Here are some tips to maximise the return on your direct mailing list
Direct mail marketing is best accomplished when the mailing list you use is accurate and includes only organisations that would benefit the most from your products and services.
If you purchase a bespoke mailing list from More Than Words, you will receive a 12month usage licence.
Your account manager is a marketing expert.
When you speak with them, they will recommend that you perform the following 9 steps to maximise your mailer’s effectiveness.
- Define your audience
- Segment your mailing list
- Make a compelling offer
- Keep your message simple
- Choose a clear call-to-action
- Pick a medium
- Personalise your content
- Integrate across multiple channels
- Monitor and measure results
1. Define your audience
To be successful in direct marketing, you must understand your audience.
Besides understanding the commercial and operational needs of your target audience, you should also understand their motivations to make purchases.
Before you plan your campaign, decide what your overall goal is.
From here, you can create a detailed customer profile of the type of decision maker who:
- appreciates any benefits of your products and services for their business, and
- has the authority and the budget to make a purchase.
2. Segment your business lists
Marketers who segment their mailing lists and personalize their messages noticeably increase customer engagement, according to eConsultancy.
Using your current mailing list, you can segment your target contacts into groups by:
- demographics (age, gender, job title),
- location, and
- size of business.
With time, you will be able to personalise mailing campaigns based on:
- where they are in the buying cycle, and
- purchase history
No matter how good your product or service is, decision makers in businesses, schools, and the public sector are only interested in the benefits of working with you.
In every direct marketing message you send, you should focus on what you can do to help your audience and how your products and services will benefit them.
3. Make a compelling offer
In addition to focusing on the customer, your business’ marketing communications should also convey credibility and experience.
Even though headlines with incredible or misleading language grab attention, as do seemingly large discounts, most decision makers find these tactics displeasing.
You should use your direct mail campaign to offer something the recipient can use and does not require too much of an initial commitment.
If you can afford it, a discount or free trial is a great way to attract strong leads from potential new customers.
4. Keep your message simple
Your direct mail message should be understood by decision makers within 30 seconds or less.
In this time, you must grab a prospect’s attention, offer them something of benefit to their company, and convince them you are the right company to do this for them.
Your headline should tell the reader in a few words what you are offering and how reading the whole mailing will benefit them.
All of your copy should be easy to scan, with sections that draw the eye to your call-to-action.
5. Use a clear call-to-action
A call to action (or CTA) is the action you want the recipient to take after reading your message.
Make sure that your CTA is clear, relevant, and compelling, whether you want them to buy, visit your website, or call.
You might want to offer additional value with your CTA to motivate uptake.
Your company can offer first-time buyers’ discounts to businesses, schools, and government agencies or send them a useful guide or e-book about your product or service.
6. Pick a medium
Direct mail advertising usually comes in the form of letters or flyers, but you may choose any print medium.
In some circumstances, a catalogue with an order form may be a better way to showcase your products and provide a call to action.
You can create interest in your product and demonstrate your expertise by offering tickets to an event you host.
Be sure you are sending something unique and of interest to your target audience, whichever medium you choose.
7. Personalise your campaigns
Personalised marketing consistently outperforms generic campaigns.
When segmenting your list, you can identify what products or services your contacts are likely to purchase.
Direct marketing lets you choose when and what you send to individual groupings of buyers.
8. Integrate across multiple channels
Research shows 89% of customers are retained by companies using multi-channel strategies.
A fully integrated strategy might use email ads or social media to follow-up on direct mail.
Through this you can retarget and remind a potential customer about your business and the services you provide.
Having a mix of direct and indirect channels helps you stay top-of-mind with prospects without being intrusive.
Every customer engagement point should provide value.
When you contact them, make sure they learn something new, see a new offer, or get an easier way to purchase.
9. Monitor and measure mailing list campaign results
Analyse the results of every direct mail campaign you send out in order to constantly assess your strategy’s performance.
Measuring how each of your direct mail messages performs also allows you to gather vital market intelligence that allows you to refine your strategy moving forward.
Direct mail marketing is not as easy to track as digital channels, but there are ways to do so.
To inform where your conversions are coming from and to determine what it is about your offer that appeals to customers, you may wish to use online landing page visits and offer codes.
Use A/B testing to track your campaign by sending slightly different messages to two different audiences and recording the results.
If you want to get the most out of your direct marketing campaign, use your mailing list for the full year and contact your network at least once a month.