs, as compared to internet-based marketing.
A clearly-presented offer which is quickly communicated is a must in any direct mail campaign. Consumers are busier than ever and will probably only think seriously about your offer from the time it takes them to walk from their mailbox to their kitchen.
A well-crafted direct mail piece should ask prospects to phone or visit your website to look at an online demo, download a business report, or request pricing. You should probably send an email a week later to boost the number of responses even more.
If your goal is to nurture an existing lead, think about mailing a quarterly "state-of-the-industry" update, or case study with charts and data - much more than you'd be able to include in a typical email newsletter. Highlight a standard objection prospects always raise.
If you want to cross-sell current customers, create a direct mailer that makes a cogent case for your current customers to buy other products and services.
Include a strong call-to-action; encourage customers to call or visit your website to learn more and buy.
For a business campaign, it's helpful to think about the DM piece as part of a larger marketing effort. Don't simply drop a mailing and sit back, waiting for businesses to call you. Instead, create a campaign that kicks-off the value proposition, then plan a follow-up call from a saleman, and an online demo sent via email.
These are just some starter ideas to make your next mailing more successful. Every direct mail campaign is unique, so tailor each one to reflect your own experience and to improve future results.
In the last decade or so, as newer technologies like email and text have emerged, direct mail has had to adjust. While these more recent methods have their strengths (price, ease-of-starting-and-changing, etc.) nothing can match the power of a piece of tactile direct mail.
The research backs this up; in fact, direct mail is making a comeback of sorts in the hearts and minds of both consumers and marketers. But there are certain caveats to this success.
For example, utilize smaller, more targeted mailings in lieu of giant bulk mail campaigns, which generate relatively fewer responses per capita at greatly inflated costs, as compared to internet-based marketing.
A clearly-presented offer which is quickly communicated is a must in any direct mail campaign. Consumers are busier than ever and will probably only think seriously about your offer from the time it takes them to walk from their mailbox to their kitchen.
A well-crafted direct mail piece should ask prospects to phone or visit your website to look at an online demo, download a business report, or request pricing. You should probably send an email a week later to boost the number of responses even more.
If your goal is to nurture an existing lead, think about mailing a quarterly "state-of-the-industry" update, or case study with charts and data - much more than you'd be able to include in a typical email newsletter. Highlight a standard objection prospects always raise.
If you want to cross-sell current customers, create a direct mailer that makes a cogent case for your current customers to buy other products and services.
Include a strong call-to-action; encourage customers to call or visit your website to learn more and buy.
For a business campaign, it's helpful to think about the DM piece as part of a larger marketing effort. Don't simply drop a mailing and sit back, waiting for businesses to call you. Instead, create a campaign that kicks-off the value proposition, then plan a follow-up call from a saleman, and an online demo sent via email.
These are just some starter ideas to make your next mailing more successful. Every direct mail campaign is unique, so tailor each one to reflect your own experience and to improve future results.
About the Author:
Want to read more about St. Louis direct mail basics? Then visit the website for Commercial Letter to learn more.
No comments:
Post a Comment